Digicel 'Inspired by Legends'

• Telecoms giant celebrates 11th year with Reggae Sumfest

Digicel, official telecommunications sponsor of 'the greatest reggae show on earth', last night unveiled 'Inspired by Legends: the Music Lives On' as its marketing campaign for Reggae Sumfest 2011.

This year marks the 11th consecutive staging that the company has partnered with Reggae Sumfest, which is celebrating its 19th staging.

As the anticipation heightens, Digicel has promised to deliver "legendary experiences and amazing offers" to its over two million customers and Sumfest patrons.

Grounded in the evolution of the Jamaican music from roots, rocksteady, reggae and now dancehall, the campaign will see the integral marriage of one of the world's greatest music legends - Bob Marley - with two of Jamaica's foremost entertainers - I-Octane and Tifa.

The merger will bring a 'legendary' synergy between the past and the future - which defines the progression and celebration of Jamaica's rich musical legacy.

"The vibrant history of Reggae Sumfest lies in the fact that it has become an important staple in the Jamaican entertainment diet and it attracts thousands of patrons to our island to experience the stellar performances that the festival is famous for. Digicel is excited about our 11th year of partnership with what is truly the greatest reggae show on earth. This is a testament to Digicel's commitment to supporting our culture and the development of our nation's talent," commented senior sponsorships manager at Digicel, Shelly-Ann Curran.

Amazing value

Though mum about its overall activation for Reggae Sumfest - the company has promised that it will deliver amazing value to customers and patrons on its social-media networks.

"We have over 315,000 fans on Facebook and over 12,000 followers on Twitter, and our fans will have several opportunities to win chances to partake in legendary experiences with Digicel at Reggae Sumfest 2011," said Curran.

Reggae Sumfest will take place from July 17 to 23 in Catherine Hall, Montego Bay, and the organisers have already confirmed some of the most talented local and international artistes to be on its line-up.

Among the acts confirmed for this year's Reggae Sumfest are Nikki Minaj, Beres Hammond, and Tanya Stephens.