BEIJING, China – (JIS) Jamaica’s Ambassador to the People’s Republic of China, Wayne McCook, has said that Jamaica’s participation in the 2008 Olympic Games in China, comes at a strategic time, as the country seeks to advance its image in the region.
Speaking with JIS News, he said the Asian market is a relatively new one for the country, in terms of presence and outreach, and therefore, anything that can be done to enhance recognition in such a large marketplace, must redound to the island’s benefit. Participation in the Olympic Games, he stressed, is a great fillip to the process.
The Ambassador said that several other Caribbean countries are seeking to establish embassies in China, and that this would enhance the recognition, not just of individual territories, but of the sub-region, which is not as well known in China, as other traditional partners, such as Europe.
“I think that with the anticipated performance of our athletes, and the attention that goes with that success, we expect that the first marketing objective of name recognition, will be enhanced,” he added.
The Ambassador pointed out that there has been a national campaign in China, involving their most famous athlete and Jamaica’s former 100-metre record holder, Asafa Powell, who is also participating in the Games. The promotion has been mounted on billboards, at bus stations, and in major areas.
“These are the things that have intangible benefits to our promotional programme,” he said, noting that Jamaica Trade and Invest and the Ministry of Tourism are working on a programme to capitalise on the attention, and translating that into interest and possibly investments for Jamaica.
Mr. McCook explained that while the number of Jamaicans who had moved to China to live and work was less than 100, a small group based in Beijing and Shanghai is in touch with the active group – the Caribbean Association of China – which was launched by a group of Jamaicans and other Caribbean nationals, to “bring the Caribbean people here together as well as to enhance the Caribbean presence and recognition in China.”
The group has undertaken several programmes that have received positive attention from the media, the Ambassador said.
