Tuesday, June 5, 2018
The main reasons for the rebrand include targeting to further establish the position of Indaba as a world-class tourism event in Africa at the same time upholding an upward trajectory of exhibitor and buyer numbers.
As per the minister of tourism Derek Hanekom, tourism by now contributes around 8% to Gross Domestic Product of Africa and employs around 6.5% of the workforce.
To quote FCB Joburg joint chief creative officer Ahmed Tilly, “The word ‘Indaba’, initially strongly associated with the travel industry’s annual conference and exhibition, which had, over the years, become associated with many other initiatives, conferences, exhibitions and the like – Mining Indaba and Baba Indaba being two good examples.”
“Solving the issue that ‘Indaba’ was not immediately associated with tourism or travel appears simple on the surface, but is grounded in strong strategy that distinguished the event in 2018 and gives it a presence it can move forward with into the future,” he adds.
“The words ‘Africa’ and ‘Travel’ were added to the name ‘Indaba’ to immediately distinguish it as a pan-African tourism gathering,” says Tilly.
As per South African Tourism, another chief contributing factor for the choice in terms of rebrand is being grounded in the absolute truth that Africans actually run and contribute to the annual gathering.
“It was important for us to show recognition of the fact that our buyers and exhibitors are the absolute experts of travel in, and around, Africa. They understand that travel in Africa is not only about getting from point A to point B but also about the stories that happen between points A and B,” he says.
Creative director Collette Wasielewski, head of design Liana Liebenberg, senior designer Thabang Lehobye, senior copywriter Jessica Everson and associate creative director Kyra Antrobus developed the corporate identity.
Tags: Travel Indaba
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