The Jamaican government is taking significant steps towards reshaping its international image with the launch of a strategic initiative focused on developing a robust Nation Brand. This effort is poised to reflect Jamaica’s rich cultural heritage and diverse opportunities, aimed at enhancing economic prospects and fostering national unity.
In a statement released by the Jamaica Promotions Corporation (Jampro), the initiative is described as a crucial undertaking that seeks to cultivate a distinct and cohesive identity for Jamaica on the world stage. The program is expected to leverage the country’s unique characteristics and inherent strengths, with the objective of fostering pride among Jamaicans while attracting global interest.
Prime Minister Dr. Andrew Holness recently highlighted the initiative’s importance during a tourism conference in Montego Bay. “Jamaica has always been a source of cultural inspiration and natural beauty, yet we have barely scratched the surface of our branding potential. This initiative is about crafting a narrative that truly encapsulates our accomplishments and our future aspirations,” he remarked.
To spearhead this transformative initiative, the government has enlisted the expertise of Bloom Consulting, a Spanish firm recognized for its work in nation and city branding. Collaborating with local partner One Integrated Group Ltd and the UK’s Portland Communications, they will devise a comprehensive branding strategy that includes a visual identity, governance structure, and a detailed implementation framework.
Jampro has established a steering committee chaired by Prime Minister Holness, which comprises key members of his Cabinet. This group will provide essential policy guidance, while a technical working group, led by Shullette Cox of Jampro, will oversee the initiative’s execution. The committee’s membership also includes representatives from various sectors, such as academia, civil society, and the media.
To inform the branding strategy, the initiative has undertaken extensive research, including surveys conducted with over 1,100 Jamaicans and 300 individuals in the diaspora. In-depth interviews with influential stakeholders—including current and former political leaders, as well as key figures in the private sector—have also been integral to the development process.
Additionally, the initiative has sought creative input from local artists through a partnership with Kingston Creative, aiming to incorporate grassroots artistic perspectives into the branding strategy’s visual elements.
A proposed framework for the Nation Brand Strategy is expected to be ready by the end of next month, after which the government plans to engage the public for feedback and collaboration in refining Jamaica’s brand.
Upon finalization, the initiative will move into a robust phase of implementation, with the government planning to embed the new brand through various marketing campaigns and national projects over the coming years. This strategic endeavor aims to position Jamaica as a compelling global brand, reflecting the true essence of the island and its people.
