The project entailed primary research among both the South African and Madagascar travel trade to indentity marketing gaps and opportunities and proposing a marketing campaign with a detailed proposed marketing mix and target market areas
A marketin campaign, “Extraordinary Discoveries” was proposed draw on the Madagascar’s uniqueness and originality of species with hashtag #OnlyinMadagascar. The campiagn would play on the exceptional natural and cultural uniqueness of Madgascar, e.g. Where you need a magnifying glass on safari ( Brookesia, the smallest chameleon); the world’s most enjoyable eye test (finding Europlatus); And you thought a Baobab is a Baobab? (7 species of Baobabs); Come dance with the stars (“dancing” lemurs); Have you found a memory card large enough? (25,000 endemic species), and other feautures
Similar Case Studies
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We were commissioned by UN Tourism to lead a team for devising a strategy and implementation plan for promoting Gansu in international markets.
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Sierra Leone Tourism Marketing and Branding Strategy and Implementation Support
- Policies and Strategies,
- Branding,
- Market Segmentation,
- Marketing Implementation,
- e-Tourism Strategies,
- Website Development
The Journey Tourism (lead partner) together with Acorn Tourism, were appointed by the GoSL, through the World Bank funded Sierra Leone Economic Diversification Project (SLEDP) to develop a new destination brand, a marketing strategy and to implement key aspects such as rebuilding the destination website, conducting a social media campaign, commissioning influencer marketing, exposing staff of the tourism board to international best practices in destination marketing and designing branded marketing colatteral.
