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TANZANIA TOURIST BOARD’S NEW BRANDING CAMPAIGN FOR TANZANIA

TANZANIA TOURIST BOARD’S NEW BRANDING CAMPAIGN FOR TANZANIA. THE TANZANIA’S TOURISM DESTINATION BRANDING. Destination Branding. In recent years branding for tourism destinations has become important: To differentiate the destination from competitors To increase awareness and recognition

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TANZANIA TOURIST BOARD’S NEW BRANDING CAMPAIGN FOR TANZANIA

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  1. TANZANIA TOURIST BOARD’S NEW BRANDING CAMPAIGN FOR TANZANIA

  2. THE TANZANIA’S TOURISM DESTINATION BRANDING

  3. Destination Branding • In recent years branding for tourism destinations has become important: • To differentiate the destination 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 for the destination Tanzania, being one of the primary functions of a country’s tourism board. TANZANIA:The Land of Kilimanjaro, Zanzibar and The Serengeti

  4. A tourism destination brand is .. … a PROMISE • It establishes the kind of experience that the visitor can expect from the destination.

  5. Tourism brands of some destination countries…1 • “I Feel Slovenia” (Slovenia Tourist Board) • “Get Natural” (Switzerland Tourist Board) • “Beyond Your Expectations” (Mexico Tourist Board)

  6. Tourism brands of some destination countries…2 • “Your Singapore” (Singapore Tourism Board) • “Discover perfect peace” (Botswana Tourism Authority) • “Be inspired” (Korea Tourism Board)

  7. The Tanzania’s Tourism Destination Branding initiative • The proposed destination brand will be an inclusive brand for the United Republic of Tanzania. • Tanzania TourismDestination brand is expected to be the ‘loudest voice’ in communicating a country than would other brands such as economic, industrial or political. TANZANIA:The Land of Kilimanjaro, Zanzibar and The Serengeti

  8. Slogans used by TTB in the past to promote Destination Tanzania: • 1993: “TANZANIA, THE LAND OF KILIMANJARO AND ZANZIBAR” • 1997: “TANZANIA, UNSURPASSED AFRICA” • 2003: “TANZANIA, AUTHENTIC AFRICA” • 2006 “TANZANIA, THE LAND OF KILIMANJARO AND ZANZIBAR” • 2008: “TANZANIA, THE LAND OF KILIMANJARO, ZANZIBAR AND THE SERENGETI” • 2011: ? TANZANIA:The Land of Kilimanjaro, Zanzibar and The Serengeti

  9. Destination Branding Phases • The Tanzania Tourism destination Branding will involve five (5) phases: • Image investigation, analysis and strategic recommendations • Brand identity development • Brand design • Brand launch and communication • Brand management • TTB accomplished phases1 and 2 above. TANZANIA:The Land of Kilimanjaro, Zanzibar and The Serengeti

  10. Tanzania as a Destination: Image Investigation Survey • Questionnaires were administered to Non-Residents at designated airports, hotels, and other tourist areas in Dar-es-salaam, Arusha and Zanzibar • Sent out to Tanzanian embassies: Russia, Japan, USA, Germany, India, Belgium, Canada, China, France, South Africa, United Kingdom; • Administered at travel shows (Leisure Travel Fair, Moscow ) between August and October 2010. • More than 2,548 questionnaires filled in.

  11. Important Questions Asked: • What has motivated you to visit Tanzania on this trip? • What image did you have of Tanzania prior to your first visit? • What image do you have of Tanzania now? • What is the strength of Tanzania Destination Image? • What brand (name, slogan, etc) could best promote Tanzania as a tourist destination?

  12. Results from the survey … … Images which came out strongly: Friendliness of the people; Beautiful country. TANZANIA:The Land of Kilimanjaro, Zanzibar and The Serengeti

  13. Developing the brand (slogan)… • Synthesize the assets: Friendliness of the People + Beautiful country • Develop a brand that expresses expectations (benefits) which are to be obtained

  14. The proposed destination brand Proposed destination brand (slogan): “Tanzania - Feel Great with Friends” This slogan was presented to stakeholders on March 4, 2011 for comments and/or suggestions of new slogans

  15. Interpretation of “friendly people” • Welcoming people • You need not feel alone • You will always make new friends

  16. Interpretation of beautiful (great) country. Why great? Some assets which portray Tanzania’s greatness: The Ngorongoro Crater –the 8th wonder of the world and the largest unbroken caldera in the world . Mount Kilimanjaro - the highest free standing mountain in the world.  Mwl. Julius K. Nyerere, one of Africa’s and the world’s greatest leaders.  The Selous Game Reserve - the largest Game Reserve in Africa .  Lake Victoria the source of the Nile, the largest lake in Africa and the second largest fresh water lake in the world. Lake Tanganyika - the deepest and the longest lake in Africa TANZANIA:The Land of Kilimanjaro, Zanzibar and The Serengeti

  17. We welcome comments and suggestions up to July 31st, 2011, then after a second workshop will be held to conclude the second phase of the branding process • Note: Slogans should enhance the perceptions of “friendly people” and “beautiful country” TANZANIA:The Land of Kilimanjaro, Zanzibar and The Serengeti

  18. Comments and suggestions or proposals of new slogans are welcome at this address:brand@tanzaniatourism.go.tzDeadline: July 31, 2011

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