Jamaica will offer the full national experience during the upcoming summer Olympics in London with 'Jamaica House 2012' and the 'Respect Jamaica 50th' live concert series, signature international events of Jamaica's 50th anniversary of Independence celebrations.

The two events were launched on Monday at the Spanish Court Hotel in New Kingston under the collaborative efforts of the ministries of tourism, culture and industry.

Hosted by JAMPRO Chairman Milton Samuda, the press reception saw presentations from Robert Bryan, project director of the Jamaica 50 Secretariat, Rob Hallett, President of AEG Live who are co-organisers of the Respect Jamaica 50th concert series, UK high commissioner to Jamaica, Howard Drake, Damion Crawford, minister of state, tourism and Entertainment, Lisa Hanna, minister of youth and culture and Anthony Hylton, minister of industry, investment and commerce.

Speaking about the Respect Jamaica 50th concert, which will be staged in the Indigo2 at the O2 Arena in London, from July 26 to August 6, Bryan elaborated that the concert series is aimed at using the platform of the summer Olympics to raise the level of awareness around the world about Jamaica.

iconic global brand

The concert is being co-organised by AEG Live, an iconic global sports and entertainment brand. President of AEG Rob Hallett is no stranger to Jamaica, having worked in the reggae music industry in the beginning of his career with local act Tappa Zukie.

Also taking place in London during this time is 'Jamaica House 2012' staged in the North Greenwich Arena (The 02) from August 3 - 12, 2012. Organised by JAMPRO, the Jamaica Tourist Board and the Jamaica 50 Secretariat, this initiative represents a key component of the country's marketing and promotional activities in the UK.

According to Minister Hylton, Jamaica 'missed the boat' with a lack of country presence in Beijing 2008 and Berlin 2009 when our athletes broke records and astonished the world. Hylton, however, guaranteed, "We will not be missing the boat in London."

Jamaica House will seek to capture the essence of the island, highlighting its natural beauty, rich and vibrant culture, strong sporting tradition, high-quality products, compelling business-value proposition, and the warmth and creativity of the people. It will also serve as the base of Jamaica's National Olympic Committee. The North Greenwich Arena will host 40-50 thousand visitors daily and 2 million tourists are expected to attend London 2012, giving the country a substantial platform to further business and trade investment opportunities.