“Experience Southern Africa” Brand Strategy Presentation Presented by: Kwakye Donkor, Marketing and Communication Director, RETOSA

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Discovery The process that was followed evolving the brand strategy was highly consultative: • • •

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It commenced with a RETOSA staff workshop (01/03/2010. Then a Marketing and Communications Committee workshop (04/03/2010). A first presentation of the preliminary draft was presented to the Executive of RETOSA (05/03) and revised drafts, up to a seventh draft, were presented (11/03 – 09/09/2010). The Marketing and Communications Committee was kept up to date with presentations culminating in a presentation of 10/09/10. The process was informed by external conversations with tourism stakeholders, completed on 06/0910. Refinements to the brand strategy and brand identity were suggested at the RETOSA Conference held in Malawi (19-22/0410). A final draft was presented by the Marketing and Communications Committee to the RETOSA Board and approved on 22/09/10.

DISCOVERY BRAND WORKSHOP WITH STAFF

BRAND WORKSHOP MKT.COMMITTEE

EXTERNAL CONSULTATION PRELIMINARY BRAND STRATEGY FINAL BRAND STRATEGY BRAND IDENTITY DEVELOPMENT BOARD APPROVAL (Nov, 2011) & MINISTERS ENDORSEMENT (March, 2012)

The deliverables

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An evolved brand strategy

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A refined brand identity

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A platform for focused communication.

Methodology Best practice methodology was applied to ensure rigorous process. This methodology covers the following:

 Brand definition

 Brand architecture

 Brand expression

Background brief To ensure that the brand strategy was properly aligned to the realities facing RETOSA a background brief was interrogated using the following model: Business Objectives Definition

Marketing Segmentation

Segmentation Target market

Priority

Must cover distribution channel

Size The market

Share

Marketing strategy

Product

Trends

Value proposition

Issues

Price

Size Definition

Positioning Slogan Logo

External

A summary of the background brief is included to ensure that context is established.

Essence

Brand

Architecture

Expression

CI Advertising Sales material

Internal

Vision Mission Values

Market overview Market definition: RETOSA is a government enterprise, established by the SADC, to facilitate growth and development of tourism in Southern Africa through the promotion of Southern Africa as a tourist destination. Size and share: Southern Africa has 2% share of market measured against tourists entering countries in the region. This share is growing slowly. It is relatively small when compared to established markets like Europe (55%), but competitive to similar markets e.g. Caribbean (2,3%) or India (2%). Trends: Tourism is benefitting from a macro-trend of increasing accessibility and availability, with destinations like Southern Africa enjoying the benefit of trends supportingg adventure tourism and responsible tourism. Issues: Southern Africa is challenged by a perception of it being a risky destination which is relatively inconvenient to visit (both from a time and cost point of view) and there are a wide array of alternatives being aggressively marketed.

Marketing strategy Business objectives • Increased tourism to the region measured by: o

Travel between the 14 countries in the region. • Intra-regional travel (i.e. by citizens of the 14 countries) • Inter-regional travel (i.e. by tourists from outside the 14 countries)

• Increased propensity to invest in the growth and development of tourism as measured by appropriate research.

Marketing objectives • Make business objectives measurable. • Increase intra-regional travel. o o o

Positive awareness Promotion Digital infrastructure

• Increase inter-regional travel o o o

Promotion Digital infrastructure Follow-up visits direct campaign

Build capacity and resource through collaboration which will require promoting a positive perception of the benefits of collaboration.

• Increase propensity to invest in the growth and development of tourism through events and communication.

Marketing strategy (cont’d) Stakeholders

Target market

This is the industry itself as well as those who markedly influence the industry, and they are prioritised as follows: 1.Governments 2.Travel trade 3.Travel media 4.Travel associations 5.Special interest groups

This is tourists who can be segmented as business or leisure and are prioritised by where they live: 1.Southern Africa 2.Europe and UK 3.North America 4.Middle East 5.Asia 6.Australasia 7.Rest of Africa The above priority is for the region, individual countries may well have different priorities.

