THE Government has announced that it has started work to develop a comprehensive Nation Brand Strategy to transform Jamaica’s image on the global stage.

According to a press release from Jampro,“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 release said.

Prime Minister Dr Andrew Holness, who spoke to the initiative at a tourism event in Montego Bay recently, said, “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.”

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, have been engaged to develop a complete Nation Brand Strategy that will include visual identity, governance framework and the implementation plan for the strategy.

Jampro, in its release, said a steering committee — chaired by Prime Minister Holness and comprising members of his Cabinet — has been providing policy guidance while a Cabinet-appointed technical working group chaired by Shullette Cox, president of Jamaica Promotions Corporation (Jampro), has been providing oversight for the strategy’s development. Members of the public and private sector, academia, civil society and the media also serve on the committee.

According to Jampro, extensive research both locally and internationally has been conducted, including surveys canvassing more than 1,100 Jamaicans and involving 300 in the Diaspora. Interviews have also been done 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 release said the consultants also partnered with Kingston Creative to work with local artists 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 the end of next month, 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 agreement is reached, said Jampro, 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.