Robert Bryan (2nd left), Director of the Jamaica 50 Secretariat, makes a point to Anthony Hylton (2nd right), Minister of Industry, Investment and Commerce, at the Jamaica 50 Press Reception held at the Spanish Court Hotel on June 11. Also in the conversation are Minister Hylton's Permanent Secretary, Reginald Budhan (left), Rob Hallett (centre), President of AEG Live - the company staging the "Respect Jamaica 50th" concert in London with the Jamaica 50 Secretariat, and Sancia Bennett Templer (right), President of JAMPRO.

Expect more than amazing feats from the talismanic Usain Bolt and Jamaica’s powerful sprint contingent this summer, when the athletes of the world converge on London for the Games of XXX Olympiad.

Jamaica is the little island with the big reputation at the Games. As it celebrates 50th year as an independent nation, Jamaica wants to tell its story when everybody will be listening on what will be the largest global media platform in 2012.

Among the 216 nations preparing to be a part of history at the London 2012 Olympics, Jamaica has been quietly crafting a focused promotional strategy around its eagerly anticipated exploits on the track. The island of 2.7 million wants to increase positive global awareness of its culture, to promote tourism and investment and trade business opportunities, and to ensure a robust supply of authentic Jamaican products and memorabilia for merchandise sales.

The world is being invited to meet Jamaica at London 2012, and also to Birmingham, the UK’s second city and home to the highest concentration of the Jamaican Diaspora in the world.

There is no denying that Jamaica’s ubiquitous culture, as expressed through its creative industries in music, film, fashion and sports, will be the big draw at London 2012.The naturally easy and tactile Jamaican style and personality remain the bedrock of the island’s world-class tourism industry and its enduring reggae music industry.

3 million tourists visit the island every year, and Jamaica has the largest number of recording studios per square mile worldwide, many outfitted with state-of-the-art equipment and operated by highly skilled producers and technicians. Jamaica also enjoys a high-ranking on the global Foreign Direct Investment (FDI) Index in terms of quality and costs. At the end of 2008, FDI stock as a share of GDP was 72%, well above the equivalent for small emerging economies.

For Jamaica 50, the Jamaican Government and private businesses in a solid display of public-private sector partnership, have been pooling resources to deliver a coherent message this summer in London: “The Jamaica you know is so much more than our champion athletes, tropical paradise and a leisure destination”, says Milton Samuda, the chairman of JAMPRO, the Government’s trade and investment promotion agency and head of the Jamaica Chamber of Commerce.

 “Jamaicans are innovators and trend-setters, a people with an indomitable spirit which spawns achievement in all spheres of life – at our core, we are entrepreneurial and adaptive; in business, we are inventive and relentless” added Samuda.

Anthony Hylton (left), Minister of Industry, Investment and Commerce, chats with Milton Samuda, Chairman of JAMPRO, and His Excellency Howard Drake, the UK's Ambassador to Jamaica, during the Jamaica 50 Press Reception on June 11, 2012. 

These are the fighting words which are encoded in the fierce, competitive nature of the Jamaican athletes at London 2012, which will no doubt be oft-repeated as Jamaica seeks to deliver the complete narrative of a nation on a mission, one that is growing in business sophistication and developing its infrastructure to absorb foreign inward investments, especially in its burgeoning tourism and ICT industries.

As the 3rd largest English-speaking nation in the Western Hemisphere, behind the United States and Canada, Jamaica boasts a diversified economy that yields a range of quality export products, especially food and lifestyles brands that are in high global demand.  Jamaican producers have therefore been pulling out all the stops to ensure that authentic Jamaican foods such as Blue Mountain Coffee and a range of apparel, memorabilia and gift items are available to the British public and visitors alike.

Container loads of Jamaican merchandise have already left the highly modernized Port of Kingston destined for the British ports of Tilbury and London, for clearance and dispatch to the two focal points of Jamaica’s promotional thrust in the UK- in London and in Birmingham, where Team Jamaica along with the United States will have their training camps.

The Birmingham City Council has already picked its favorite country, and will be throwing full weight behind the staging of “Jamaica in the Square” between August 2 and 12 in the city’s impressive Victoria Square, featuring Jamaican products, culinary demonstrations, a craft market, food stalls, a reggae lounge bar and live Jamaican entertainment.

Altogether, over 100 unique Jamaican product brands will be retailed in Birmingham’s Victoria Square and in Jamaica’s national house- JAMAICA HOUSE- at the O2 Arena or the North Greenwich Arena, venue for the Olympic gymnastics and basketball events.

