Client 

Namibia Tourism Board

(via EU Namibia Tourism Development Programme - 2005)

Challenge

Namibia was relatively unknown outside South Africa and Germany, its former colonial occupier. It wanted to grow its tourism economy beyond its traditional markets. But how could Namibia differentiate itself from its southern African neighbours and put itself on the international tourism map? 

Solution

• We developed a brand for Namibia, incorporating the following core brand values: natural, rugged, soulful, liberating.

• We undertook consumer research in South Africa, Germany and the UK to establish perceptions of Namibia amongst previous visitors and non-visitors in key market segments.

• We then worked with Namibian stakeholders to refine the concept and ensure their buy-in to the eventual brand. Stakeholders from all sectors were involved – tourism, manufacturing, food and drink, services, diplomatic corps – all of whom embraced the brand enthusiastically.

• We produced “Branding Namibia – A Practical Guide” as a toolkit for all who promote Namibia internationally in any sector.

Result

• "A much more consistent approach to the presentation of Namibia internationally, particularly in tourism marketing, by both public and commercial sectors" 

• "A significant increase in awareness of Namibia, particularly in Europe"

• "Growth in tourism to Namibia from all main markets" (especially, Europe and South Africa)

- per Gideon Shilongo, former CEO, Namibia Tourism Board