GOVERNMENT’S announcement last Wednesday of the slashing of the Jamaica 50 budget from $2.5 billion to $688 million should not greatly affect the planned celebrations, which are expected to begin by next week.

According to Youth and Culture Minister Lisa Hanna, the revamped programme is to be executed under the theme, ‘Jamaica 50: A Nation…On a Mission’. This, Hanna said, is essentially a call to action which will mobilise the country to evaluate and celebrate the tremendous achievements, define the mission for the next 50 years and utilise the opportunity to rally and unite Jamaicans locally and internationally around the shared vision towards the next 50 years.

It is also intended that the programme will create a global celebration through the delivery of a 24-hour, produced for television event to deliver maximum impact for brand Jamaica worldwide and this, Hannah said, could be carried by at least one major international network.

“The aim is to create a global event that will capture the attention of the world, can attract international commercial television arrangements and enhance the commercial conversion of the brand going forward,” the minister told a recent press briefing in Kingston.

A Golden Jubilee Village will also be created at the National Independence Park Complex which will be transformed to showcase the best of Jamaica’s culture utilising the National Arena, the National Indoor Sports Centre the National Stadium and the surrounding car parks.

The Village is to be a live site for the Olympic broadcast and the hub of the Jamaica 50 celebrations featuring booth spaces, sponsors pavilion, food courts, performance and children’s areas.

A global licensing and merchandising programme, according to the minister, is now in place and should maximise revenues for Jamaica 50 through licensing and merchandising. This will also ensure that Jamaica 50 merchandise is easily available for the local and international market instore, online and all official celebratory event.

Trade mark applications, Hanna told the press briefing, have now been made in the USA, European Union and Canada.

In an effort to ignite the interest and motivate Jamaicans to get on board and celebrate Jamaica 50, Hannah said a number of non-commercial designations have been

developed and this includes events which will be leveraged to market the brand and events to be staged by the state in celebration of Jamaica 50.

Corporate Jamaica has also been invited to come onboard with sponsorship packages designed to reflect various opportunities.

The focus after August 6, Hanna said, will move to the development of a Government of Jamaica Legacy Programme which will last through to August 5, 2013.

Projects being considered include the restoration of Legacy Great House in Sligoville, the establishment of a national playground at Hope Gardens and the creation of a downtown entertainment street.