Eastern Cape Tourism Board rebrands
08. Jul, 2009
5 Comments
The Eastern Cape Tourism Board formally unveiled a renewed destination brand identity on 30 June 2009, including a new logo and a positioning line – “Adventure Province” that represents a significant milestone in the manner in which the province differentiates itself from competing destinations.
The brand essence was developed as “Adventure Province” to effectively position and brand the province strategically and to differentiate the Eastern Cape in the domestic and global market. “The brand identity has been built on a solid research foundation that resulted in a set of descriptors for personality and values of Eastern Cape as an essence that captures the underlying spirit of our diverse province,” explained Zola Tshefu, Chief Executive Officer of the Eastern Cape Tourism Board.
Equally inspiring is the Provincial Growth and Development Plan, which summarises the new rhythm and approach to tourism by stating, “Across the length and breadth of our beautiful Province, from the arid plains of the Camdeboo to the rolling grassy hills of Pondoland, from the sweeping stretches of golden beaches of the coast line to the jaded peaks of the mountains of Ukhahlamba, the Eastern Cape is awakening to its full potential”.
“The positioning of the Eastern Cape is not only rooted in the breathtaking landscapes, iconoclastic landmarks, the wildlife and game, but most importantly in the triumphant spirit of a people who gave birth to the founding fathers of our liberation,” pointed out Tshefu.
Constantly increasing domestic and international competition has compelled the emerging markets to capture succinctly their promise and arrest the attention of travellers.
This new brand promise catapults the product offering of the Eastern Cape by encapsulating the incredible 800km of pristine coastline, amazing forests, zoological and flora and fauna drenched wonderlands, all in two simple words.
“Our brand is built on a thorough understanding of consumer needs. Above all, the task of encouraging consumers to believe that our destination is different and better than our competitors will now be dispensed with focussed strategy. Our brand will help us with consumer acquisition and retention, including extending the length of stay,” said Tshefu.
The brand will be weaved seamlessly in all touch points in the province through which it can be explored via 9 tourism routes. Adventure is the one area that the Eastern Cape can factually dominate over the competing provinces and is also one of the most important desires for travelers in the international and domestic market segments. We believe the new brand, once adopted by all stakeholders; will help to take us into a new era of tourism growth.”
My name is Muzi Mohale a full-time travel blogger, your host at Travelwires.com responsible for all editorial on this blog. I blog about the travel and tourism industry in Africa. Apart from blogging about tourism, I also run 
I wondered at first if he perhaps meant “iconic”.
iconoclast |īˈkänəˌklast|
noun
1 a person who attacks cherished beliefs or institutions.
2 a destroyer of images used in religious worship, in particular
But on second thoughts, since the Transkei is the home of our dear Madiba, and several other iconoclastic heroes, perhaps it is an acceptable term. But then of course it’s somewhat tautological.
Anyway, I wish every success; and hope that the Wild Coast features prominently in the “Adventure Province.”
Pedantically yours, etc.