
5 June, 2018 - 08:07
South African Tourism and FCB Joburg have successfully completed the rebranding of Indaba' as Africa's Travel Indaba' at this year's event, which drew to a close in Durban on May 10.
Key reasons for the rebrand included further entrenching Indaba's position as the world class tourism show in Africa as well as maintaining an upward trajectory of exhibitor and buyer numbers. According to Minister of Tourism, Derek Hanekom, tourism already contributes about 8% to Africa's Gross Domestic Product and employs 6.5% of the workforce.
The rebranding, as well as the execution of Africa's Travel Indaba 2018, was declared an outstanding success by delegates, exhibitors and the media, and is one of the projects that will add to President Cyril Ramaphosa's tourism narrative.
FCB Joburg Joint Chief Creative Officer, Ahmed Tilly, explained the rationale behind the rebranding.
The word Indaba', initially strongly associated with the travel industry's annual conference and exhibition, had over the years become associated with many other initiatives, conferences, exhibitions and the like - Mining Indaba and Baba Indaba being good examples, he said.
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 said.
The prefixes Africa's' and Travel' were added to the name Indaba' to immediately distinguish it as a pan-African tourism gathering. But, in addition to seeking to cement Indaba's respected position in the global travel industry, there was another major contributing factor for the decision to rebrand, that being grounded in the absolute truth that those who run and contribute to the annual gathering are Africans. As such, they understand Africa and her value proposition better than anyone else. And, with the evolution into Africa's Travel Indaba, are unashamedly taking ownership of Africa' as a travel destination.
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 said.
Travel in Africa moves us not just geographically, but from one state of being to another. Whether experiencing its diversity from ancient cultures to modern cities to wild and lonely spaces or meeting new people and signing the business deal of the lifetime, simply being in Africa, travelling through Africa changes us.
TravelStart Flight and Hotel Bookings
TravelStart Bookings for the Film Industry
Get More Film Business South Africa
Select your Membership
So, for the physical representation of the new name, the FCB design team found a way to showcase this physical and metaphysical movement, he said.
Creative Director Collette Wasielewski, Head of Design Liana Liebenberg, Senior Designer Thabang Lehobye, Senior Copywriter Jessica Everson and Associate Creative Director Kyra Antrobus created the corporate identity using new technologies and old techniques.
To express the Africa Moves You' idea, the team created a dynamic logo system that allows the logo to expand and contract using patterns and pictograms to tell stories. By doing this, the logo itself shows the movement from A to B and all the stories that happen in-between.
The new name and identity was launched at Indaba 2017 with a logo' that moved through Durban. This stretched over 33km from King Shaka International Airport via the North Beach Promenade to the Inkosi Albert Luthuli Convention Centre.
Patterns placed en route - on everything from bridges and fences to rooftops and pavements - connected all of the elements together; clearly showcasing the concept of movement from A to B'. On the final day of the show, the logo was displayed in its entirety at the entrance of the conference centre.
The new branding, however, really came into effect at Africa's Travel Indaba 2018. It was an incredible project to work on and I'm so proud of the South African Tourism and FCB team that pulled everything together.
Watch the new identity unveil here: www.youtube.com/watch?v=jXT4O_c3NSk.
Creative credits:
Client: South African Tourism
South African Tourism CEO: Sisa Ntshona
South African Tourism Chief Convention Bureau Officer: Amanda Kotze-Nhlapo
South African Tourism Chief Marketing Officer: Margie Whitehouse
Creative agency: FCB Joburg
Strategist: Zoe Willems and Lerato Moleko
Joint Chief Creative Officer: Ahmed Tilly
Creative Director: Collette Wasielewski
Head of Design: Liana Liebenberg
Senior Designer: Thabang Lehobye
Senior Copywriter: Jessica Everson
Associate Creative Director: Kyra Antrobus
Account Lead: Raylene Barlow
Account Manager: Chelsea de Klerk
Film Festivals
Africa South Africa
0833031778 - Petra
Most recent headlines
14/03/2025
BURLINGTON, Mass. Avid has expanded its executive leadership team (ELT) with the appointment of three experienced executives: Tom Sharma as chief technology off...
14/03/2025
CUPERTINO, Calif. TVU Networks, a pioneer in live video production and a leader in cloud-based media solutions, is marking its 20th anniversary at the 2025 NAB ...
13/03/2025
(L-R) Stephanie Suganami, Tatanka Means, John Malkovich, Ayo Edebiri, and Juliette Lewis attend the premiere of Opus at Eccles Theatre in Park City. (Photo by...
13/03/2025
Spotify took center stage at the London Book Fair this week, reaffirming our commitment to the audiobook market and showcasing our impact on the publishing indu...
13/03/2025
At Spotify, we work every day to lift up new voices, giving creators the opportunity to live off their art. Through Spotify Audiobooks, our in-house publishing ...
13/03/2025
Every time airborne law enforcement (ALE) teams fly, they expect their equipment to perform. Whether airborne units are conducting support for ground teams, bor...
13/03/2025
Sunday February 9 saw the annual return of the US' biggest television event, the Super Bowl LIX. Jamie McCombs, Fox Sports Audio Consultant / Sr. Audio capt...
13/03/2025
On Sunday March 2, stars across the film industry gathered at the Dolby Theatre in Los Angeles for the 97th Academy Awards. Production Sound Mixer Paul Sandweis...
13/03/2025
WUPPERTAL, Germany Riedel Communications will feature its new StageLink family of smart edge devices, Smart Audio and Mixing Engine (SAME) and Virtual Smart Pan...
