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Rebrand 100 celebrates birth of the Adventure Province

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The repositioning of the Eastern Cape as Adventure Province by Boomtown has been recognised globally as one of the most significant rebrand exercises of a destination by REBRAND 100.

Once a year, a fresh panel of international business, marketing and design executives is selected to jury the competition, with the goal of showcasing globally the most effective brand transformations.

The Eastern Cape has a lot to offer, to many people, so the challenge was defining a single and unique draw that would stand out above the rest. After hours of: research, focus groups, comparisions, insight generation, uncovering brand perceptions and the development of brand tools, Boomtown crafted a compelling brand that would be a first for the country.

Looking at the other eight provinces there was one unique, compelling proposition with great growth potential for the Eastern Cape. Adventure.

So the Adventure Province was born.

Glen Meier, Boomtown’s Port Elizabeth Managing Director said of their work: “The Province has a better profile and is accessible due to having a strong brand identity. The positioning has worked exceptionally well, and included the development of a range of merchandise that could generated a new revenue stream.

“The positioning allowed us to create a truthful and memorable proposition and encourage travelers to take pleasure in their own adventures, while exploring and discovering our exceptional piece of South Africa.”

REBRAND 100 is a leading source of case studies and expertise from over 36 countries and range from multi-national firms like Unilever, Procter & Gamble, Four Seasons Hotels and Resorts, Virgin Atlantic, to nonprofit organisations, regional, and local small businesses.

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Adventure Province Eastern Cape

Author: Kimberley Nanson
Website: http://www.boomtown.co.za

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