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Campaign Strategy
GHANA
 Does the Brand Really Communicate the Diversity of

the Experience?

JEAN LUKAZ

2
We must work to differentiate ourselves In The Sea
Of
 Collateral Brochures,
 Magazine Ads,

 Media Stories, and
 Inte...
Choosing A Strategy





Leadership: Being the 1st to get into the mind
(not the market) through Aggressive Promotion
C...
The Strategy






A Well-Defined and Unique Brand Personality
Selection of The Correct Positioning Strategies
'Theme...
The Objective
 The Objective is to get everyone to speak with one voice, to

maximize our financial and human resources
...
Determinants of A Nation’s Brand
Tourism
Governance

Exports

People

Education

Investment

Sports
Culture & Heritage

JE...
Tourism As A Brand
 Tourism is often the most visibly promoted aspect
of the nation brand, since most tourist boards
spen...
What Is Unique About Ghana?
All African countries

Ghana [authenticity/culture]

 Flora

 Highest No. of Festivals

 Fa...
Others
 SA
 The Small Six

 KENYA
 Flower Farms
 Camel Racing
 Goat Racing

 AUSTRALIA
 Camel Racing

JEAN LUKAZ

...
Ghana’s Cultural Offering…
FESTIVALS
SLAVE
HISTORY

SHOPPING

FAUNA

DANCE

FLORA

MUSIC

CULTURE

RELIGION

ART

POLITICA...
Cultural Experience vrs. Modern
Experience
AUTHENTICITY

?
CULTURAL

MODERN

MODERN REPRESENTATION OF CULTURE
(RECENT DEVE...
Themed Products
&
Market
Segmentation

JEAN LUKAZ

13
BRAND
Singles
Active Tourism
Adventure Tourism
Babymoon Tourism
Bachelor/Bachelorette Parties
Beach Tourism
Business Touri...
BRAND
Mancations
Nightlife Tourism
Poorism /Rural Tourism
Post-graduation
Safari/Wildlife Tourism
Safe Danger/Ghetto Touri...
THANKS

JEAN LUKAZ

16
GHANA
‘Culture
and
much more…’ ®™
JEAN LUKAZ

17
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Ghana's cottm 2008 campaign strategy

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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.

Published in: Travel, Business
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Transcript of "Ghana's cottm 2008 campaign strategy"

  1. 1. Campaign Strategy GHANA
  2. 2.  Does the Brand Really Communicate the Diversity of the Experience? JEAN LUKAZ 2
  3. 3. We must work to differentiate ourselves In The Sea Of  Collateral Brochures,  Magazine Ads,  Media Stories, and  Internet Portals JEAN LUKAZ 3
  4. 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 4
  5. 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 5
  6. 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 6
  7. 7. Determinants of A Nation’s Brand Tourism Governance Exports People Education Investment Sports Culture & Heritage JEAN LUKAZ 7
  8. 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. JEAN LUKAZ 8
  9. 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 JEAN LUKAZ 9
  10. 10. Others  SA  The Small Six  KENYA  Flower Farms  Camel Racing  Goat Racing  AUSTRALIA  Camel Racing JEAN LUKAZ 10
  11. 11. Ghana’s Cultural Offering… FESTIVALS SLAVE HISTORY SHOPPING FAUNA DANCE FLORA MUSIC CULTURE RELIGION ART POLITICAL & SOCIAL HISTORY LOCAL CUISINE KENTE/ FASHION CRAFT PEACE GHANA®™ ‘Culture and much more…’ JEAN LUKAZ 11
  12. 12. Cultural Experience vrs. Modern Experience AUTHENTICITY ? CULTURAL MODERN MODERN REPRESENTATION OF CULTURE (RECENT DEVELOPMENTS) JEAN LUKAZ 12
  13. 13. Themed Products & Market Segmentation JEAN LUKAZ 13
  14. 14. BRAND Singles Active Tourism Adventure Tourism Babymoon Tourism Bachelor/Bachelorette Parties Beach Tourism Business Tourism Community-based Tourism Cultural Tourism Dark Tourism/Reality Tourism Debaucherism Ecotourism Educational Tourism Enclave Tourism Extreme Tourism Funeral Tourism Gaming/Gambling Tourism Gastronomic Tourism Golf Tourism JEAN LUKAZ Grand Tourism SEGMENT Singles Young Adults Expectant Couples Business Executives Elderly 14
  15. 15. BRAND Mancations Nightlife Tourism Poorism /Rural Tourism Post-graduation Safari/Wildlife Tourism Safe Danger/Ghetto Tourism Sex Tourism Shopping Tourism Sports Tourism Teen Sleepovers Teenage Sleepovers Voluntourism Wedding Tourism/Honeymoonism Women Only Eroticism/ Hedonism Halal Tourism Slow Travelling/Responsible Tourism Diaspora Tourism/VFR Heritage Tourism Festival Tourism Residential/Real Estate Tourism Medical Tourism JEAN LUKAZ SEGMENT Males Teenagers Just Married Females 15
  16. 16. THANKS JEAN LUKAZ 16
  17. 17. GHANA ‘Culture and much more…’ ®™ JEAN LUKAZ 17

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