BEIJING,China – The Government, through Jamaica Trade and Invest (JTI), is seeking to leverage the anticipated positive performances of Jamaican athletes at the 2008 Olympic Games in Beijing, China, as a vehicle to attract investments and to introduce the thousands of visitors from around the world, to the country’s finest products.
Speaking with JIS News, Regional Manager for the Caribbean, Latin America and Emerging Markets, at the JTI, Jason Hall, told JIS News that over the years, Jamaica has enjoyed many successes in the sports arena, but that a proper programme had not been put in place to market brand Jamaica and to capitalise on that, adding that the JTI is seeking to do just that.
He explained that the agency’s objective in this regard, is to generate as much interest as possible in Jamaican brands overall, and to bring specific products to China, not only to promote the country there, but also to promote it to the world and to push specific incentives, such as in real estate development.
Mr. Hall said the focus would be on more high-end boutique development, as opposed to just hotel chains. “We are also looking at attraction development, as attractions are very key; alternative energy; information and communication technology; agriculture and agri-business,” he added.
Approaches being taken, he disclosed, include the establishment of some strategic alliances and relationships with key partners, such as Puma, the main sponsor of the Jamaican team at the Olympics.
“We have set up, in a very trendy section of Beijing, a Jamaica business club, housed in a major bar/restaurant, featuring live music. Here we showcase a number of the products that we have brought here, including picka pepper sauce and rum. We are really focusing on Jamaican rum this trip, because we have a unique opportunity in Beijing to introduce rum on a wide scale as a premium spirit,” he outlined. Also featured are Jamaican multi-coffee brands.
Mr. Hall informed that cultural events would also be staged, with Puma sponsoring a number of concerts, one of which was held on August 5, at which athletes attended and Jamaican artistes performed. “The whole experience was appreciated,” he said, noting that there was a live broadcast by Prime Minister Bruce Golding, which was welcomed. “That went down really well with the athletes and really set the tone in terms of them knowing that we are here for them,” he said.
“Our main objective here, in terms of our exports, is to focus on high-end, high value, low volume, because the scale of the Chinese market is so massive. It’s too large to even contemplate trying to fill that demand. We are also looking at distributors in China, who have experience with western food, specifically the expatriate segment of the market, which also include high-end Chinese who are seeking to buy wholesale food,” he told JIS News.
Mr. Hall said this first event was well received, and was a “pretty good first showing.”
Additional events are also planned, including a business seminar, to which 30 pre-screened Chinese businesses have been invited, based on the criterion of having a good track record and are interested in doing business with Jamaica. The seminar will be held on August 16 at the Westin Hotel.
“We will basically be giving them a first-hand look at some of the investment potential that we have, and also present them with opportunities to invest in some of our products,” he informed, noting that Minister of Information, Culture, Youth and Sports, Olivia ‘Babsy’ Grange, would be at the seminar. Another seminar is planned for August 22.
Mr. Hall said another business lounge is located at the Westin Hotel, being facilitated by the Jamaica Tourist Board (JTB). “This location is critical, as it houses Visa, a principal Olympic sponsor, and they have on their guest list, some 450 senior executives of various investment banks from around the world. That represents a unique opportunity to network,” he added. (JIS)
