Digicel brings the beat for Rio
Linking the flavours of the Caribbean through the region's music and sport and arguably its most recognisable face - Usain Bolt - telecommunications giant Digicel yesterday launched the Bring the Beat campaign, which will be a key part of the company's promotion leading to the 2016 Olympic Games in Rio de Janeiro.
The event, with Bolt himself as the special guest, was launched at the Terra Nova All-Suite Hotel in Kingston.
Bring the Beat aims to celebrate the Caribbean's culture and features its own theme song, performed by Trinidadian Machel Montano featuring Jamaica's Tessanne Chin.
The song will have variations which will be used in other Caribbean territories, featuring artistes from those particular islands, according to Digicel Group's director of marketing, Peter Lloyd.
"Music and sport have the power to bring people and nations together, and that is exactly what we are about. We will use beats, music, rhythm and talent to connect the world to our athletes no matter what flag they compete under," Lloyd said.
Journalists and children from several Caribbean islands, including Antigua and Barbuda, Cayman, Montserrat, St Kitts & Nevis, St Vincent & the Grenadines, and Trinidad and Tobago were brought in specially for the function, with the children acting as young reporters and invited to pose questions to Bolt, who responded with his usual aplomb.
The reigning Olympic 100m and 200m champion was put in the hot seat and interviewed by Jamaican primary schoolgirl Naleighna-Kae McLean who asked the athlete a variety of questions ranging from his taste in food, to his relationship with his coach, Glen Mills.
Meanwhile, sports fans, through Digicel, will have the opportunity to win tickets to various sporting events this summer, including NBA games, Caribbean Premier League cricket and the Olympic Games track and field programme.
The event was broadcast live throughout the region on Digicel's cable television arm, SportsMax.