The Jamaican government is taking bold steps to enhance the nation’s image internationally with the introduction of a new Nation Brand Strategy. This initiative aims to create a cohesive and captivating identity for Jamaica that showcases its rich cultural diversity and unique opportunities.
In a recent announcement, Jampro highlighted the importance of this comprehensive project, which is designed to bolster economic growth and foster national pride. “The Nation Brand Strategy will serve as a beacon for Jamaica, aligning our image with the realities of our vibrant society and economy,” the statement read.
Prime Minister Dr. Andrew Holness, addressing attendees at a tourism conference in Montego Bay, emphasized the untapped potential of Jamaica’s global brand. “Our country has long been recognized for its cultural richness and natural beauty, but we have yet to fully harness the power of our brand. This initiative will help us articulate a strong, unified identity that reflects our values and achievements, creating pathways for growth and innovation,” he stated.
To bring this vision to life, the government has enlisted the expertise of Spanish firm Bloom Consulting, known for its specialized work in nation branding, along with local partner One Integrated Group Ltd and UK-based Portland Communications. Together, they will develop a comprehensive strategy that encompasses visual branding, governance, and implementation plans.
A steering committee, led by Prime Minister Holness and composed of key Cabinet members, is providing strategic oversight for the project. Additionally, a technical working group chaired by Shullette Cox, president of Jampro, is guiding the strategy’s development. This group includes representatives from various sectors, including the private sector, academia, civil society, and media, ensuring a diverse range of perspectives.
As part of the initiative, extensive research has been conducted to understand both local and international perceptions of Jamaica. This involved surveys with over 1,100 Jamaicans, as well as interviews with prominent stakeholders, including Cabinet members, the Opposition leader, former Prime Minister PJ Patterson, and leaders from various sectors.
The consultants are also collaborating with Kingston Creative to incorporate insights from local artists and creatives, which will inform the visual elements of the brand strategy.
The final version of the Nation Brand Strategy is anticipated to be presented to the steering committee by the end of next month. Following this, opportunities for public involvement in refining Jamaica’s national identity will be made available.
Once the strategy is finalized, the government plans to implement extensive national and international branding initiatives over the coming years, with the goal of firmly establishing Jamaica’s identity on the global stage.