SERVICE Facilitation promoting collaboration

PRODUCT INCREASING TOURISM

Southern Africa as a tourism destination

Value Proposition Stakeholders

Target market

This is the industry itself as well as those who markedly influence the industry, and they are prioritised as follows: 1.Governments 2.Travel trade 3.Travel media 4.Travel associations 5.Special interest groups

This is tourists who can be segmented as business or leisure and are prioritised by where they live: 1.Southern Africa 2.Europe and UK 3.North America 4.Middle East 5.Asia 6.Australasia 7.Rest of Africa The above priority is for the region, individual countries may well have different priorities.

SERVICE Collaborative effort as SADC custodian of tourism

PRODUCT VALUE PROPOSITION

Experiencing Southern Africa

Brand Strategy - Methodology Brand definition:  Brand identity  Brand positioning

Brand architecture:  Hierarchy  Roles  Visual treatment

Brand champions

Organisation and process:  Responsibility  Management  Resource

Brand expression:  Internal buy-in  External expression

David A. Aaker’s best practice methodology as published in Brand Leadership was applied to developing the brand strategy.

Brand champions Brand definition:  Brand identity  Brand positioning

Brand architecture:  Hierarchy  Roles  Visual treatment

Brand champions

Organisation and process:  Responsibility  Management  Resource

Brand expression:  Internal buy-in  External expression

Brand champions are those intimately involved with the brand strategy process, consisting of the participants of the two workshops.

Brand definition Brand definition:  Brand identity  Brand positioning

Brand architecture:  Hierarchy  Roles  Visual treatment

Brand champions

Organisation and process:  Responsibility  Management  Resource

Brand expression:  Internal buy-in  External expression

Brand definition positions Southern Africa in a way that is a robust presentation of itself, resonates across stakeholders, and is differentiated from competitors.

Brand architecture Brand definition:  Brand identity  Brand positioning

Brand architecture:  Hierarchy  Roles  Visual treatment

Brand champions

Organisation and process:  Responsibility  Management  Resource

Brand expression:  Internal buy-in  External expression

Brand architecture creates a structure that facilitates easily understood communications.

Brand expression Brand definition:  Brand identity  Brand positioning

Brand architecture:  Hierarchy  Roles  Visual treatment

Brand champions

Organisation and process:  Responsibility  Management  Resource

Brand expression:  Internal buy-in  External expression

Brand expression provides guidelines for the expression of the brand in communications.

Organisation and process Brand definition:  Brand identity  Brand positioning

Brand architecture:  Hierarchy  Roles  Visual treatment

Brand champions

Organisation and process:  Responsibility  Management  Resource

Brand expression:  Internal buy-in  External expression

Provides resource, systems, processes and policies for ensuring brand building and protection. This element of brand strategy was not covered in the scope of the project.

Brand definition model Self analysis

Distillation Process

Stakeholder analysis

Competitor analysis

A PROCESS OF DISTILLATION

Summary expression

Core expression Essence

Brand identity

Brand positioning

Internal expression of brand essence

External expression of brand essence

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Endless Horizon

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Inspiring new ways

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Let’s Explore

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Self analysis –

Self analysis

Member States and the region

Stakeholder analysis

Competitor analysis

A PROCESS OF DISTILLATION

Summary expression

Core expression Essence

Brand identity

Brand positioning

Internal expression of brand essence

External expression of brand essence

Self analysis | What is the ‘essence of Africa’? RETOSA has used the pay-off line, the essence of Africa, to capture what the value proposition is that Southern Africa offers world tourism. This was unpacked in the RETOSA staff workshop and RETOSA Marketing and Communications Committee workshop and refined in the presentations that followed to the RETOSA Executive and representatives of the RETOSA Marketing and Communications Committee. Central to this essence of Africa is abundant diversity. It is a challenge to capture this abundance visually, and a necessity to ensure that it encompasses the region. But abundant diversity on its own was recognised as not being a differentiator. It needs to be combined with other elements to make it a truly differentiated and powerful value proposition.

Whatever this proposition is, it needs to encompass what each member country is doing, so that the place to start was a review of their effort. This review certainly endorsed the fact that the region offers abundant diversity, but it also revealed a lot of other elements that in combination deliver differentiation.

Self analysis |

What is the ‘essence of Africa’?

DIVERSITY

There is so much to experience, so much to discover, a profusion of choice, from landscapes to cultures and the people that live them, and activities that range from adventurous to indulgent.

