In August 2023, Bloom Consulting was commissioned by the Jamaica Promotions Corporation (JAMPRO) to analyse perceptions and develop Jamaica’s Nation Brand strategy. The primary objective was to position Jamaica beyond a tourism destination and highlight its gastronomy and investment opportunities.
Bloom Consulting conducted extensive research both internationally and domestically, identifying gaps between perception and reality using 10 distinct data sets. Guided by the Bloom Consulting Nation Brand Taxonomy Model ©, perception was examined across 13 key dimensions. International perceptions were analysed across 10 target markets through proprietary software: Live Quanti ©, D2 – Digital Demand © and D2 – Digital Supply ©.
Domestic perceptions were measured through both quantitative and qualitative research. A Live Quanti © survey was conducted with 1,112 Jamaicans from all parishes, including 397 from the Jamaican diaspora. Bloom Consulting, in collaboration with their local partner One Integrated Group Ltd., conducted on-site consultations with stakeholders from diverse sectors through both stakeholder and street interviews.
While internationally recognized primarily as a tourism destination, Jamaicans want to highlight their vibrant culture, music, and gastronomy. They self-identify as confident and proud, wanting to be acknowledged for their creative power, inventiveness, and success story.
Based on these insights, Bloom Consulting developed the Jamaica Nation Brand strategy, aiming to shrink this perception gap. The strategy focuses on storytelling and showcasing Jamaica’s talent and achievements to the world. At the heart of the narrative is one Central Idea—Tallawah—signifying a strong-willed personality and Jamaica’s boundless energy, which shapes the landscape of music, art, science, academia, creative industries, and gastronomy.
To ensure long-term success, the Central Idea inspired a range of strategic projects, each developed across the four quadrants of the SpiderBrand© methodology.
