The government will develop a comprehensive national brand strategy

The government has announced that it has begun work to develop a comprehensive national brand strategy to transform Jamaica’s image on the global stage.

According to a press release from Jampro, “This flagship initiative for Jamaica aims to establish a unified and compelling identity, reflecting the country’s diverse ethos and opportunities in a bid to drive further economic growth and deepen national pride.

“The Nation Brand Initiative, which is led by the Office of the Prime Minister (OPM) and funded by the World Bank’s Foundation for Competitiveness and Growth Project (FCGP, hosted at the Planning Institute of Jamaica (PIOJ), is poised to reposition Jamaica’s global image through capitalizing on Jamaica’s unique and distinctive characteristics,” the statement said.

Prime Minister Dr. Andrew Holness, who recently spoke about the initiative at a tourism event in Montego Bay, said: “Jamaica has always been a global beacon of cultural influence and natural beauty, yet the extent of our brand potential remains underutilized. Through this initiative we aim to develop a cohesive national brand that reflects our strengths and achievements and will allow us to unlock new opportunities for growth and development.”

Spanish firm Bloom Consulting, renowned for its extensive experience in national, city and local branding, together with its local partner One Integrated Group Ltd and UK-based Portland Communications, undertook to develop a complete Nation Brand Strategy, which will include the visual identity. , governance framework and strategy implementation plan.

Jampro, in its statement, said a steering committee – chaired by Prime Minister Holness and made up of members of his cabinet – provided policy guidance, while a Cabinet-appointed technical working group, chaired by Shullette Cox, president of Jamaica Promotions Corporation (Jampro), provided oversight of strategy development. Members of the public and private sectors, academia, civil society and the media also sit on the committee.

According to Jampro, extensive research was conducted both locally and internationally, including surveys of more than 1,100 Jamaicans and involving 300 from the diaspora. Interviews were also conducted with a range of key stakeholders such as Cabinet members, the Leader of the Opposition, former Prime Minister PJ Patterson, as well as leaders from the private sector, cultural and creative sectors and civil society.

The release said the consultants also partnered with Kingston Creative to work with local artists and creatives to gain inspiration in developing the strategy’s visual brand identity.

The final proposed strategy is expected to be presented to the steering committee by the end of next month, after which the public is expected to be able to have a role in the final determination of Jamaica’s national brand.

Once an agreement is reached, Jampro said, work to integrate the brand globally and nationally through several national projects and marketing initiatives will begin in earnest and is expected to take several years.