13/03/2025
TAG Video Systems and Harmonic Partner to Deliver Enhanced Real-Time Monitoring ...
13/03/2025
DigitalGlue Invites NAB Visitors to Experience New Features in Managed Storage P...
13/03/2025
FOR-A America Theme - Connecting the Present, Building the Future - Comes to Lif...
13/03/2025
CTIA, the wireless industry association, has named former FCC Chairman Aji Pai as its President and Chief Executive Officer, effective April 1. He replaces Mere...
13/03/2025
he National Association of Broadcasters is urging the FCC to end its investigation of that controversial CBS interview with Kamala Harris stating there is no ...
13/03/2025
MIAMI CBS News & Stations continues to expand its use of augmented and virtual reality technologies with the planned launch of an augmented reality/virtual real...
13/03/2025
Srividhya Srinivasan, co-founder and chief customer success & innovation Officer at Amagi, tells TVBEurope how staying ahead of the latest trends is essential f...
13/03/2025
WASHINGTON FCC Chairman Brendan Carr announced that the agency has launched a massive, new deregulatory initiative that could potentially subject virtually all ...
13/03/2025
SUNNYVALE, Calif. SDVI has announced that it has integrated its Rally media supply chain management platform with the Spectra Vail multi-cloud data management s...
13/03/2025
ATLANTA Gray Media has announced that the Federal Communications Commission (FCC) has granted a waiver of its local ownership rules to permit Gray Media to acqu...
13/03/2025
TV Tech: What do you anticipate will be the most significant technology trends at the 2025 NAB Show?...
13/03/2025
Watch Student Naomi Soleils Folk Pop Performance on The Voice The songwriting major sang Stars by Grace Potter and the Nocturnals during the blind auditions.
...
13/03/2025
Roku Debuts NWSL Zone' Within Roku Sports to Spotlight Live Games, Content Feature marks Rokus first women's league-branded zone within service By Bra...
13/03/2025
Pixels, Images, Video, AI - and Us: A Perspective on AI from NDI Inventor Andrew...
13/03/2025
SVG New Sponsor Spotlight: Lighting Design Group's Steve Brill, Dennis Size ...
13/03/2025
IOC, Comcast NBCU Ink $3B Media-Rights Extension for Olympic Games Through 2036;...
13/03/2025
NCAA March Madness Live Returns with Expanded Availability of MultiView Vertical...
13/03/2025
SVG Sit-Down: Cosm's Devin Poolman on What It Takes To Deliver the Immersive...
13/03/2025
Sky Business, Sky's B2B division, providing connectivity and content to busi...
13/03/2025
Rohde & Schwarz launches R&S NRP140TWG(N) thermal power sensor: A new benchmark ...
13/03/2025
We asked the questions, analysed the answers and now we're excited to share the results of the fifth edition of the ICG Marketing Survey.
Our 2025 survey p...
13/03/2025
SAN JOSE, Calif. - March 13, 2025 Harmonic (NASDAQ: HLIT) today announced a breakthrough in video streaming innovation with the launch of new origin capabilitie...
13/03/2025
Haivision Showcases Mission-Critical Video Solutions at SOF Week 2025
Haivision's video wall systems, ISR technology, and DoDIN APL-certified video distri...
13/03/2025
Company Leads the Way with New Software-Based Production Platform, 12G Switcher,...
13/03/2025
A new Apple Immersive concert experience, Metallica, is coming to Apple Vision Pro this Friday, March 14. Filmed in Mexico City during the sold-out second-year ...
13/03/2025
Here is your host, Patrick Kielty!
Shake your Shamrocks, Patrick Kielty will be...
13/03/2025
This St. Patrick's weekend, RT invites you to celebrate all things Irish, showcasing the very best of Irish sport, entertainment and live coverage from the...
13/03/2025
What's next in AI is at GTC 2025. Not only the technology, but the people and ideas that are pushing AI forward - creating new opportunities, novel solution...
13/03/2025
Facebook
Twitter
LinkedIn
By combining T-Mobile's robust network, Thal...
13/03/2025
Bundle up - GeForce NOW is bringing a flurry of Blizzard titles to its ever-expanding library.
Prepare to weather epic gameplay in the cloud, tackling the genr...
13/03/2025
AI is leveling up the world's most beloved games, as the latest advancements...
13/03/2025
PC game modding is massive, with over 5 billion mods downloaded annually. Mods p...
12/03/2025
O Spotify acaba de lan ar o relat rio Loud & Clear deste ano, uma vis o transpar...
12/03/2025
Spotify acaba de presentar el informe Loud & Clear de este a o, una mirada trans...
12/03/2025
Ramadan, a period of profound spiritual significance for Muslims worldwide, is a time for fasting, prayer, reflection, and community. Enrich your experience thi...
12/03/2025
Spotify has just unveiled this year's Loud & Clear report, a transparent loo...
12/03/2025
More than 70% of FAST programming has been produced since 2010, according to new Gracenote report
NEW YORK March 12, 2025 Gracenote, the content data busin...
12/03/2025
GEONA, Nev. Independent digital and linear advertising rep firm Viamedia will adopt cloud-based ShowSeeker Pilot as its primary ad campaign and order management...
12/03/2025
BRUSSELS Mediagenix has announced that Wael Yasin has joined the company as sales director Central Europe....
12/03/2025
LONDON A new study highlights opportunities for shoppable TV and the massive impact online consumer spending is having on the economy, with Omdia predicting tha...
12/03/2025
CUPERTINO, Calif. Interra Systems has announced that Comcast Technology Solutions has integrated recent updates to BATON Version 9 into its operations....