Self analysis |

What is the ‘essence of Africa’?

WILDERNESS

There is so much that is excitingly untamed and as beautifully natural as it was when time began.

Self analysis |

What is the ‘essence of Africa’?

HUMANITY

There is warmth that embraces you, wreathed in smiles that are wide and sparkle in honest eyes.

Self analysis |

What is the ‘essence of Africa’?

CLIMATE

There is the warmth of the sun that hurries the rain into mist and lingers long into the balmy nights.

Self analysis | DIVERSITY

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What is the ‘essence of Africa’?

WILDERNESS

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HUMANITY

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CLIMATE

This diverse offering provides the tourist with a never-ending source of experiences to discover; the untamed wilderness is pure abundance; humanity embraces them; and the sun warms them.

Experience

Abundance

Welcome

Warmth

This diversity is enhanced by collaboration. To enable the discovery of this wide range of experience requires facilitation.

Self analysis insight: A warm welcome to an indulgent abundance of discovery.

Stakeholder analysis RETOSA has two distinct shareholder groups: the tourist and the tourism industry. Both need to be taken into account for brand insight. Self analysis

Stakeholder analysis

Competitor analysis

A PROCESS OF DISTILLATION

Summary expression

Core expression Essence

Brand identity

Brand positioning

Internal expression of brand essence

External expression of brand essence

Stakeholder analysis |

What is the benefit of the ‘essence of Africa’ to the tourist?

A WARM WELCOME TO AN INDULGENT ABUNDANCE OF DISCOVERY FUNCTIONAL

EMOTIONAL

SELF EXPRESSIVE

Adventure Discovery Experience Choice Weather

Excited Exuberant Entranced Enthralled Welcomed Valued Belonging Privileged Transformed Alive

Heroic Experienced Interesting Envied Achieved

Stakeholder analysis insight: Enthral all with whom you share these experiences that have nurtured your senses back to life.

Stakeholder analysis |

And the benefit of the ‘essence of Africa’ to the membership of RETOSA?

A WARM WELCOME TO AN INDULGENT ABUNDANCE OF ADVENTURES

+ ENTHRAL ALL WITH WHOM YOU SHARE THESE ADVENTURES THAT NURTURED YOUR SENSES BACK TO LIFE. FUNCTIONAL

EMOTIONAL

SELF EXPRESSIVE

Opportunity created Collaborative effort Pooled resource Scale Shared expertise Communication platform Networking

Confident Energised Empowered Together

Professional Respected Responsible Status

Stakeholder analysis insight: Feel empowered by a collaborative effort that shares your responsibility and enhances your achievement.

Competitor analysis

An essential input to the brand definition is differentiation from competitors, particularly the Caribbean, South America, South East Asia and the Bahamas. Self analysis

Stakeholder analysis

Competitor analysis

A PROCESS OF DISTILLATION

Summary expression

Core expression Essence

Brand identity

Brand positioning

Internal expression of brand essence

External expression of brand essence

| How is the ‘essence of Africa’ better?

South America is particularly effective in promoting interregional travel. It has done this by creating travel routes that cross countries by appealing to interest groups. Their emphasis is on diversity, but they have used special interests to focus this diversity and the development of tourist routes to make it tangible.

South East Asia puts emphasis on exotic culture and on making it easy for tourists and tourism operators to access this diversity of culture.

The Caribbean is limited in the diversity that it offers compared to many other regional destinations. They have countered this with a proposition that makes it easier for them to claim diversity, i.e. life needs the Caribbean.

The Bahamas have a similar challenge to the Caribbean. A lesson to learn from them is the way they have created a design language that they can own.

Competitive Insight

COMPETITOR

HOW ARE WE BETTER

HOW THEY ARE BETTER

Caribbean

We have a more persuasive diversity offering.

They have an established identity and a focused value proposition.

South America

We have arguably more diversity, e.g. our natural heritage.

They have packaged their diversity in a way that makes it accessible.

South East Asia

We have as rich a cultural diversity and need to turn lack of awareness into an opportunity for discovery.

They have established themselves as a culturally exotic destination.

Bahamas

We have far more diversity.

They have countered a lack of diversity through the creation of a strong identity.

Diversity and choice focused by a value proposition that can be owned.

Diversity and choice that in some way changes your life.

