JN Group em­pha­sises be­ing Ja­maican

Jamaica Gleaner - - ENTERTAINMENT - Melville Cooke Gleaner Writer

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


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