Jamaica 'to the world'

Robert Bailey, Gleaner Writer

A multidimensional experience, dubbed 'Jamaica Village', is expected to be all the rage at Finsbury Park in London during the 2012 Olympic Games.

Scheduled for 10 days during the games, guests of Jamaica Village will get what the organisers have described as the Jamaican "state of mind".

There will be performances by stars of reggae and dancehall, food and drink from some of Jamaica's premium brands, local art and fashion. In total, Jamaica Village will present an important opportunity for 'yard' brands to connect with a global audience in a single space.

"We are taking everything that Jamaica is celebrated for and bringing it to London for 10 glorious days," said Danielle Cameron, managing director of Jamaica Village, at the launch which attracted a wide cross section of people from business, sports and entertainment at the Usain Bolt's Tracks and Records sports lounge, Constant Spring Road, St Andrew, on Wednesday night.

"Our creative team has done a remarkable job in developing a signature Jamaican experience that will delight all ages and honour Jamaica's 50th anniversary of Independence, which we will also celebrate in 2012," she said.

Cameron added: "We are going to be looking at broadcasting through SportsMax, the Caribbean network, showing the Olympics with a Caribbean flavour and they will be doing a closed-circuit showing of the games within the village for us."

Jamaica Village partners include the Jamaica Tourist Board, JAMPRO, the country's investment promotions agency; the Jamaica Exporters Association, the Jamaica Olympic Association, and the Jamaica Athletics Administrative Association (JAAA).

Best of Jamaica on show

Olivia 'Babsy' Grange, minister of sports, fully endorsed the idea and said her ministry will be working very closely with the organisers of Jamaica Village in helping to showcase the best of Jamaica.

"I am very much a part of this whole initiative," said Grange. "What we intend to do next year is to take all that is good about Jamaica and the best of Jamaica to London where we will showcase it to the world," she said.

"Our music, our sports and our culture are at the centre of the brand," Grange added.

Howard Aris, president of the JAAA, sided with Grange and said his association will be looking to capitalise on all the benefits that they can gain from the games.

"It is ideal because London reminds us of 1948 when we started," said Aris. "We hope to continue to set another platform from which our athletes and the country can be proud."

Aris added: "We endorse the village ... and although our athletes are going to be competing, the village will represent an opportunity for those who can't make it into the stadium to come and share a Jamaican experience night after night, by looking at our live telecast of the Olympic Games, and also getting a taste of Jamaican products and enjoying Jamaican music."