A scan of competitive regional tourism associations shows one important thing: that diversity on its own is not enough because it is over-claimed, and that this availability of choice must be focused.

Brand essence Self analysis

Stakeholder analysis

Stakeholder analysis

Competitor analysis

A warm welcome to an indulgent abundance of discovery.

Enthral all with whom you share these discoveries that have nurtured your senses back to life.

Feel empowered by a collaborative effort that shares your responsibility and enhances your achievement.

Diversity and choice that in some way changes your life.

SUMMARY

A warm welcome to share an indulgent abundance of discoveries that will empower you by nurturing your senses back to life.

CORE

Share the warmth of an indulgent abundance of discovery that will nurture your life. SHARE THE WARM ABUNDANCE OF LIFE

ESSENCE

CORE

A brand essence is distilled from the brand insights The brand essence is not the vision, mission or slogan of RETOSA. It is the central thought or inspiration for all these things, as well as for all other ways in which the brand is communicated. As it is a distillation substantiated by facts it is robust. This means RETOSA can confidently use it for brand focus. SHARE THE WARM ABUNDANCE OF LIFE

Brand expression With a brand essence in place we can provide guidelines for brand communication. Brand definition:  Brand identity  Brand positioning

Brand architecture:  Hierarchy  Roles  Visual treatment

Brand champions

Organisation and process:  Responsibility  Management  Resource

Brand expression:  Internal buy-in  External expression

Brand expression begins with the formal brand expression, which is an extrapolation from the brand essence of vision, mission and core competence.

Brand expression |

VISION (EXTERNAL EXPRESSION)

Formal

SHARE THE WARM ABUNDANCE OF LIFE

RETOSA is a government enterprise, established by the SADC, to facilitate growth and development of tourism in Southern Africa through the promotion of the region as a tourist destination where visitors share a warm abundance of life.

CORE COMPETENCE FACILITATING CHOICE

MISSION (INTERNAL EXPRESSION)

RETOSA will facilitate travel to and between the 14 countries in Southern Africa by motivating collaboration that delivers measurable results.

Brand expression |

Colour The abundant shades of the rich Earth in natural harmony, surprised by an accent of bright colour.

Brand expression |

Animal

The abundant diversity of animal, fish and bird life, from sweeping herds of wildebeest to hidden gorilla families; the surprise of colour in the deep forest from a Loerie, or a lilac breasted roller in the grasslands; dolphins surfing or a whale breeching... There is so much to discover, and RETOSA helps facilitate this discovery, collaborating like elephants do in a herd.

Brand expression |

Beverage

Water, pure and natural, and the abundant variety of local brews to be discovered, all with a warm welcome in common.

Brand expression |

Activity

An abundance of activities to discover, so much to do and always best when it can be shared with family and friends, the experience captured in pictures and stories.

Brand expression |

Personification

If the RETOSA brand was a person, how would we describe that person? Physique

Character

Style

An African of stature and presence.

Modern yet proud of cultural heritage, unassuming, friendly, humorous, knowledgeable, inquisitive and compassionate.

Confident, cosmopolitan, and elegant.

It is difficult to choose a person to represent the region because nationality is exclusive rather than inclusive. The personification is therefore an amalgam of many people, representative of a wide range of Southern African life.

Brand expression |

Personification

Brand expression |

Personification

In terms of archetype we are a combination of the creative sage and the explorer in love. Represents RETOSA

Through wise and sage counsel RETOSA persuades stakeholders to collaborate in the creation of opportunity.

Represents Southern Africa as a tourist destination

The tourist to Southern Africa falls in love with the region because of the warm welcome and the exploration of enchanting experiences.

Brand strategy

Brand expression |

Words | Style, tone & manner

Africa has an oral tradition rich in storytelling and this should be captured in our style, tone and manner. Storytelling, whether oral or written, is about characterisation, intrigue and plot. It extends to proverb, wise in meaning and profound in message.

