for a one-fits all approach.
However, on the flip side is the tendency
for countries to exploit the known and
tried approaches. For instance a quick look
at various National Tourism Boards shows
tourism marketing initiatives exhibit
some common elements. For instance,
the collage below shows screenshots from
different countries in Africa. Seems one
can interchange the names, and will still
pass. (Can we get better images?)
Wildlife is a common theme - implying
Safari can soon be a common offer,
no longer a competitive advantage.
Destinations such as Cameroon and even
Sudan can place a Safari advert just as
players like Kenya or Tanzania would.
Other Africa countries have also taken
their communication to international
broadcasters, competing for that share
of voice with other global destinations.
‘Open to everyone’ comes the line from
Equatorial Guinea just before a ‘Malaysia
truly Asia’ ad on CNN.
As the countries within the continent
open to the new possibilities, the pie
will expand, but will also become more
competitive. Technology is making it
easier and faster to reach both the local
and global audience. In other words,
local brands and offering will face greater
scrutiny, but at the same time have new
markets.
It is time therefore to develop unique
propositions. The above example on
wildlife offering just highlights that
need. This will run across other sectors/
categories. As we look out for larger intra-
Africa markets, let us also consider the
competitive aspects that will emerge.
Kenya has the unique offer - the welcome
home (karibu nyumbani) would be
something to run with. It has a historical
element, has a hospitable view, practical
at both local and international levels, and
is believable. With a proper execution, it
is a line one can paint on the runway to
welcome global visitors, just as neighbours
in a local village would welcome each
other over a cup of tea. The emerging
Africa market space will indeed require a
glocal approach.
Isaac is a marketing research consultant
within the Africa and Middle East region.
You can reach him on this and related issue
via email at: [email protected] or on
Twitter @IsaacTN.