We. were commissioned by the Kavango Zambezi (KAZA) Sectretariat, funded by KfW, to develop and roll out a tourism destination brand for the Kavango Zambezi area, which covers 5 countries (Angola, Botswana, Namibia, Zambia and Zimbabwe). These countries have agreed to a common approach for conserving areas across borders to form the largest transfrontier conservation area in the world. The project included development of a brand strategy, brand positioning statement, brand identity (logo) and brand essence (slogan). A highly consultative process resulted in the "Rivers of Life" slogan being formally endorsed. Since the brand was approved, we have trained up multiple stakeholders in understanding and applying the brand and brand manual, have produced an array of training materials and have produced a range of branded marketing collateral (print and video) for application in key markets.
We conducted international market research among the travel trade and facilitated a range of stakeholder workshops to ensure the widest possible consultative process among public and private sector stakeholders covering all 5 countries. The brand was formally endorsed by the Heads of State of the 5 Member States at the KAZA Summit in June 2024.
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