“

One hand cannot lift a thatched roof

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“

Wisdom enclosed in the heart is like a light in a jar

”

Brand strategy

Brand expression |

Words | Slogan

The most ubiquitous set of words that will be used is RETOSA’s slogan. There is an interesting insight to be learned from the Caribbean:

Brand expression |

Words | Slogan

What the Caribbean has cleverly done is to use the slogan, Life needs the Caribbean, which is very versatile as a means of focusing their offering e.g. Life needs nights to remember Life needs depth Life needs adventure Life needs luxury Life needs culture The recommendation is therefore to use a line which is as versatile, and a direct representation of the brand essence: SHARE THE WARM ABUNDANCE OF LIFE. It can be used to cover a wide range of Southern Africa’s wonderful diversity: Experience the nightlife Experience the depth Experience the adventure Experience the luxury Experience the culture

Brand expression |

Another way of stimulating creative expression is to describe RETOSA in terms of the senses Landscape, timeless, vast, enduring, awesome.

Warm... Visual expression must be a combination of visuals that present diversity. This does not require a collage – in fact, a collage reduces impact and invites censure through exclusion. The visual expression should rather use two visuals which in combination stretch the imagination to encompass diversity.

Not limited to wilderness, but defined by scope.

...and mellow.

|The senses - Sight From game...

... to gold.

Visual expression must be a combination of visuals that present diversity. This does not require a collage – in fact, a collage reduces impact and invites censure through exclusion. The visual expression should rather use two visuals which in combination stretch the imagination to encompass diversity. ...or the juxtaposition of the unexpected.

Brand strategy

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The senses - Hearing

The provocative sounds of distance: The call of the wild, the fish eagle in the river valley, the guinea fowl in the evening, the lion’s grunt at night. Rhythm and beat echoing off distant mountains.... ...or welcoming one in from the city pavement to the cosy warmth of music.

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The senses - Smell

It’s the fresh smell of the wilderness, like earth after rain...

...but with a hint of the muskiness of animals.

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The senses - Taste

As with aroma, it is a combination of freshness and spiciness. It‘s like cooking on an open fire. The taste of warm spicy nourishing food eaten under the stars.

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The senses - Feel

It’s grainy, like sand running through fingers, or walking barefoot on a beach... it‘s like bark or crushed, dry leaves, or brushing the stalks of high grass.

Brand architecture The next part of the brand strategy is brand architecture. Brand definition:  Brand identity  Brand positioning

Brand architecture:  Hierarchy  Roles  Visual treatment

Brand champions

Organisation and process:  Responsibility  Management  Resource

Brand expression:  Internal buy-in  External expression

Here we develop the theoretical basis for evolving the brand identity of RETOSA.

Aspects of Brand architecture

Brand portfolio

Portfolio graphics

Strategic roles Brand architecture

Brand portfolio structures

Communication roles

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Current portfolio & roles Business-to-business master brand, consumer endorsement brand, representing an SADC initiative to facilitate collaboration in the tourism industry. Product to consumer master brand and business-to-business ingredient / benefit brand, presenting Southern Africa as a destination.

Product to consumer master brand and business-to-business ingredient / benefit brand, presenting Trans-frontier Conservation Areas as a destination. Product to consumer master brand and business-to-business ingredient / benefit brand, presenting community based offerings to tourists. Business-to-business endorsement brand.

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Current portfolio hierarchy | Business-to-business

Master brand

Product master brand representing a destination (selective) Product subbrands representing various offerings (selective)

Endorsement brand (always)

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Current portfolio hierarchy

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Tourist

Product master brand given prominence when representing the destination & an ever-present endorser of product sub-brands (always). Product sub-brands given master brand status only if offering is limited to that specific product (selective).

Primary endorser (always)

Secondary endorser (selective)

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Current portfolio graphics

There is no graphic consistency and this is not desirable. The brand identities should collaborate in building each other.

 When someone sees the brand identities together they should lend credibility to each other. When they are seen on their own they should still have stature, but this should be built off a common brand expression. The exception will be SADC because it is so established.  This can be accommodated by using the SADC logo as a endorsing stamp of approval which fits the design.

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Evolving the brand identity – Alignment of portfolio The first step in evolving the brand identity is to seek alignment in naming the portfolio.

SOUTHERN AFRICA REGIONAL TOURISM ORGANISATION OF SOUTHERN AFRICA BOUNDLESS SOUTHERN AFRICA

SOUTHERN AFRICA SOUTHERN AFRICA COMMUNITY BASED TOURISM THE ESSENCE OF AFRICA BOUNDLESS SOUTHERN AFRICA

COMMUNITY BASED TOURISM SOUTHERN AFRICA

In naming prominence should therefore be given to Southern Africa.

