The Journey brought together a team of international marketing experts to develop a tourism marketing plan for Livingstone and to equip the LTA with PR tools, graphic marketing materials, contacts international tour operators, a new website and social media applications and training to implement the plan
The Overall Objective of the Project is: Improved capacity of the LTA to market Livingstone as a preferred destination in the region. The project is divided into 5 main components, namely: Lots 1 and 2: International and Domestic Marketing Plan; Lot 3: Website and Social Media Development Plan; Lot 4: Media Development and Lot 5: Graphic Design
Deliverables included:
Graphic Design: Presentation of a suggested Livingstone promotional look & feel.Brand manual with specific guidelines on colour and format usage of the logo, advertisements, signboards, stationary, etc.;prototypes of information signage, billboards/road signs for use at the airport, Vic Falls and in Livingstone, print advertisements, ook & feel of brochures and newsletters.Different electronic file formats for use and production of the logo and graphic designs.
Media & PR: Basic media messages (print, radio & TV) for destination Livingstone and LTA; 6 x basic destination articles; basic media listPrint media messages for printed marketing & corporate materials Recommended list of photographs to be incorporated into basic LTA photography portfolioDetailed electronic TV/radio messages
Online marketing: Website Support to members and evaluation of LTA and members websitesSocial Media Support to members and evaluation of LTA and members social media usageUpdating and populating all social media profiles and pages (including the LTA Facebook Timeline, Twitter profile, Youtube channel and Flickr stream) to project a unified message and reflect the LTA brand Training LTA staff and LTA members about online marketing trends and practice and updating the LTA websiteWebsite strategy: A development roadmap for the LTA website with recommended improvements and expansions to help the LTA reach key online goals
Website redevelopment including: An expanded content management system; Restructuring website content; Design 'refresh'd. Expansion of website features and contente. LTA member pages, account management and filtering/search capabilities
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