JN aims to make Jamaica top brand

Jermaine Lannaman, Gleaner Writer

Jamaica National (JN), title sponsors of last weekend's Jamaica International Invitational track and field meet at the National Stadium, say their involvement was part of a holistic plan to help make Jamaica the number-one or number-two athletic brand in the world in 2012, and they are looking forward to partnering with the event over the next two years.

In an interview with The Gleaner on Tuesday, Earl Jarrett, JN's general manager, said, with the Olympics slated for 2012 and Jamaica celebrating its 50th anniversary in the same year, the country had a grand opportunity at showcasing itself to the world, and with JN being passionate about the development of the country, he saw the JII as a unique event to help leverage these opportunities.

"It was a strategic move in sponsoring the event," said Jarrett. "It was a first step towards the Olympic Games in 2012 where we expect to see in London and Birmingham the largest con-centration of Jamaicans ever.

"Secondly, we wanted to help Jamaicans both locally and overseas see some of their favourite athletes and build on the confidence of the Jamaican people.

"And thirdly, to help build the Jamaica brand so that by 2012 it can be the number-one or two brand in the world," he added.

Unique marketing activities

The meet, which attracted a near-capacity crowd, saw a number of the world's leading athletes taking part, including World and Olympic 100m and 200m record holder, Usain Bolt, and World 100m champion, United States' Carmelita Jeter, who both clocked world-leading times.

Bolt stopped the clock at 19.56 in the 200m, while Jeter ran 10.94 in the 100m.

The event also saw JN, via a number of unique marketing activities, including the utilisation of the venues' flag poles, an air blimp and a huge banner on the wall of the bleachers, partnering with organisers, the Jamaica Amateur Athletic Association (JAAA), to make the meet a sight to behold.

"When we decided to sponsor the event some people were saying 'you would never fill the stadium'. We didn't believe that," Jarrett continued.

"We believed that it was about the spirit of the Jamaican people and went in with that perspective, and we proved them wrong. In fact, I was told that since the 1970s, it was the first time that the stadium had been filled by an athletic event, Champs apart.

"We added some innovation in the marketing of the event and it was a spectators' delight ... a great family and entertainment event.

"Next year, we will think through and see how we can make it bigger and better. This year demonstrated that it is a great product and we want to bring it to greater heights," he said.

JN's sponsorship of the meet, which initially caused controversy with the Ministry of Sports - through its subsidiary the Sports Development Foundation - as it relates to title-sponsorship and funding, is slated for three years.