JAMAICA PARTNERS WITH PUMA® AT ATHENS RESORT FOR ISLAND EXPO
Major Local Brands Step up to the Plate
Kingston, Jamaica, August 3, 2004 – Following efforts by Jamaica Promotions Corporation (JAMPRO) and PUMA®, several of Jamaica’s major brands with a European reach will be collaborating on a joint marketing campaign with the global sportslifestyle company in Athens during this summer. VP Records, Tropical Rhythms (Grace Kennedy), the Jamaica Tourist Board, Red Stripe, Ting, Walkerswood and J. Wray and Nephew are some of the local brands that have joined forces with PUMA for the “Jamaica in Athens” promotion.
To have a presence in Athens this summer, PUMA has secured the Balux Beach Club, a hip-hangout on the outskirts of Athens. Balux will adopt the Jamaican lifestyle for the duration of the summer and with help from its island friends, they intend to paint the city Black, Green and Gold for the games.
“We have seen a positive impact from PUMA successfully utilizing its sponsorship of the Jamaican Athletics Association and the Jamaican Olympic Association, so we invited them to sit in on an informal working meeting with some of our international lifestyle brands to see what could develop,” said Michael McMorris, Executive Director – Markets, JAMPRO. “When PUMA brought up the concept of replicating the look, feel and flavour of Jamaica in Athens, our partner brands saw an immediate opportunity to capitalize on the growing reach of the Jamaica brand.”
A “kick off” party will be held in London on August 11. A concert, on August 14 featuring top Jamaican reggae acts will be at the Balux resort and will be opened to the general public. A press call at 8:00 p.m. will accommodate media interviews with the athletes, and the concert will begin at 9:00 p.m. A Jamaican expo will run from August 11 – 18 complemented by authentic food and beverage from the island.
“We anticipate foot traffic of approximately 20,000 people over the period, which is conservative as the concert alone could attract that many people,” said Terry Parris, Manager of Special Projects for PUMA. Mr. Parris declined to indicate what PUMA was spending on this promotion, but remarked that the value for PUMA was priceless. He went on to say, “Jamaican brands are integral to our event because we have seen the power of Jamaica in the world, on the track and on the street.”
Neil Hill, JAMPRO’s Trade Commissioner for Europe in conjunction with Mr. Parris will be coordinating the participation of the Jamaican brands. “PUMA has given the Jamaican brands a tremendous opportunity based on its positive experience in using the Jamaican mystique over the last two years,” said Hill. “Puma’s global marketing presence has had tremendous impact and Jamaica’s image will be enhanced as a result; we are very fortunate to be able to host a joint promotion with this powerhouse. It’s a once in a lifetime opportunity and the companies need to see this as a unique investment in brand association that will benefit Jamaica for years to come.”
PUMA® is the global athletic brand that successfully fuses influences from sport, lifestyle and fashion. PUMA’s unique industry perspective delivers the unexpected in sportlifestyle footwear, apparel and accessories, through technical innovation and revolutionary design. Established in Herzogenaurach, Germany in 1948, PUMA distributes products in over 80 countries. For further information please visit www.puma.com
The Jamaica Promotions Corporation (JAMPRO) is the Jamaican Government’s investment and export promotion agency. Its objective is to develop and promote Jamaican export industries in its primary markets while also attracting inward investment in targeted industries. Outside of Jamaica, JAMPRO has offices in New York and London. For further information please visit www.investjamaica.com