Government on Track to Promote Brand Jamaica at London World Championships

Minister of Culture, Gender, Entertainment and Sport, the Honourable Olivia ‘Babsy’ Grange, has said that her Ministry and the Ministry of Tourism will work to bring ‘Jamaica House’ to London next year where Jamaica’s athletes will compete in the IAAF World Championship from August 5-13.

“Setting up Jamaica House in London next year, during the World Championships, will definitely help us to capitalise on Brand Jamaica’s appeal and to exploit opportunities to promote our culture and our tourism and hopefully bring in new business,” said Minister Grange.

‘Jamaica House’ is a marketing initiative which uses Jamaican culture and the popularity and success of the national athletes in major international competitions to market the country.

Minister Grange explained that Jamaica House concept emerged following her return from the 2008 Beijing Olympics where she observed unexploited opportunities to promote Jamaican culture, tourism and other products.  She worked with her colleague Tourism Minister, Honourable Edmund Bartlett and the Jamaica Tourist Board to develop the concept.

Jamaica House was successfully executed at the London Olympic games in 2012 and again at the recently concluded Rio Olympics.

“The Jamaican team did well on the track in Rio, Jamaica House Rio was a hit and this team of Minister Bartlett and I are on track to ensure that come next year Jamaica House London will be better,” said Minister Grange.

Already, a site inside the 2012 Olympic facilities has been identified to establish Jamaica House in London next year.

Minister Grange said that establishing ‘Jamaica House’ at major international sports championships was a great tool to market destination Jamaica and promote Sport Tourism.

“Jamaica House in Rio was a tremendous success, so can you imagine what will happen in London where there is a large Jamaican Diaspora? Through a collaborative effort with the Ministry of Culture, Gender, Entertainment and Sport, the Ministry of Tourism and the Jamaica Tourist Board we will demonstrate what can be had through a joined up Government” Minister Grange expressed at the Jamaica House Rio Press Briefing held at the Spanish Court Hotel on Thursday, August 25, 2016.

 

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Minister's charge

I remain hopeful because of the giftedness of the Jamaican people; their warmth and creativity; their dynamism and indomitable spirit that have resulted in excellence in all sectors.

It is by tapping into the gifts and awakening the spirit of the Jamaican people that we will, by God’s grace, re-group, re-engineer and re-open to a brighter future with Culture, Gender, Entertainment and Sport.

Olivia Grange

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