A presentation on the Branded Marketing Campaign Strategy embarked on by Ghana Tourism in China at the COTTM 2008 Exhibition. Roy Graff of China Contact was the Business Consultant. Images of the Stand Designs both of the impression and actual presentation included. Jean Lukaz was the local consultant that accompanied the group.
2. Does the Brand Really Communicate the Diversity of
the Experience?
JEAN LUKAZ
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3. We must work to differentiate ourselves In The Sea
Of
Collateral Brochures,
Magazine Ads,
Media Stories, and
Internet Portals
JEAN LUKAZ
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4. Choosing A Strategy
Leadership: Being the 1st to get into the mind
(not the market) through Aggressive Promotion
Create a New Category and be the 1st if there is a
Leader already
Focus on a Single Powerful Word (Positioning)
(We can’t compete with the well-established destinations)
Acknowledging Our Position on the Ladder to
Tourists and Working Hard to Get to the Top
JEAN LUKAZ
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5. The Strategy
A Well-Defined and Unique Brand Personality
Selection of The Correct Positioning Strategies
'Themed' Product Development
Consistent And Appropriate Advertising and
Promotion
Careful Brand Guardianship
JEAN LUKAZ
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6. The Objective
The Objective is to get everyone to speak with one voice, to
maximize our financial and human resources
Consistency and frequency will get this message across. We
need to start measuring all country activities against the
Tourism Brand in our policies, behaviour, from our
President to everyone in the country.
We can help ensure that every piece of communication
from Ghana supports the values and personality of our
country's brand.
If all of our documentations feel, look and sound the same
- that will be very powerful.
JEAN LUKAZ
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7. Determinants of A Nation’s Brand
Tourism
Governance
Exports
People
Education
Investment
Sports
Culture & Heritage
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8. Tourism As A Brand
Tourism is often the most visibly promoted aspect
of the nation brand, since most tourist boards
spend lots of money on ‘selling’ the country
around the world.
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9. What Is Unique About Ghana?
All African countries
Ghana [authenticity/culture]
Flora
Highest No. of Festivals
Fauna
Kakum
Drums
Paga [friendly crocs]
Music
Kente Weaving
Dance
Music
Religion
etc
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10. Others
SA
The Small Six
KENYA
Flower Farms
Camel Racing
Goat Racing
AUSTRALIA
Camel Racing
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