UNWTO Inspiring Africa – Branding Challenge: Inviting Proposals for positioning Africa in the International Tourism Market

Deadline: 08-Aug-2020

UNWTO Inspiring Africa – Branding Challenge is inviting key actors from the marketing and branding sector to present their proposals for a campaign that positions Africa as a destination in the minds of travelers.

Beyond COVID-19, the campaign aims to create a positive image of Africa as a tourism destination that support the efforts of individual countries and companies, tells the many positive stories about Africa and makes tourism a driver of development. It also aims for

Positioning Africa prominently in the international tourism market;
Tell the rich and diverse positive stories about Africa;
Engaging African residents’ to share positive values;
Generating positive impact on communities through tourism;
Beyond COVID: outputs are expected to create a solid brand perception which will help support recovery and provide a lasting positive brand image.

Benefits

Benefits include but are not limited to:

Association with UNWTO Agenda for Africa;
Invitation to launch the campaign with the UNWTO Secretary-General;
Speaking opportunity at the UNWTO General Assembly in 2021;
Contribute to support African development through tourism;
Visibility among UNWTO African Member States (Ministries of Tourism) and the global tourism sector at large;
Form part of the UNWTO Innovation Network;
Potential matchmaking with partners to develop further the proposal, including investors, corporations and governments.

Target Audience

All those who want to make a difference for Africa through using their imagination!
Marketing, communication, advertising and branding firms or group of companies, start-ups and innovators, marketers, designers, brand experts and digital experts.

Eligibility Criteria

Proposals should meet the following criteria:

Innovative and inspiring in nature;
With a focus on Africa but eventually adaptable regionally and to individual countries;
Relevant in the current COVID-19 recovery context and in the medium term;
Integrate innovative technologies and digital tools (mobile technologies, virtual reality, IOT, Big Data etc.);
Open to potential public-private partnerships;
Stress sustainability and community engagement;
Support the economic growth of Africa and strategies to attract investment;
Showcase and celebrate Africa´s rich cultural and biodiversity;
Showcase and celebrate Africa´s innovations and achievements.

Selection Criteria