What all of these have in common is ‘Southern Africa’ (not surprisingly) and this can be expected to be consistent into the future.

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Refined alignment of the brand identity In naming prominence should therefore be given to Southern Africa.

But there is a brand equity to be considered and this must be taken into account

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Alignment should be further enhanced by alignment of graphic elements

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And a simpler brand hierarchy which satisfies both consumer and business needs.

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The result is a smaller portfolio of brandsERN AFRICA

UNDLESS SOUTHERN AFRIC SOUTHERN AFRICA COMMUNITY BASED TOURISM

Evolving the brand identity Then it is useful to look at reducing the portfolio.

RETOSA REGIONAL TOURISM ORGANISATION OF

SOUTHERN AFRICA SOUTHERN AFRICA EXPERIENCE

SOUTHERN AFRICA SHARE THE WARM ABUNDANCE BOUNDLESS SOUTHERN AFRICA OF LIFE

SOUTHERN AFRICA COMMUNITY BASED TOURISM BOUNDLESS SOUTHERN AFRICA

COMMUNITY BASED TOURISM

SOUTHERN AFRICA

It would be elegant and practical to roll these two brands into one. This means that RETOSA would remain only as a legal entity and corporate brand for business –to-to business transactions rather than as a destination brand.

Brand strategy

Brand architecture |

The new brand architecture Master brand for both business-to -consumer and business-to-business communication or endorsement brand when offering is limited to a product sub-brand(always present).

EXPERIENCE

SOUTHERN AFRICA SHARE THE WARM ABUNDANCE OF LIFE

BOUNDLESS SOUTHERN AFRICA

COMMUNITY BASED TOURISM

SOUTHERN AFRICA

Product sub-brands representing various offerings which assumes master brand status when the communication is limited to what they represent (selective).

Endorsement brand, always used in businessto-business communication (selective).

Introduction With brand focus provided by the brand strategy the brand identity has been evolved. The challenge for the brand identity is to capture the brand essence, share the warm abundance of life in a way that: • • • •

Is an expression of the brand. Shows the diversity. Brings that diversity together. And evolves from the current identity.

The refined destination brand identity is therefore an evolution and an expression of unity in diversity.

The new brand identity This element captures the warmth of Africa’s humanity and sunshine. In combination these three elements are representative of the region as well as the diversity to be discovered there.

Blue represents the diversity of rivers, oceans, lakes and the vast sky.

This element is representative of Southern Africa’s diversity of natural heritage.

Brand identity

The new brand identity and the slogan The slogan that is recommended works powerfully with the brand identity descriptor:

An invitation that acts as a call to action.

A description of the benefit that is the reward of exploring Southern Africa.

Brand expression

New visual language |

Colour palette

Logo, Flat tone, Black & White and reverse

Brand identity

Ensuring continuity through evolution

The recommended route is an evolution of the existing RETOSA brand identity:

The graphic representation of Southern Africa has been retained

Brand identity

Ensuring continuity through evolution The recommended route is an evolution of the existing RETOSA brand identity:

The descriptor, Southern Africa (or Africa) has been retained but given much more emphasis.

Brand identity

Ensuring continuity through evolution The recommended route is an evolution of the existing RETOSA brand identity:

The warmth of Southern Africa’s people and climate has been retained with the use of the yellow sun.

Brand identity

Ensuring continuity through evolution The recommended route is an evolution of the existing RETOSA brand identity:

Diversity to be discovered has been retained represented by a colour spectrum

Brand strategy

Refined Brand architecture | hierarchy | Tourist & Stakeholder

Current portfolio

Destination(product) master brand given prominence when representing the destination & an ever-present endorser of product sub-brands (always).

Product sub-brands given master brand status only if offering is limited to that specific product (selective).

Primary endorser & B2B (always )

Secondary/Parent endorser (selective)

Visual Language

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Stationery

Digital application

Web design

Brand expression

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Marketing Collateral

& clothing

Brand expression

The visual language lends itself to application across all fifteen countries in the region. Where the communication zeros in on one country the visuals would be representative of that country, but the visual language would create a common denominator between all the countries.