PAJ partners with Usain Bolt

The Port Authority of Jamaica (PAJ) has partnered with sprint legend Usain Bolt - 100m and 200m world record holder and 100m and 200m two-time Olympic champion. The primary feature of the partnership is the erection of a Usain Bolt statue in his renowned 'to the world pose' at the historic Falmouth Port. The statue will be produced by Kay Sullivan and will be unveiled at the port during the 2013/14 winter tourist season.

The developers of the Falmouth Pier, the PAJ and Royal Caribbean Cruise Lines (RCCL), consistently explore projects that add value to the port, increase its marketability and enhance its brand as a premier international cruise port.

In this vein, the PAJ strategically pursues marketing and promotional initiatives to improve the ports attractiveness, brand appeal and pull factor and in so doing has aligned with another leading global brand, Usain Bolt.

BOLT ECSTATIC

"I am truly honoured to join the ranks of other great Jamaicans such as Herb McKinley, Donald Quarrie, Merlene Ottey, and Bob Marley and have a statue of me erected in my country. As a Trelawny native, it is always a joy to give back to my home town and participate in opportunities that will positively impact the parish. Hands down, Trelawny is the most ideal place to erect a statue of me, and to be included as one of the attractions of the multi-award winning Historic Falmouth Port is just superb. I receive numerous pictures daily from fans all over the world in the 'to the world pose', so I know without a doubt that the statue of me will be a favourite and with time break the record for the most visited statue," said Usain Bolt.

Since the start of its operations in February 2011, the Falmouth Pier has quickly developed a reputation as the benchmark for theme port developments globally. It has won numerous awards including the World Travel Awards World's Leading Tourism Development in 2011 and 2012; Seatrade Insider 2011 Port of the Year and Cruise Insight Magazine's 2011 Best Local Initiative.

According to Dr Omar Davies, minister of transport, works and housing, who is vested with portfolio responsibility for the PAJ, "We believe there are many synergies between both brands that would make the partnership successful and mutually beneficial to both parties. They are indigenous to Trelawny, Jamaica, both dominate their respective industries, and are recognised globally for their spectacular achievements."

The Falmouth Port has served to significantly raise the profile of the parish of Trelawny and has a positive impact on the transport, tourism, hospitality, trade and commerce sectors as well as the economic viability of the town. The port was specifically designed to berth the largest cruise ships in the world, namely the Allure of the Seas and the Oasis of the Seas which are vessels from the Royal Caribbean Cruise Lines.

Tourist attraction

This has enabled the PAJ to improve the cruise offerings in Jamaica and significantly increase the number of cruise passenger arrivals to the country which reflects in the income generated from the additional passengers. The Port Authority through its Cruise Jamaica brand is currently developing plans to implement promotional campaigns and sell guided tours to international visitors to capitalise on the attraction of the statue of Usain Bolt at the historic Falmouth Port.

Commenting on the partnership, John Tercek, vice-president, new business development, Royal Caribbean Cruise Limited (RCCL)stated that "RCCL is very excited to learn that Falmouth will be honouring its most famous native son, Usain Bolt, with a statue celebrating his status as the world's fastest man. Our cruise guests will be delighted to learn that many of the greatest current track and field athletes hail from Trelawny parish, Jamaica. World-class athletes are one of the many cultural attractions of Historic Falmouth Jamaica!"

Additional features of the partnership are collaborative efforts between the Usain Bolt Foundation and the PAJ in undertaking a community development project in Trelawny. It also includes joint corporate social responsibility initiatives between the Port Authority Foundation and the Usain Bolt Foundation such as a children's treat at the Falmouth Pier and edu-tours of the historic Falmouth Port for children/students identified by the Usain Bolt Foundation.

USAIN BOLT FOUNDATION

Winsome Wilkins, chairman, Usain Bolt Foundation said the immediate response to the expressions of interest by the Port Authority to partner with Usain was that "We are always happy at the opportunity to give back to the development of Trelawny." Additionally, she noted that "Usain, through his foundation, is committed to the creation of opportunities through education and cultural development for a positive change in general and the enhancement of the social and cultural fabric of Trelawny in particular. We believe that the partnership with the Port Authority is an ideal medium through which we can achieve these objectives."

The PAJ is dedicated to its mantra of 'the Western Hemisphere's Beacon of Maritime Excellence' by adhering to its corporate governance protocol and maintaining its position as an outstanding corporate citizen. Partnering with the Usain Bolt Foundation is one way in which we intend to fulfil these goals.