The United Nations World Tourism Organisation (UNWTO) has launched a campaign tagged Inspiration Africa Branding Challenge to position Africa as a choice tourism destination.
This is very key as countries around the world slowly recovering from the impact of COVID-19.
Against the current backdrop of heightened uncertainty, tourism’s proven resiliency and dynamic nature needs to be harnessed and reinforced to support livelihoods.
In this regard, a strong destination brand will contribute to boosting traveler confidence and promoting new experiences in one of the world’s most vibrant destinations.
UNWTO Inspiring Africa – Branding Challenge invites key actors from the marketing and branding sector to present their proposals for a campaign that positions Africa as a destination in the minds of travelers.
Beyond COVID-19, the campaign aims to create a positive image of Africa as a tourism destination that supports the efforts of individual countries and companies, tells the many positive stories about Africa, and makes tourism a driver of development.
Main Objectives
-To design an innovative and impactful branding campaign to position Africa on the wish list of international travelers.
-What we are looking for: creative concept and sample communication materials. Innovative, original proposals are key.
Inspiration Africa Branding Challenge🌍!
We are #RestartingTourism! That’s why we want to hear your ideas for an innovative campaign that positions Africa in the minds of travelers from all over the world.
Join us! https://t.co/qC0XeIBW58 pic.twitter.com/QuaMDaiENO
— World Tourism Organization (@UNWTO) June 8, 2020
Who should apply
-All those who want to make a difference for Africa through using their imagination!
-Marketing, communication, advertising and branding firms or group of companies, start-ups and innovators, marketers, designers, brand experts and digital experts.
Application criteria
-Innovative and inspiring in nature
-With a focus on Africa but eventually adaptable regionally and to individual countries
-Relevant in the current COVID-19 recovery context and in the medium term
-Integrate innovative technologies and digital tools (mobile technologies, virtual reality, IoT, Big Data, etc.)
-Open to potential public-private partnerships
-Stress sustainability and community engagement
-Support the economic growth of Africa and strategies to attract investment.
-Showcase and celebrate Africa´s rich cultural and biodiversity
-Showcase and celebrate Africa´s innovations and achievements
Selection process
-Screening applications by UNWTO
-Experts committee Assessment and selection of up to 10 finalists
-Winning proposal
Benefits of participating
-Association with UNWTO Agenda for Africa
-Invitation to launch the campaign with the UNWTO Secretary-General
-Speaking opportunity at the UNWTO General Assembly in 2021
-Contribute to support African development through tourism
-Visibility among UNWTO African Member States (Ministries of Tourism) and the global tourism sector at large
-Form part of the UNWTO Innovation Network
-Potential matchmaking with partners to develop further the proposal, including investors, corporations and governments
Application closes on: 8 August 2020. Please click here to apply and for more details.