North Greenwich Arena (The O2) will be home to JAMAICA HOUSE during the London Olympics (Photo Credit: London 2012)

‘JAMAICA HOUSE 2012’ is the signature international event of Jamaica’s 50th anniversary of Independence celebrations and the base of Jamaica’s National Olympic Committee. It is a 15-minute commute by road from the Olympic Village, and will be open between August 3 and 12 at the height of the sprint events at the Olympics.

The Jamaica Tourist Board and JAMPRO, the Government of Jamaica’s trade and investment promotion agency, and the Jamaica 50 Secretariat are the main drivers behind the staging of JAMAICA HOUSE, which will capture the essence of the island, highlighting its natural beauty, rich and vibrant culture and creative people, strong sporting traditions, its investment and business friendly environment and its high quality, exotic products.

It promises to be the “hippest and must-see-and-experience national house at the Olympics”, says Jason Hall, Deputy Director of Tourism at the Jamaica Tourist Board. “Jamaica is an iconic destination…visitors to JAMAICA HOUSE will be immersed in the culture through curated designs and exhibits, as well as multimedia displays. They will also be able to view live action from the Olympic Games on large screens, as well as live streaming video of Olympic-related activities and events from Jamaica”, declared Hall.

From left: W. Billy Heaven, Chief Executive Officer of the CHASE Fund; Earl Jarrett, General Manager of Jamaica National Building Society (JNBS) - a global sponsor of JAMAICA HOUSE in London, and Jason Hall, Deputy Director of Tourism at the Jamaica Tourist Board (JTB), in conversation at the Jamaica 50 Press Reception held at the Spanish Court Hotel in New Kingtston on June 11.

In support of this, the President of JAMPRO, Sancia Bennett Templer is keen on grasping every opportunity to highlight trade and investment possibilities to the diverse audiences that will be in London for the Games. “With Jamaica 50 as the overarching context, it is a tremendous opportunity to champion all that is great about Jamaica as a business destination and highlight our unique and innovative products on the global platform of the Olympics. Showcasing the business side of Jamaica will run parallel with the anticipated display of excellence by Jamaican athletes on the track,” stated Bennett Templer.

A key feature of Jamaica House will be designated ‘ Trade and Investment Days’ between August 7 and 10, and a retail outlet called the ‘Jamaica Shop’, which will have a range of over 100 authentic Jamaican brands on sale including products from the Things Jamaican line.

The North Greenwich Arena itself provides an even wider context for activities of JAMAICA HOUSE. Organisers anticipate a footfall of some 50,000 visitors for the gymnastics and basketball events, and for hot-ticket events like the AEG Live’s “Respect Jamaica 50th in the indigO, one of the most anticipated live concert series to be staged in London.

This official celebration of Jamaican culture and music to mark its 50th year of independence, is the brainchild of AEG Live’s President Rob Hallett: “Having held a lifelong affection for Jamaica and its culture, I am honoured that AEG Live, along with Jamaica 50 will be presenting the entertainment as part of Jamaica’s official celebrations in London of 50 years of independence with the greatest array of Jamaican talent, over 12 nights, that this country has ever seen.”

The concert will see performances from Jamaican legends such as Jimmy Cliff, Sly & Robbie, Lee ‘Scratch’ Perry, Ernest Ranglin, Toots & the Maytals, Yellowman as well as promising newcomers Tarrus Riley, Damian Marley, and many more.

Respect Jamaica 50th also includes the Bob Marley Messenger Exhibition at the British Music Experience and a ‘Best in Jamaican Comedy’ series at venues inside the O2.

Anthony Hylton (centre), greets veteran reggae singer John Holt (right), who will be among the performers at the "Respect Jamaica 50th" concert in London during the Olympics. Looking on at left is Don Anderson (left), 1st Vice President at Jamaica Olympic Association (JOA). The occasion was the Jamaica 50 Press Reception held at the Spanish Court Hotel on June 11.

“Jamaica is the star of the show at the biggest sporting event in the world - the Olympics. By coming together to put on this particular activity, we are given the unique opportunity to position ourselves globally”, beamed Robert Bryan, Project Director of Jamaica 50.

“Jamaica House will provide the authentic Jamaican experience to all persons in London during this time. We are trying to introduce persons to the trade elements of the Jamaican brand, the tourism product…for them to see the culture of Jamaica at 50 and to experience the great Jamaican moments that will be taking place at the Olympics.

Great moments are in store for London 2012. And Jamaica intends to be the main event both on and off the track.