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Adventure Tourism brands the EC as number one
EAST LONDON -
The Eastern Cape is now officially South Africa’s number one Adventure
Province after the EC Tourism Board unveiled a renewed destination
brand identity recently. 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 jade
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. The brand promise
catapults the product offering of the Eastern Cape by encapsulating the
incredible 800km of pristine coastline, amazing forests, zoological
features and the 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." |
En Route
East London Head Office
Tel: 043 7374361
Fax: 086 5084316
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Port St Johns Office
Tel : 047 564 1422
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Wendy
cell: 073 005 7082
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