Who We Are
To promote and celebrate Jamaica’s formidable global brand image. We aim to ‘imagine’ Jamaica through new lens, produce new narratives, and contribute telling a more complete and complex story about this remarkable country.
To contribute to global knowledge and understanding of Jamaica through scholarly research, and to advocate for the promotion of Jamaican credentials in business, the arts, science and technology, culture, academia and sport.
Jamaica is a tiny island situated in the Caribbean Sea – a mere speck on the world map inhabited by a mere 2.8 million people. Jamaica can make bold claims of having an extraordinary presence, posture and esteem in the world, thanks to its massively successful tourism destination, brand, its popular export commodities, and its legendary and famed personalities in music, culture and sport.
Yet, regrettably, existing positive global coverage of Jamaica’s outstanding brand achievements is often negated by its rival brands – economic instability (debt, poverty unemployment), crime, corruption and perceptions of declining human rights. The consequence is a contradictory, perplexing and problematic public image of Jamaica, with severe consequences for investment, tourism promotion as well as economic and social progress.
The Re:Imagine Jamaica Project points at the imperative for Jamaican authorities to evaluate the nation’s public image, establish a consolidated brand image that transcend the sand-sun-sea tourism model to cater to Jamaican credentials in business, the arts, sports, science and technology, education etc. It is also important that Jamaica manages the impact of prolonged crises on its brand, and attempt to re-imagine Jamaica, in order to attract strategic advantage in terms of trade and tourism in light of the increasingly competitive global marketplace.