Cases studies

Zambia Tourism Branding Publicity in Europe – February / July 2011 : How to launch a campaign in 3 key markets: France, Italy & Germany, to effectively promote a competition to choose Zambia’s new brand and slogan

• Agencies : Interface Tourism France
• Services : Consumer Promotion - Market Intelligence - Representation - Trade Development

Brief

Zambia Tourism Board considered that its brand and slogan “Zambia: the real Africa” was out of date and no longer satisfied the needs of the destination.

Following the experience of other countries such as Australia, Turks & Caicos, Vietnam, Kenya and others, the destination therefore decided to launch a competition amongst graphic design students in 3 key European markets, the aim being to award the best creative suggestion for Zambia’s new brand and slogan.

Tactics

Interface Tourism developed a communication plan to promote this creative competition including:
- A dedicated website presenting the competition
- Press releases
- Edition and emailing of newsletters to qualified contacts
- Zambia’s Facebook page, blog content and encouraging communities to participate etc.

Considering the short length of the competition (1 month only), Interface Tourism helped to promote the competition amongst trade partners such as Tour Operators and Travel Agents, thereby creating visibility and increasing destination awareness

Result

- More than 30 articles about the competition & the launch of the new logo were published in the 3 countries
- Following the competition a French TV Channel recorded a documentary on opportunities for Zambia Tourism
- More than 40 tour operators decided to increase their promotion of Zambia as a direct result of the PR campaign