Rebranding African Tourism

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This short presentation provides the elements of a strategic approach to repositioning Africa and African tourism. It identifies four key audiences - high-net-worth tourists, "the backpacker set" (i.e., young, internationally minded tourists), African Americans, and 1st- and 2nd-generation African immigrants - as important cause ambassadors. The overall approach focuses on engaging credible influencers to tell new and more positive stories about Africa and African tourism.

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  • David Ogilvy said it first and we have stood by his words “We exist to build the business of our clients.” If at the end of the day, your business is not better off as the result of having worked with us, then we have failed to do our job. Our success is wholly-measured by our client’s success in solving the problems presented to us. Our efforts can never be separated from your overall marketing goals; our job is to help you get there.
  • David Ogilvy said it first and we have stood by his words “We exist to build the business of our clients.” If at the end of the day, your business is not better off as the result of having worked with us, then we have failed to do our job. Our success is wholly-measured by our client’s success in solving the problems presented to us. Our efforts can never be separated from your overall marketing goals; our job is to help you get there.
  • Rebranding African Tourism

    1. 1. Africa’s Image as a Tourism Destination Repositioning Africa October 1, 2009
    2. 2. War AIDS Africa malaria hunger corruption danger poverty
    3. 3. World Cup Africa vacation home investment growth adventure culture year abroad profitable
    4. 4. Repositioning Africa’s Image in Tourism <ul><li>Best practices in destination PR: Must Be Proactive + Reactive </li></ul><ul><li>Proactive PR </li></ul><ul><li>Reactive </li></ul><ul><ul><li>Crisis Communications </li></ul></ul><ul><ul><li>Must anticipate crises in advance and prepare for them </li></ul></ul><ul><ul><li>Information must be accurate, credible + timely </li></ul></ul>Influencer Engagement Media Relations Online Advertising Print + TV Advertising Events + Trade Shows Marketing
    5. 5. Action Steps <ul><li>Research your target audiences: Who are they? What do they value? What do they know about you? What messages do they respond to? </li></ul><ul><li>Educate the media: Desk Side Briefings, Editorial Boards, Social Media Outreach </li></ul><ul><li>Identify and engage credible influencers, champions, + “cause ambassadors” </li></ul><ul><li>Words matter: Change the vocabulary: “tribe,” “traditional” </li></ul><ul><li>Change the Conversation: Surprise them with new facts </li></ul><ul><ul><li>Economic growth, political liberalization, religious tolerance, green jobs, biodiversity, organic products, progress in health + education </li></ul></ul><ul><li>Make sure that everything you say and do is credible and trustworthy. </li></ul>
    6. 6. Messaging: Focus on Success
    7. 7. 360°Communications: Coalition Building Third-Party Initiatives (e.g.; School-based program) Promotions and Special Events Earned Media/Media Relations Social/”New” Media Crisis Management Issues Management Family Advocacy Groups Digital Influence Friends Neighbors Faith Community Local, State and Federal Agencies Workplace (Employers, Co-workers, Unions) Community Leaders/Groups Schools, Libraries, Other Community Resources Partnership Support Guerilla Marketing Grassroots Outreach Sports and Entertainment Outreach NGOs Word-of-Mouth/ Social Media Traditional Media (print and broadcast) Advertising Direct Marketing <ul><li>High Net Worth Individuals – Make them champions of </li></ul><ul><li>the luxury vacation of a lifetime </li></ul><ul><li>2. Youth Travelers – Convert them when they are young + create lifetime advocates and word-of-mouth marketers </li></ul><ul><li>3. African Americans – Build links to their cultural heritage and create cultural ambassadors </li></ul><ul><li>First + Second Generation African Immigrants – </li></ul><ul><li>Tap their sense of pride in music, food, culture so they can talk about their homeland in new + interesting ways </li></ul>Identify your target audiences, focus your communications on them, and convert them to the cause of rebranding Africa.
    8. 8. Contact: Bryan Callahan Ogilvy Public Relations Worldwide Bryan.Callahan (at) ogilvypr.com 202.729.4255

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