The Government of Jamaica has announced that it has started work to develop a comprehensive ‘Nation Brand’ strategy to transform Jamaica’s image on the global stage.

This landmark initiative for Jamaica aims to establish a unified and compelling identity, reflecting the country’s diverse ethos and opportunities in a bid to drive further economic growth and deepen national pride. The Nation Brand Initiative, which is being led by the Office of the Prime Minister (OPM) and funded by the World Bank’s Foundation for Competitiveness and Growth Project (FCGP) housed at Planning Institute of Jamaica (PIOJ), is set to reposition Jamaica’s global image by leveraging Jamaica’s unique and distinct characteristics.

The Prime Minister, Dr Andrew Holness spoke to the initiative at a tourism event in Montego Bay recently. He has further added that, “Jamaica has always been a global beacon of cultural influence and natural beauty, yet the breadth of our brand potential remains underutilised. Through this initiative, we aim to develop a cohesive Nation Brand that reflects our strengths and achievements, and which will allow us to unlock new opportunities for growth and development.”

Developing the brand strategy to start off the process, the Spanish firm Bloom Consulting, renowned for its extensive expertise in nation, city, and place branding, along with its local partner One Integrated Group Ltd and UK-based Portland Communications, was engaged in 2023, following a publicly launched competitive tender process.

Under this contract, they will develop a complete Nation Brand Strategy to include the visual identity, governance framework and the implementation plan for the strategy.

During the consultancy, a steering committee chaired by the prime minister and comprising members of Cabinet, has been providing policy guidance, while a Cabinet-appointed Technical Working Group, chaired by Shullette Cox, president of the Jamaica Promotions Corporation (JAMPRO) and comprising members of the public and private sector, academia, civil society and the media, has been providing oversight for the strategy’s development.

So far, extensive research both locally and internationally has been conducted, including surveys canvassing over 1,100 Jamaicans, including over 300 in the diaspora, and interviews with a range of key stakeholders, such as members of Cabinet, the Leader of the Opposition, former Prime Minister PJ Patterson, as well as leaders within the private sector, cultural and creative sectors, and civil society.

The consultants also partnered with Kingston Creative to work with local artistes and creatives to gain inspiration in the development of the brand’s visual identity of the strategy. It is expected that the final proposed strategy will be presented to the Steering Committee by December 2024, after which it is expected that the public will be able to have a role in the final determination of Jamaica’s Nation Brand.

Once agreed, the work to embed the brand globally and nationally through multiple national projects and marketing initiatives will begin in earnest and is expected to last for several years to come.