Punch was commissioned to create a new festival as part of LOCOG’s Olympic Weekend. Our brief was to highlight the hosting of the Jamaican Olympic team in the city – including the world’s fastest man, Usain Bolt – and celebrate the cultural and economic contributions of the large and well-established Caribbean community to the region.  Our response was Jamaica LIVE! which took place in July 2011. Central to the success of our programme was the participation of Reggae Reggae Sauce icon Levi Roots, with live cooking and singing performances enabled us to connect the music, food and business strands of our programme.

The Delivery

  • We created a unique, free, high-profile, family-friendly event
  • We provided all marketing and PR for the event across the region
  • We programmed over 12 hours of live music for the main stage.
  • We created a unique big screen cookery show starring Levi Roots
  • We secured Victoria Square as our location, opposite Birmingham’s best-known buildings.
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The Result

  • The first ever open-air festival held in Birmingham’s highest profile open space.
  • Over 33,000 people attended during the day.
  • Stars included Reggae Philharmonic Orchestra and Dawn Penn.
  • Over 20 minority-owned businesses procured as part of the festival.
  • 30 in-depth media reports including BBC, ITV and a 3-day rolling feature on Midlands Today