"Bolt's our most treasured property" says Digicel

KINGSTON, Jamaica - The Caribbean's biggest telecommunication company Digicel says that Usain Bolt "is probably our most treasured property as he ought to be."

In an article reported on the Jamaica Observer website Donovan White the head of marketing for Digicel in Jamaica said "we were very insightful and indeed lucky to have prompted Bolt's first corporate sponsor. When Digicel decided to take Bolt on he wasn't the star he is now but he certainly had potential...The Bolt proposition has turned out to be extremely useful and extremely valuable''.

The telecom giant provides mobile services in twenty-six (26) countries and territories throughout the Caribbean, its sister company Digicel Pacific operates in seven (7) markets in the South Pacific and Bolts is major part of there marketing portfolio.

"He has worked with other countries to launch products. For example, in the French West Indies, Bolt was the face and image and character used to launch our 3G product, similarly in Bermuda...it is that kind of awe that you bring to national properties when you have the luck of having someone like Usain Bolt in your portfolio who is truly an ambassador at large," said White.

The company uses Bolt's superstar image extensively in Jamaica, his image can be seen on advertising bill boards, marketing and sales stores, sporting events, and street corners across the Island; their marketing campaign is centered mainly around the double Olympic World record holder.