Following his impressive performances at the Olympics in Beijing and recently at the IAAF World Championships, Brand Bolt is yet to be framed. The level of exposure that Usain Bolt has brought to athletics and to his home country Jamaica is undeniable. But where do we go from here? That seems to be the number one question of everyone's mind. What is the Jamaican Government doing to maximize the gains from Brand Bolt? It seems like they are presently asleep at the wheel. It is not just Bolt that has lifted Jamaica's flag high, but all the other athletes who have received gold medals, such as Veronica Campbell-Brown, Shelly Ann-Fraser, Melanie Walker, Brigitte Foster-Hylton and so many others. Why hasn't the Government taken advantage of this? Time is quickly moving, while Brand Bolt and Company is fading in the distance. We only hear that there are meetings taking place, but nothing else is said.

The fact is, we need to utilize these athletes to clear up the image of Jamaica. Presently we are seen as a place filled with crime and violence. Jamaica is a beautiful country, with great people living in and outside of the country, this needs to be emphasized. We should never be defined as a 'crime den', because a few rotten eggs continue to destroy our image.

Bolt and Company can make a difference. A brand must be built around him and the other athletes who have made Jamaica proud. The time is now for the Tourism Board, Sports Ministry and other stakeholders to act.

My view is that the following steps should be taken. Firstly, Bolt and Company should be used to advertise Brand Jamaica, including in this would be the food, culture, music, beauty and brilliance of the people and the sites of Jamaica. Secondly, they should be used to advertise their vales to the Jamaican people, the greatness one can achieve if they work hard and stay focused, as well as to appeal to those who are destroying the image to stop. Thirdly, their merchandise should be fully copyrighted, and should be exclusively marketed by Jamaica, and no other country. Fourthly, sports earns billions a year, and Jamaica should seriously consider Sports Tourism. While the athletes have been flawless, the real heroes have been the coaches of these athletes. We no doubt have two of the greatest coaches on the planet, Stephen Francis and Glen Mills. However, we have failed to build an industry around our local coaches. The Government should build an additional track stadium, so our athletes can have the best facilities, and thus be able to bring more foreign athletes to our shores. This will make Jamaica one of the premiere countries in athletic development. Tourist will no doubt want to come and visit. Fifthly, as part of Sports Tourism, every community from which these athletes originated should be made into National Treasures. This would involve, making these communities fit for tourist visits and tours. Presently, communities such as the one Bolt came from is appalling to say the least, not to mention the community that Melanie Walker is from. These communities must be fixed, this will create jobs and bring a sense of hope to the children.

These are a few of the proposals which I believe should be followed. Some may argue that a lot of these things should be done across the board, such as fixing communities. But the fact is, Bolt and Company is a powerful brand right now. If we can focus on changing the image of Jamaica through them, then that's the way to go. If this happens, then all f Jamaica will be transformed. The Government needs to act now, time is ticking away. They have already missed the Beijing opportunity, let's see what they do now....