Minutes, General Meeting, June 13, 2011

Meeting June 13, 2011

Present

1. Delmares White, ODPEM – PRSJ President
2. Christine Bell – Innovative IDEAS – PRSJ VP Finance
3. Cecil Thoms, Min. Agriculture & Fisheries – PRSJ Gen Sec
4. Akilah Maxwell, PIOJ – PRSJ VP Special Events
5. Maxine Mc Donnough – Touchstone Productions
6. Leo McEwan, Ministry of Transport and Works
7. Gwyneth Davidson, OPM
8. Carroll Edwards, UWI Marketing and PR
9. Mark Thomas. Jampro, Past President
10. Patricia Gillings, Books and Events
11. Carole James, PIOJ

Visitors

1. Karelle McCormack, Jamaica 4H Clubs
2. Sandra Berry
3. Hilda Vaughan



Akilah Maxwell, Mark Thomas



The meeting was called to order at 6:00p.m. by President Delmares White. Videotaping services were provided by ODPEM.
The Executive members VP Special Events Akilah Maxwell and General Secretary, Cecil Thoms, were introduced to the membership as they were not at the AGM and were accepted in absentia.

During the meeting the visitors Ms Berry and Ms Vaughan were acknowledged as educators. Karelle McCormack was welcomed again as a visitor.

Meet Jamaica 2011

Ms Maxwell guided a discussion to canvass views on the Meet Jamaica logo that will be used as the identifying business mark of Jamaica during the London 2012 Olympics.

Mark Thomas noted that the mark was launched in Jamaica on October 13 2010 and in March in the cities of Birmingham and also London in the UK. Thomas noted that business interests in Trinidad were very interested in funding and being a part of the Visit Jamaica initiative to possibly make it a regional force. This invitation has not been adopted by the leading partners of Visit Jamaica (GOJ/ Private Sector of Jamaica). The cost of the marketing programme has been estimated at J$10 million.

The mark is being used at the Taste of London food fair that will run from June 16-19. Jamaican bammies will be the major product presented at that show. The government hopes to secure reliable markets for local products by participating in that show.

There was a discussion on the need to secure the paid participation of athletes as spokespersons for brand Jamaica.

Meet Jamaica gives a special marketing initiative to promote food from a haute cuisine and production standpoint.

Karelle McCormack, Leo McEwan, Carole James

Jampro has produced 2000 copies of the booklet, The Story of Jamaican Food for that event.  A Canary Wharf restaurateur and chef, Collin Brown, originally from Albert Town in Trelawny; and UK chef, Anthony Matthews of the Spanish Court Hotel, New Kingston will anchor presentations at the Jamaica booth.

It was noted that Jamaica had great success in tourism marketing, and at this stage food was the major focus. It was also noted that music had not generated the potential industry rewards as anticipated from many earlier initiatives.

Mark Thomas noted that there was a need for more writers delivering content that will project brand Jamaica. As he said, “A way needs to be developed to deliver a narrative to develop a body of information about the brand values of Jamaica.”

There were six questions posed. The discussions and earlier feedback sent revealed the following views of practitioners.

The questions were structured by Akilah Maxwell and Mark Thomas for feedback from the PRSJ. They noted that the Meet Jamaica initiative will not only have a policy but will be part of a presentation for international funding and other support.

Questions

If Jamaica were a motor car, what model would it be?

The responses in the meeting fell in two categories the car representing:

1. The potential of the Jamaican people as a very top of the line car
2. The reality of being a solid, popular Japanese car like a mid range Honda or Toyota

If Jamaica were a colour, what would it be and why?

Responses chose red for vibrancy; green for the natural environment or Gold for the value that it represents

Christine Ann Bell (rear) and Cecil Thoms

Where would Jamaica live, uptown, downtown or rural?

Most persons thought of Jamaica as rural.

If you had a good thought abut Jamaica, what would that thought be?

Friendly, creativity and the natural environment.

There were many positive accolades associated with the logo.

If you were a European citizen, list four words you think would describe  your perception of the meet Jamaica logo?

Responses included: Pride, athleticism, vibrant, progressive, creative,  colourful, energetic, environmentally friendly

If you were to see this logo associated with a Jamaican product service brand, would you feel impelled to buy this product or service?

It was considered that this would make an impression on persons living outside of the country, rather than Jamaicans living here. The logo would be more known.

Delmares White (front) and Maxine McDonnough (second row)

The visitors suggested putting the logo in the hands of children and sports enthusiasts.

Get the schools involved as a jingle and little flags. Engage Seek to print Seek exercise books and perhaps also JIS for flags.

Jampro intends to franchise the logo and any manufacturer and artisan for the Olympic games. This can be used throughout the games.

The point was raised that the logo needs to be three dimensional so that the maximum benefit can be utilized.

The logo is being registered throughout the world.

Persons and businesses interested in using the logo should contact Mark Thomas

The logo will be introduced at the Jamaica Diaspora conference through a booth.

The meeting was adjourned at 7:30 p.m.