JN Group emphasises being Jamaican
ON FRIDAY night at the Talk of the Town Restaurant at Jamaica Pegasus hotel, New Kingston, high above the damp city streets, The Jamaica National (JN) Group presented its first corporate branding campaign.
One of the group’s more prominent developments in 2017 was the launch of JN Bank on February 1, making it Jamaica’s seventh commercial bank. There was an emphasis on the bank’s co-operative ownership structure and this has carried over into the branding campaign, which has a very familiar face in gospel singer Kevin Downswell.
Leon Mitchell, the group’s chief marketing and sales officer, told The Gleaner, that the branding campaign “was developed to increase awareness for the Group’s products and services as well as cement our position in the market as Jamaica’s largest locally owned financial group, providing banking, investment, mortgage, general insurance, life insurance, credit cards, microfinancing, remittance and other non-financial services.” Leon Mitchell, chief marketing and sales officer, The Jamaica National Group; Kevin Downswell, gospel artiste and JN Group brand ambassador; and Marsha Downswell, wife of Kevin Downswell.
The Jamaican focus extends to choosing Downswell as brand ambassador — down to his home parish, Westmoreland, Mitchell saying, “as a homegrown Jamaican company, the choice of a Jamaican artiste, who hails from the founding parish of Jamaica National, Westmoreland, was a natural fit. Jamaican gospel music has remained a constant part of the Jamaican entertainment scene and has consistently provided a wholesome, soul-stirring outlet for entertainment”.
So, Mitchell said, “We needed