Red Stripe to enhance 'Summer of Celebrations'

Leighton Levy, Gleaner Writer

Red Stripe Beer's sponsorship of CVM Television's exclusive coverage of the 30th Olympiad in London next year will be one of three prongs of their 'Summer of Celebrations' that also includes the 20th anniversary of Reggae Sumfest and Jamaica's 50th year of Independence.

Jamaican athletes are expected to be the centrepiece of track-and-field action at the Olympics that are being held in London for the third time following two previous Games held in 1908 and 1948. During the latter, Jamaica won their first-ever gold medal when Arthur Wint won the 400 metres. Herb McKenley won silver in the same event. Expectations are high for the 2012 renewal as Usain Bolt, Veronica Campbell Brown, Yohan Blake and Shelly-Ann Fraser-Pryce are among those athletes expected to build on Jamaica's great legacy of athletic excellence and match or exceed the country's performance in 2008 when six gold medals and 11 overall were won in Beijing. It was Jamaica's best-ever showing at the Olympic Games where Jamaica has won a total of 55 medals.

There are great expectations for Jamaica for the country's 50th anniversary celebrations that should highlight the warmth and creativity of the people, the beauty of the island and the vibrancy of its culture. Among other events, the celebrations will include an international literary festival, a reggae ambassador series of concerts and Independence balls. And of course, some of the world's best reggae and dancehall entertainers are expected to deliver electrifying performances to mark this significant milestone in the run of this world-renowned music festival.

Jomo Cato, head of marketing for Red Stripe, says these events form the platform that covers Jamaica's music, sport and national pride and Red Stripe wants to make them even more special than they already are. "What we will be doing is enhancing the viewer experience in the living rooms, bars and offices," he said. "Our promotions will be centred on making all those moments bigger and more spectacular."

On the ground, Red Stripe, that was introduced in 1928, will go back to its roots in this campaign to better serve its consumers during 2012. Cato revealed that the company will be working with bars across the island to ensure that "we deliver a fantastic experience." "There will be lots of beer specials, lots of prizes," he said.

They also intend to extend their reach well beyond the bars and various 'watering holes' islandwide. Cato says Red Stripe will be using the social media YouTube, Facebook, Twitter and other media platforms to give their consumers access to their brands and prizes. "We will leverage radio to bring people to participate and work with CVM, and phone companies to allow consumers access to fantastic prizes, great deals and our products."

Cato said he believes the experience will provide a powerful connection for their consumers in the diaspora as to what these events mean for Jamaica and especially those living here at home.