PRIME MINISTER-DESIGNATE Portia Simpson Miller has been challenged to re-
energise and repackage the brand 'Jamaica' , to ensure that the island is viewed more favourably on the international scene, as well as help the country to reposition its authentic products and services overseas to create wealth for all Jamaicans.
Harry Smith, Digicel's commercial director issued the appeal while giving the keynote address at the recent launch of the University of Technology's (UTech) Marketing Seminar 2006.
"Madam Prime Minister-designate, make marketing the brand 'Jamaica' matter for wealth creation for all Jamaica! I suggest it needs some repackaging right now as the scourge of crime has tarnished the placid image of sun, sea and sand," Digicel's commercial director told participants at the launch.
CREDIBILITY PROBLEMS
According to Mr. Smith, Jamaica is having a credibility problem right now, and it is only with creative and persistent marketing strategies of the brand 'Jamaica' and other initiatives, that the country will be able to reverse that image. "The use of the brand name 'Jamaica' must mean selling more Jamaican made products or more airline seats to Jamaica or more hotel rooms, or as a country, we are not creating wealth for our people by really making marketing matter," he added.
"We cannot be selling a Jamaica that does not exist," cautioned Mr. Smith. "People have access to the Jamaican papers and radio stations on the Internet, people know about our 'Welcome to Jamrock' image as personified by Junior Gong in his Grammy rendition.
The official launch of UTech's Marketing Seminar was held at the Jamaica Pegasus Hotel and was organised by final-year students of the marketing programme in the institu
tion's School of Business Administration.
