The Federal Ministry of Tourism, Culture and National Orientation will tomorrow formally launch 'Fascinating Nigeria', the new brand which is part of the Ministry's vision to reposition Nigeria as the preferred tourism destination and cultural capital in Sub-Saharan Africa.
The brand unveiling ceremony is expected to have in attendance the President, Dr. Goodluck Ebele Jonathan GCFR and will be hosted by the First Lady and Nigeria's Tourism Brand Ambassador Dame (Dr.) Patience Goodluck Jonathan. It is also being touted that this exclusive occasion is going to be a confluence of respected dignitaries from across the nation to witness the unveiling of 'Fascinating Nigeria'.
President Goodluck Jonathan will address the audience about the economic and social importance of positioning Nigeria as a tourist destination. Other speakers include Minister of Tourism, Culture and National Orientation, Chief Edem Duke; Minister of Aviation, Princess Stella Oduah OON; Minister of Sports, Mallam Bolaji Abdullahi and Governor of Cross River State, Mr. Lyiel Imoke.
The occasion also sees the launch of 'Fascinating Nigeria Magazine', the exciting publication that is dedicated to showcasing the wealth of diversity across Nigeria, from fascinating people and cultures to historic destinations, locations and contemporary events.
At tomorrow's event, the brand will be revealed in three stages: Firstly, celebrating the Nigerian attributes of warmth, nature, rhythm and secondly, showcasing the nation's artistes, musicians, performers, comedians, poets, footballers, fashion designers and food in a branded Nigerian feast. Thirdly, in the Exhibition Hall, there will be the Fascinating Nigeria exhibition and food expo, all culminating in a grand finale.
Top artistes to take part include King Sunny Ade, P-Square, 2Face, Iyanya, Ay and Omawumi in a dynamic and diverse presentation designed to showcase the best of the country. Vocalist Nikki Laoye opens the event with the Nigerian National Anthem and the National Troupe of Nigeria, NTN, will perform a dynamic routine for the rising sun opening.
Oriki poetry will take centre stage with cultural themed poems to the richness of the land and its diversity. Nollywood delivers a star-studded performance and Sports also plays a role as great football moments featuring Lionheart performances are recalled. Footage of some of the most diverse and culturally important sites such as the ancient city of Kano, the Yankari Game Reserve and the Osun Osogbo sacred grove will highlight Nigeria's heritage, while an exhibition by the Fashion Designers' Association of Nigeria, FADAN, will showcase the best of Nigerian talents.
The tempo towards this launch in Abuja had started building from Lagos on Friday, May 31 when members of the media had been invited to witness the media unveiling of 'Fascinating Nigeria' at the National Theatre, Lagos. The event, hosted by the management of National Theatre, had in attendance the helms man at the ministry, Chief Edem Duke; newly-appointed Director General, NTDC, Mrs. Sally Mbanefo; General Manager, National Theatre, Mallam Kabiru Yusuf and executives of relevant government agencies.
Speaking to journalists at the parley held inside the cosy VIP Suites, National Theatre, Edem Duke intimated that he had always believed Nigeria deserved to have a distinctive tourism brand identity.
"In several fora where the issue of the master plan had been discussed, some of the stakeholders had raised the fact that we have not done enough in refreshing the Nigerian tourism brand. For me, I have always felt it was like owning a brewery without a product. So, in the last one year, we have been working on developing a distinct Nigerian tourism brand identity".
Drawing comparisons from other countries and their tourism products, he positioned: "We are aware of the fact that virtually every country in Africa and the leading countries globally which have been identified as the exotic tourism destinations have something that speaks to the ethos of their products".
On the process that led to the launch of the brand identity, he said: "With virtually no resources at our disposal, we continued working on this and on January 9, 2013, the tourism brand identity was approved for Nigeria. It then became expeditious for us to work aggressively towards that brand launch".
The minister also took time to present the Fascinating Nigeria Magazine', which he referred to as collaterals containing unique sellable tourism destinations within the country to support the brand.
During his presentation, Duke stressed the dearth of reference literature on the vast natural and cultural heritage in the country. "There is no bookshop that will you visit in an airport anywhere in the world that you will see respectable collateral about Nigeria. There is no mission of Nigeria that you will go to anywhere in the world that you will find materials that speak of the various endowment of this country. I think Nigeria deserves more as the biggest black nation on the surface of the earth and as a source market for tourism revenues of other countries".
In 2012, the Federal Government had ranked tourism among the six priority sectors of the nation's economy to receive concerted attention. Similarly, during an interactive session with pressmen mid last year, Chief Duke had revealed that the Goodluck Jonathan led-administration was keen on carving a distinctive and unique tourism slogan for the country in order to identify the Nigerian brand and properly position the nation in the league of leading destinations of the world. Hitherto an initiative never displayed towards or vaunted about this sector by prior administrations, that unique brand would be unveiled during the launch.
The relevance and necessity of Nigeria adopting a slogan to promote and sell the country's tourist delights cannot be overstated. Already, Nollywood and contemporary Nigerian music have been building positive tourism images for the country, marking a shift from traditional destination marketing techniques which deploy traditional marketing principles (product, place, price, and promotion) to branding techniques. According to a recent report by Euromonitor, Nigeria's film industry has helped to "change stereotypes about Nigeria by highlighting its culture, norms, creativity and hospitality. In so doing, it has influenced the willingness for potential travellers to travel to Nigeria, by attracting domestic and continental tourists. Many of tourists have been visiting film shooting locations in cities like Lagos".
But what's in a name or catchy slogan for tourism purposes? A business marketer, Victorino Abrugar, analysed it this way. "In every marketing or advertising campaign, a catchy or a memorable slogan plays a vital role to achieving success. With a simple and short phrase, it can attract potential consumers. This is also true in the tourism business and industry. That is why countries, states and cities around the world are investing efforts and money to come up with the best slogan that can attract the most number of tourists and visitors to their place. Of course more tourists mean more revenue for the economy".
Consequently, around the world, different countries have come up with very inviting, catchy and even simple tourism slogans. Some of the best known ones include: Dubai – Definitely Dubai; India – Incredible India; Egypt – Where it all begins; Japan – Endless Discovery; Brazil – Sensational Brazil; Singapore – Your Singapore; South Africa – Inspiring New Ways; New York, USA – I love New York; Malaysia – Truly Asia; Peru – Peru. Live the legend and Canada – Keep exploring, among others.
It is crucial to create the right slogan from the get-go –which depicts Nigeria's rich traditional heritage, over 250 ethnic colourations and diverse cultures. It will make the difference between getting off to an alluring flying start in wooing tourists or floundering over a poor slogan choice. 'Fascinating Nigeria' encapsulates all of these cultural high points and Nigerians can begin to celebrate the new direction being charted for the country's under-maximised tourism sector. However, more than the fanfare of tomorrow's ceremony, success would be determined by measurable dividends of the brand name in years to come.
National Mirror