(TAN): ‘The Ubuntu: Africa Invites You To Live’ campaign, developed by Atrevia, a global Communication and Strategic Positioning company, has won the Inspiration Africa Branding Challenge organized by the World Tourism Organization (UNWTO) in collaboration with CNN International.
The international call invited agencies, creative firms and entrepreneurs to present an innovative and original brand strategy with the aim of positioning the diversity of Africa and its destinations in the minds of travellers in the post-Covid era. The challenge was to highlight the continent’s strengths, thus fostering a positive image and enhancing the efforts of individual countries and organizations to boost the sustainable growth of the region with tourism as a driver of development.
“It is certainly very rewarding to have been chosen to take on a project as special as this. We are excited to be, in some way, ambassadors of such a spectacular region as Africa… It’s time to rediscover destinations and maximize the use of innovation and digital technology for a mission as important as revitalizing tourism,” said Núria Vilanova, president and founder of the consultancy.
UNWTO Secretary-General Zurab Pololikashvili said, “Africa’s potential for tourism is undeniable, as is the potential of tourism to drive inclusive development across the continent…harnessing the power of innovation, entrepreneurship and communication, this sector will be able to transform the lives of millions of people and help protect and preserve Africa’s rich cultural and natural heritage and diversity.”
‘Ubuntu: Africa Invites You To Live’ was created through the development of a territorial brand methodology that aims to distil all the attributes of a continent as extensive and plural as Africa within a unified concept that is adaptable to different tourism products and different audiences. A 360-degree campaign will be centred on the notion of “Ubuntu”, a traditional term describing people’s loyalty and their relationships.
