OCHO RIOS, Jamaica – Jamaica Trade and Invest (JTI) is looking to capitalise on the international appeal of World and Olympic sprint champion, Hon. Usain Bolt, in marketing brand Jamaica to the world.
“JTI regards a brand association with Usain as an important alliance to tell the full story about Jamaica,” said President of the JTI, Mrs. Sancia Bennett Templer.
She was speaking at ‘The Best of Brand Jamaica Reception’ held at the Gran Bahia Principe Hotel in Runaway Bay on Friday (Dec. 4).
While details of the deal are still being worked out, Mrs. Bennett Templer said that the JTI is looking forward to “formalising an agreement with (Bolt) that will help us to sell brand Jamaica in its totality to the world.”
The reception, organised by JTI in association with Bolt, showcased exquisite Jamaican products to potential local and international buyers. Some 30 works of art were on display at the event, in addition to fashion, lifestyle and apparel products, and a range of food and beverages.
Minister of State for Industry, Investment and Commerce, Hon. Michael Stern in his remarks, said Bolt represents the best of the country. He noted that although recognition of the Jamaican brand worldwide began many years ago, Bolt, through his outstanding achievements, “has taken us to another level”.
“I cannot imagine, therefore, a better platform for highlighting the best of brand Jamaica,” he said.
He pointed to huge potential in the creative industries, but noted that “we have to protect what we already have…in ensuring that we aggressively protect our image, our brands and our registered trademarks.”
State Minister for Industry, Investment and Commerce, Hon. Michael Stern (C), introduces Tourism Minister, Hon. Ed Bartlett (L) to artist Patrick Kitson at ‘The Best of Brand Jamaica Reception’.
Tourism Minister, Hon. Edmund Bartlett commended the JTI on putting together an excellent exhibition, which showcased the best of brand Jamaica.
Bolt, who was appointed Ambassador-At-Large by the Jamaican Government, said he is always happy to represent his country.
“I want you to know that I will always be willing to invite persons to come to Jamaica because it is a wonderful place with wonderful people,” he said, adding that he would continue to do his best to make the country proud.
