In a bold move to enhance its global identity, the Jamaican government has announced the initiation of a comprehensive Nation Brand Strategy aimed at reshaping the country’s image on the international stage. This ambitious project is designed to create a cohesive and powerful representation of Jamaica that highlights its unique cultural heritage and economic potential.
A recent press release from the Jamaica Promotions Corporation (Jampro) outlined the goals of this initiative. The strategy seeks to unify Jamaica’s diverse identity, fostering national pride while promoting economic development. By harnessing Jamaica’s distinctive attributes, the government aims to elevate the nation’s global presence and attract investment.
Prime Minister Dr. Andrew Holness addressed the initiative at a recent tourism event in Montego Bay, emphasizing the untapped potential of Jamaica’s brand. “Jamaica has long been a cultural powerhouse and a natural paradise, yet there is so much more to our story that remains unspoken. This initiative will allow us to create a unified brand that celebrates our achievements and paves the way for future opportunities,” he stated.
To bring this vision to life, the government has partnered with the Spanish firm Bloom Consulting, known for its expertise in nation branding, alongside local firm One Integrated Group Ltd and UK-based Portland Communications. This collaboration will focus on developing a comprehensive branding strategy, encompassing a new visual identity, governance framework, and an actionable implementation plan.
Jampro has formed a steering committee, led by Prime Minister Holness and composed of Cabinet members, to guide the strategic direction of this initiative. Additionally, a technical working group, chaired by Shullette Cox, president of Jampro, will oversee the development of the strategy. The committee also includes representatives from various sectors, including public and private entities, academia, civil society, and the media.
In preparation for the strategy, extensive research has been conducted to gather insights both locally and abroad. This includes surveys of over 1,100 Jamaicans and 300 members of the Jamaican diaspora, alongside interviews with key stakeholders such as Cabinet members, former Prime Minister PJ Patterson, and leaders in business and culture.
The project has also sought the input of local artists through a partnership with Kingston Creative, aiming to incorporate authentic Jamaican artistic expression into the brand’s visual identity.
The anticipated timeline for this initiative is set for the end of next month, when the proposed strategy will be presented to the steering committee. Following this, opportunities for public engagement in shaping Jamaica’s nation brand will be made available.
Once the brand strategy is finalized, Jampro has indicated that a comprehensive rollout will begin, integrating the new brand into various national projects and marketing campaigns. This endeavor is expected to span several years, with the ultimate goal of firmly establishing Jamaica’s brand identity both domestically and internationally.
