new destination branding campaign for - Tanzania Tourist Board
new destination branding campaign for - Tanzania Tourist Board
new destination branding campaign for - Tanzania Tourist Board
Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
NEW DESTINATION BRANDINGCAMPAIGN FORTANZANIA
THE TANZANIA‟STOURISMDESTINATIONBRANDING2
Destination Branding• In recent years <strong>branding</strong> <strong>for</strong> tourism <strong>destination</strong>shas become important: To differentiate the <strong>destination</strong> from competitors To increase awareness and recognition To create a positive image To give a strong and compelling brand identity• TTB embarked on developing a tourism brand <strong>for</strong>the <strong>destination</strong> <strong>Tanzania</strong>, being one of the primaryfunctions of a country‟s tourism board.2/6/2012TANZANIA:The Land ofKilimanjaro, Zanzibar and TheSerengeti3
A tourism <strong>destination</strong> brand is ..… a PROMISE• It establishes the kind ofexperience that the visitor canexpect from the <strong>destination</strong>.4
Tourism brands of some<strong>destination</strong> countries…1• “I Feel Slovenia”(Slovenia <strong>Tourist</strong> <strong>Board</strong>)• “Get Natural”(Switzerland <strong>Tourist</strong> <strong>Board</strong>)• “Beyond Your Expectations”(Mexico <strong>Tourist</strong> <strong>Board</strong>)5
Tourism brands of some<strong>destination</strong> countries…2• “Your Singapore”(Singapore Tourism <strong>Board</strong>)• “Discover perfect peace”(Botswana Tourism Authority)• “Be inspired”(Korea Tourism <strong>Board</strong>)6
The <strong>Tanzania</strong>’s Tourism DestinationBranding initiative• The proposed <strong>destination</strong> brand will bean inclusive brand <strong>for</strong> the UnitedRepublic of <strong>Tanzania</strong>.• <strong>Tanzania</strong> Tourism Destination brandis expected to be the „loudest voice‟ incommunicating a country than wouldother brands such as economic,industrial or political.2/6/2012TANZANIA:The Land ofKilimanjaro, Zanzibar and TheSerengeti7
Slogans used by TTB in the past topromote Destination <strong>Tanzania</strong>:• 1993: “TANZANIA, THE LAND OF KILIMANJAROAND ZANZIBAR”• 1997: “TANZANIA, UNSURPASSED AFRICA”• 2003: “TANZANIA, AUTHENTIC AFRICA”• 2006 “TANZANIA, THE LAND OF KILIMANJAROAND ZANZIBAR”• 2008: “TANZANIA, THE LAND OF KILIMANJARO,ZANZIBAR AND THE SERENGETI”• 2011: ?2/6/2012TANZANIA:The Land ofKilimanjaro, Zanzibar and TheSerengeti8
Destination Branding Phases• The <strong>Tanzania</strong> Tourism <strong>destination</strong> Branding willinvolve five (5) phases:1. Image investigation, analysis and strategicrecommendations2. Brand identity development3. Brand design4. Brand launch and communication5. Brand management• TTB accomplished phases1 and 2 above.2/6/2012TANZANIA:The Land ofKilimanjaro, Zanzibar and TheSerengeti9
<strong>Tanzania</strong> as a Destination: Image InvestigationSurvey• Questionnaires were administered to Non-Residents at designated airports, hotels, andother tourist areas in Dar-es-salaam, Arushaand Zanzibar• Sent out to <strong>Tanzania</strong>n embassies: Russia,Japan, USA, Germany, India, Belgium, Canada,China, France, South Africa, United Kingdom;• Administered at travel shows (Leisure TravelFair, Moscow ) between August and October2010.• More than 2,548 questionnaires filled in.10
Important Questions Asked:• What has motivated you to visit <strong>Tanzania</strong> on thistrip?• What image did you have of <strong>Tanzania</strong> prior toyour first visit?• What image do you have of <strong>Tanzania</strong> now?• What is the strength of <strong>Tanzania</strong> DestinationImage?• What brand (name, slogan, etc) could bestpromote <strong>Tanzania</strong> as a tourist <strong>destination</strong>?11
Results from the survey …… Images which came out strongly:Friendliness of the people;Beautiful country.2/6/2012TANZANIA:The Land ofKilimanjaro, Zanzibar and TheSerengeti12
Developing the brand (slogan)…• Synthesize the assets:Friendliness of the People+Beautiful country• Develop a brand that expressesexpectations (benefits) whichare to be obtained13
The proposed <strong>destination</strong> brandProposed <strong>destination</strong> brand (slogan):“<strong>Tanzania</strong> - Feel Great with Friends”This slogan was presented to stakeholders onMarch 4, 2011 <strong>for</strong> comments and/or suggestionsof <strong>new</strong> slogans14
Interpretation of “friendly people”• Welcoming people• You need not feel alone• You will always make <strong>new</strong> friends15
Interpretation of beautiful (great)country. Why great?Some assets which portray <strong>Tanzania</strong>’s greatness:The Ngorongoro Crater –the 8 th wonder of the world andlargest unbroken caldera in the world .Mount Kilimanjaro - the highest free standing mountain in theworld.Mwl. Julius K. Nyerere, one of Africa‟s and the world‟s greatestleaders.The Selous Game Reserve - the largest Game Reserve in Africa .Lake Victoria the source of the Nile, the largest lake in Africa andthe second largest fresh water lake in the world.Lake Tanganyika - the deepest and the longest lake in Africathe2/6/2012TANZANIA:The Land ofKilimanjaro, Zanzibar and TheSerengeti16
• We welcome comments andsuggestions up to February 29th, 2012,thereafter a second workshop will beheld to conclude the second phase ofthe <strong>branding</strong> process• Note: Slogans should enhance theperceptions of “friendly people” and“beautiful country”2/6/2012TANZANIA:The Land ofKilimanjaro, Zanzibar and TheSerengeti17
Comments and suggestions orproposals of <strong>new</strong> slogans arewelcome at this address:brand@tanzaniatourism.go.tzDeadline: February 29th ,201218
Change language