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Learn more aboutWayne Harrison onlinenotesfrom the topBRANDINGTHE BAYBoomtown’s new MD Wayne Harrison shares theagency’s perspective on branding Nelson Mandela Bay.Strategic insight brings you the benefit of behavior change andcreative execution. Boomtown is arguably one of the strongest destinationbranding agencies in Africa. What we’ve managed to do is harness theexperts in different fields and use their skill in branding destinations andbuilding tourism brands. We have been engaged not just with developingthe Nelson Mandela Bay brand, but also Namibian tourism. We’ve engagedwith Johannesburg tourism, and do work for Dubai and Mauritius.There are many things that go into building a destination brand. It’sabout finding that magical essence and discovering what differentiates adestination. We are really looking forward to taking that next step with theNelson Mandela Bay brand, through the municipality and through thetourism board.The process of building a brand is a complex one. It’s a process ofengaging with many role players, from the tourism trade, to the municipality,to provincial stakeholders. It’s a process of discovery - where does thecommon ground lie on an emotional level?A strong brand has a single, strong emotive proposition that draws people infrom the heart to the head. And it’s on that level where we need to take ourtourism message, first and foremost to our locals. We need to instill brandloyalty and build advocates in our own community.Harrison worked in the SouthAfrican advertising industry since1989 gaining experience in small,award-winning specialised brandagencies as well as large globalnetworks. Hand-picked to head upthe Ogilvy operations in Namibiafrom 2009 to 2011, Harrison hasalso worked as Creative Director atPrimaplus and Creative Director atPam Golding Property Group.Port Elizabeth is the friendly city. That is true in every sense of the matter.Building the Nelson Mandela Bay brand is about converting what we do bestcollectively into an attractive proposition. The tangible benefits of NelsonMandela Bay are here – the beautiful beaches, the wonderful game reserves,the history that breathes on every street corner, the cultural dynamics of ourcosmopolitan community – it’s just about bringing it to life.Written by: Nicole KlokowI’ve enjoyed just seven months in Nelson Mandela Bay, but twentythree in the advertising industry. I’ve been fortunate to work for someamazing agencies and some really strong brand-building specialists andunits. I met up with Neil Hart (Boomtown founder and now chairman) inCape Town, and he came with an inspiring story and an intriguingmethodology of Boomtown’s vision for the industry. What was refreshingwas hearing Neil explain a philosophy that centred around a dynamic mix ofcreativity and strategy – ultimately, that’s where you get the magic of hugeimpact and great change.8 September 2012 Infocom Join the Bay’s Business Conversation