Northern Cape Launches its new branding identity
15 June 2006
The Northern Cape Tourism Authority launched their newly developed brand at the Hilton Hotel Restaurant during Indaba 2006 on Sunday 7th May at 18h30. The Northern Cape Government, in its efforts to grow tourism identified the need to develop a White Paper to effect the above. The need to develop a new tourism brand for the province was evident. |
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In the words of Northern Cape Tourism Authority CEO Sharron Lewis, "The new logo is fresh, it's alive, it's different. It epitomizes what the Northern Cape is all about. It sends you on a journey of discovery - and what you discover is real rather than fake. Real people. Real authentic wonder. Real gems - above and below the ground!" she notes.
"In essence, it's as real as the people who choose to explore the Northern Cape," she notes.
The brand development began with a range of workshops throughout the province to gather input and obtain buy-in from all residents and tourism stakeholders. The research process included key concerns, queries, additional information about the regions and questionnaires. This information was taken up by an independent research company which then collated and extrapolated the findings.
The following key points were highlighted in the research: there was strong support for creating a uniform brand with a common thread that appeals to both international and domestic visitors. The brand was also to provide a diverse product offering and experiences of the different regions. The research also recognised the need for the integration of activities across the province and multiple stakeholders.
The strong attributes of the province were identified as follows: authentic natural wonder, untouched, openness, blue skies, plus the Northern Cape's cultural and heritage resources.
From a resource market point of view, the research team drew from the South African Tourism research efforts and identified the Next Stop South Africans (NSSA) and Wanderlusters, with specific focus on the explorer archetype.
The research team applied the South African Tourism Brand Key, while in terms of the brand benefit pillars, established that the Northern Cape is clearly aligned with the 'real wonder' pillar with strong elements of 'awesome sensory', plus, to a limited extent, 'humanity and freedom'. The dominant characteristic emerging from the Northern Cape, however, is its AUTHENTICITY: from its landscape to its people and the environment.
Based on the research, a creative design emanated which included a new tourism logo and strap line / slogan for the province. The logo design was based purely on the attributes of the province and the findings of the research which were identified as the blue skies, the red sand of the Kalahari, the mountains of the province and the white sand of the Kalahari. In an effort to tie the above together an element was needed based on the unique flora of the province. After a lot of deliberation the quiver tree was identified. This is portrayed as a graphic element to complete the logo.
The brand slogan and essence is "As real as the people who choose to explore it".
Issued by
Greta Wilson Publicity
On behalf of Northern Cape Tourism Authority.
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