Spain-based consulting company to carry out int’l branding for Jamaica
Published:Thursday | October 24, 2024 | 12:11 AMLester Hinds/Gleaner Writer
Spain-based Bloom Consulting is the company that the Jamaican Government has contracted to carry out international branding for the island.
Both Senator Aubyn Hill, minister of industry, investment, and commerce, and Shullette Cox, president of JAMPRO, confirmed the name of the company but were not prepared to disclose further information yesterday evening.
The international branding efforts are being coordinated through the Office of the Prime Minister, JAMPRO, and the Planning Institute of Jamaica.
Contacted by The Gleaner, Cox said she was not in a position “at this time” to provide any additional details, noting that the information was being pulled together for a release to the press at a later date.
However, The Gleaner understands that Bloom has already started its work as the Government has already signed a contract with the company.
Neither Cox nor Hill was prepared to disclose the cost of the contract.
A highly placed government source, when asked if the procurement process had been followed in settling on Bloom, said he had no doubt that this had been done.
Bloom Consulting’s website states that it is a global firm that specialises in nation branding, city branding, and place making.
The company has been in operation since 2003, according to its website, and includes among its services the aligning of international perception with its clients’ realities.
The website further states that the company manages a client country’s brand as a national asset.
“We provide countries, regions, and cities with a range of consulting services and proprietary technology to create, innovative place-branding effectiveness and reputation,” the company states on its website.
Bloom says it has worked with countries, regions, and cities across five continents, gathering a vast wealth of nation branding.
Among the clients listed on its website are South Africa, Costa Rica, Finland, Brazil, The British Virgin Islands, and the city of Riyadh.
Announcing the international-branding outreach in Montego Bay, St James, recently, Prime Minister Andrew Holness said the new international-branding strategy would modernise Jamaica’s global image.
He said the new international nation-branding initiative aims to update and elevate Jamaica’s image beyond its traditional tourism offerings of sun, sea. and sand.
Holness said the Government is looking to make Jamaica synonymous with qualities such as safety, sustainability, and seamless experiences, positioning the country as a modern, forward-thinking destination.
“We want Jamaica to be known for more than just the three Ss. We want Jamaica to be known for security, sustainability, and satisfaction,” he said.