KINGSTON, Jamaica – Jamaica Prime Minister Portia Simpson Miller said the repositioning of ‘brand Jamaica’ as an international business brand will be one of the greatest legacies from the hosting of the ICC Cricket World Cup. She was speaking on Thursday, February 7 at the official launch of the ‘Business Brand Jamaica Campaign’ at the Jamaica Pegasus Hotel in Kingston.
Mrs. Simpson Miller said the Caribbean region will enjoy global media exposure estimated at US$102 Million over the period with an estimated audience reach of over 1.9 billion people worldwide, including previously untapped and non-traditional markets in countries such as India, South Africa and Ireland.
“It presents an unprecedented opportunity to attract high yield tourism, accelerate investments and increase our exports to these markets,” Mrs. Simpson Miller said.
She spoke of a number of initiatives already implemented by JAMPRO, to build on business relations arising out of the Cricket World Cup tournament. These include the Caribbean Business Opportunity Services and the Jamaica Investment Attractions Program. Already over 100 companies are either engaged in competitive bidding or are negotiating local and international business contracts, and another 50 major investors have been targeted under the program.
Mrs. Simpson Miller said Jamaica has long been recognized as one of the world’s most formidable brands which was strengthened by the country’s outstanding achievements in areas of culture, music, sport and others. She stressed the high value of brand Jamaica and the benefits to be derived from the strategic positioning and use of the brand, noting its value was evidenced by the many international entities that have leveraged the brand for their own economic gain.
“Look at the high the number of products on the international market that use our colors and imagery on their labeling and packaging. Examine the frequency with which our music is used in global advertising to increase brand appeal and profitability,” Mrs. Simpson Miller said.
“These initiatives bear testimony to the invaluable brand Jamaica asset that our nation possesses,” she concluded.
Describing the ‘Business Brand Jamaica Campaign’ as timely, the Prime Minister said it would highlight the business side of brand Jamaica and expand the country’s profile as a cultural Mecca, and leisure destination as well as a place where business plays a significant role in overall development.
Mrs. Simpson Miller called on Jamaicans to embrace ‘brand Jamaica’ and harness the country’s natural potential while leveraging their own creative talents to their advantage.