A tourism destination brand is

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TANZANIA TOURIST BOARD’S NEW
BRANDING CAMPAIGN FOR
TANZANIA
THE TANZANIA’S
TOURISM
DESTINATION
BRANDING
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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.
4/13/2015
TANZANIA:The Land of
Kilimanjaro, Zanzibar and The
Serengeti
3
A tourism destination brand is ..
… a PROMISE
 It establishes the kind of
experience that the visitor can
expect from the destination.
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Tourism brands of some
destination countries…1



“I Feel Slovenia”
(Slovenia Tourist Board)
“Get Natural”
(Switzerland Tourist Board)
“Beyond Your Expectations”
(Mexico Tourist Board)
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Tourism brands of some
destination countries…2



“Your Singapore”
(Singapore Tourism Board)
“Discover perfect peace”
(Botswana Tourism Authority)
“Be inspired”
(Korea Tourism Board)
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The Tanzania’s Tourism Destination
Branding initiative


The proposed destination brand will be
an inclusive brand for the United
Republic of Tanzania.
Tanzania Tourism Destination brand
is expected to be the ‘loudest voice’ in
communicating a country than would
other brands such as economic,
industrial or political.
4/13/2015
TANZANIA:The Land of
Kilimanjaro, Zanzibar and The
Serengeti
7
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: ?
4/13/2015
TANZANIA:The Land of
Kilimanjaro, Zanzibar and The
Serengeti
8
Destination Branding Phases


The Tanzania Tourism destination Branding will
involve five (5) phases:
1. Image investigation, analysis and strategic
recommendations
2. Brand identity development
3. Brand design
4. Brand launch and communication
5. Brand management
TTB accomplished phases1 and 2 above.
4/13/2015
TANZANIA:The Land of
Kilimanjaro, Zanzibar and The
Serengeti
9
Tanzania as a Destination: Image Investigation
Survey




Questionnaires were administered to NonResidents 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.
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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?
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Results from the survey …
… Images which came out strongly:
Friendliness of the people;
Beautiful country.
4/13/2015
TANZANIA:The Land of
Kilimanjaro, Zanzibar and The
Serengeti
12
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
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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
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Interpretation of “friendly people”
Welcoming people
 You need not feel alone
 You will always make new friends

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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
4/13/2015
TANZANIA:The Land of
Kilimanjaro, Zanzibar and The
Serengeti
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4/13/2015

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
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Comments and suggestions or
proposals of new slogans are
welcome at this address:
[email protected]
Deadline: July 31, 2011
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