The year 2012 will be an important one for the Carib-bean. It is the year when both Jamai-ca and Trinidad celebrate fifty years of independence and the one in which the Caribbean is expected to demonstrate at the London Olympics its spirit and success. These events are important in themselves, but offer too an opportunity to build a national brand in a manner that can create social and economic benefits.
Jamaica in particular has recognised this, is planning and has already launched an extensive range of events around the United Kingdom. It hopes, as it track stars shine, to have its name, image and values resonate at home, around the world and with its diaspora. In March it launched the first phase of ‘Meet Jamaica 2012.’ Sponsored by the Jamaica National Building Society, this involved its participation in the International Food and Drink Expo, the UK’s largest food and drink trade event; a UK Investment Forum hosted by the Jamaican government’s investment promotion arm,
