A presentation on the Branded Marketing Campaign Strategy embarked on by Ghana Tourism in China at the COTTM 2008 Exhibition. Roy Graff of China Contact was the Business Consultant. Images of the Stand Designs both of the impression and actual presentation included. Jean Lukaz was the local consultant that accompanied the group.

1. Campaign Strategy
GHANA

2.  Does the Brand Really Communicate the Diversity of
the Experience?
JEAN LUKAZ
2

3. We must work to differentiate ourselves In The Sea
Of
 Collateral Brochures,
 Magazine Ads,
 Media Stories, and
 Internet Portals
JEAN LUKAZ
3

4. Choosing A Strategy



Leadership: Being the 1st to get into the mind
(not the market) through Aggressive Promotion
Create a New Category and be the 1st if there is a
Leader already
Focus on a Single Powerful Word (Positioning)
(We can’t compete with the well-established destinations)

Acknowledging Our Position on the Ladder to
Tourists and Working Hard to Get to the Top
JEAN LUKAZ
4

5. The Strategy





A Well-Defined and Unique Brand Personality
Selection of The Correct Positioning Strategies
'Themed' Product Development
Consistent And Appropriate Advertising and
Promotion
Careful Brand Guardianship
JEAN LUKAZ
5

6. The Objective
 The Objective is to get everyone to speak with one voice, to
maximize our financial and human resources
 Consistency and frequency will get this message across. We
need to start measuring all country activities against the
Tourism Brand in our policies, behaviour, from our
President to everyone in the country.
 We can help ensure that every piece of communication
from Ghana supports the values and personality of our
country's brand.
 If all of our documentations feel, look and sound the same
- that will be very powerful.
JEAN LUKAZ
6

7. Determinants of A Nation’s Brand
Tourism
Governance
Exports
People
Education
Investment
Sports
Culture & Heritage
JEAN LUKAZ
7

8. Tourism As A Brand
 Tourism is often the most visibly promoted aspect
of the nation brand, since most tourist boards
spend lots of money on ‘selling’ the country
around the world.
JEAN LUKAZ
8

9. What Is Unique About Ghana?
All African countries
Ghana [authenticity/culture]
 Flora
 Highest No. of Festivals
 Fauna
 Kakum
 Drums
 Paga [friendly crocs]
 Music
 Kente Weaving
 Dance
 Music
 Religion
 etc
JEAN LUKAZ
9

10. Others
 SA
 The Small Six
 KENYA
 Flower Farms
 Camel Racing
 Goat Racing
 AUSTRALIA
 Camel Racing
JEAN LUKAZ
10

11. Ghana’s Cultural Offering…
FESTIVALS
SLAVE
HISTORY
SHOPPING
FAUNA
DANCE
FLORA
MUSIC
CULTURE
RELIGION
ART
POLITICAL
&
SOCIAL
HISTORY
LOCAL
CUISINE
KENTE/
FASHION
CRAFT
PEACE
GHANA®™
‘Culture and much more…’
JEAN LUKAZ
11

12. Cultural Experience vrs. Modern
Experience
AUTHENTICITY
?
CULTURAL
MODERN
MODERN REPRESENTATION OF CULTURE
(RECENT DEVELOPMENTS)
JEAN LUKAZ
12

13. Themed Products
&
Market
Segmentation
JEAN LUKAZ
13

14. BRAND
Singles
Active Tourism
Adventure Tourism
Babymoon Tourism
Bachelor/Bachelorette Parties
Beach Tourism
Business Tourism
Community-based Tourism
Cultural Tourism
Dark Tourism/Reality Tourism
Debaucherism
Ecotourism
Educational Tourism
Enclave Tourism
Extreme Tourism
Funeral Tourism
Gaming/Gambling Tourism
Gastronomic Tourism
Golf Tourism
JEAN LUKAZ
Grand Tourism
SEGMENT
Singles
Young Adults
Expectant Couples
Business Executives
Elderly
14

15. BRAND
Mancations
Nightlife Tourism
Poorism /Rural Tourism
Post-graduation
Safari/Wildlife Tourism
Safe Danger/Ghetto Tourism
Sex Tourism
Shopping Tourism
Sports Tourism
Teen Sleepovers
Teenage Sleepovers
Voluntourism
Wedding Tourism/Honeymoonism
Women Only
Eroticism/ Hedonism
Halal Tourism
Slow Travelling/Responsible Tourism
Diaspora Tourism/VFR
Heritage Tourism
Festival Tourism
Residential/Real Estate Tourism
Medical Tourism
JEAN LUKAZ
SEGMENT
Males
Teenagers
Just Married
Females
15

16. THANKS
JEAN LUKAZ
16

17. GHANA
‘Culture
and
much more…’ ®™
JEAN LUKAZ
17