BRANDING WINDHOEK FOR TOURISM Sponsored by: The City of Windhoek‟s Corporate Communication and Tourism Division Christina Grant Meghan Pasquali Sarah Spear Faculty Code: CXP Project Sequence: 0807 IQP Division: 49B BRANDING WINDHOEK FOR TOURISM An Interactive Qualifying Project Report Submitted to the faculty of Worcester Polytechnic Institute In partial fulfillment of the requirement for the Degree of Bachelor of Science Sponsoring Agency: Corporate Communication and Tourism Division of the City of Windhoek Submitted to: On-Site Liaison: Manfred !Gaeb, Senior Tourism Officer Project Advisor: Reinhold Ludwig, WPI Professor Project Co-advisor: Creighton Peet, WPI Professor Submitted by: ________________________ Christina Grant ________________________ Meghan Pasquali ________________________ Sarah Spear Date: 2 May 2008 ABSTRACT_____________________________________ This report, submitted to the City of Windhoek Tourism Division, emphasizes the implementation of a brand identity for use in marketing Windhoek as a tourist destination. After conducting interviews and focus groups with local business and cultural stakeholders, in addition to surveying tourists, we have created a representative brand identity for the city to use to promote its tourism industry. Furthermore, we have made recommendations regarding city infrastructure and marketing to increase the appeal of Windhoek to tourists. ii ACKNOWLEDGEMENTS___________________________ We would like to thank all those individuals who helped us in both our research and design work for our project. City of Windhoek Corporate Communications and Tourism Division Ndangi Katoma Manfred !Gaeb Gladys Fernandez Sarah Negumbo Maria Hamata Grace Kamuingona Fischer Thataone Our Drivers Kennedy Chunga Johannes Shikesho Namibia Tourism Board Johanna Shangala Shareen Thude WPI Professors Professor Reinhold Ludwig Professor Creighton Peet Focus Group Participants All the tourism stakeholders interviewed. All the tour operators and tourists who assisted us in our tourist surveys. iii AUTHORSHIP___________________________________ All contributed to the writing, editing, and design concepts, though completion of each particular section/design is outlined below: Section/Design Primary Writer (s), Secondary Writer (s) Executive Summary All, Meghan Pasquali Abstract Sarah Spear Chapter 1. Introduction All Chapter 2. Background 2.1 Tourism Sarah Spear 2.2 Marketing Meghan Pasquali 2.3 Brand Identity Christina Grant 2.4 Tourism in Windhoek Sarah Spear 2.5 Marketing Windhoek Meghan Pasquali 2.6 Branding Windhoek Christina Grant Chapter 3. Methodology 3.1 Identify the attributes of Windhoek Christina Grant & Meghan Pasquali 3.2 Identify strategies to make city more appealing Christina Grant & Meghan Pasquali 3.3 Identify strategies to develop a more attractive website Meghan Pasquali, Christina Grant 3.4 Create the Brand Identity and Develop a Branding Guide Sarah Spear, Christina Grant iv Chapter 4. Results and Analysis 4.1 Attributes of Windhoek Meghan Pasquali, Christina Grant 4.2 Improvements to the City of Windhoek Christina Grant 4.3 Website Analysis Meghan Pasquali 4.4 Brand Identity Results Sarah Spear, Christina Grant Chapter 5. Conclusions All Chapter 6. Recommendations Implementation of Brand Identity Christina Grant Branding Windhoek Guide Christina Grant Marketing in Website Meghan Pasquali Other Marketing Techniques Christina Grant City Appeal Sarah Spear, Christina Grant References Christina Grant, All Appendices Written Meghan Pasquali, All Compiled Meghan Pasquali Logo Designs Sarah Spear Website Designs Meghan Pasquali Branding Windhoek Guide Christina Grant v TABLE OF CONTENTS____________________________ Branding Windhoek For Tourism .................................................................................... i Abstract .............................................................................................................................. ii Acknowledgements .......................................................................................................... iii Authorship ........................................................................................................................ iv Table of Contents ............................................................................................................. vi List of Figures .................................................................................................................... x List of Tables .................................................................................................................. xiii Executive Summary ....................................................................................................... xiv Chapter 1. Introduction .................................................................................................. 1 Chapter 2. Background ................................................................................................... 4 2.1 Tourism..................................................................................................................... 4 2.1.1 Tourism in Africa ............................................................................................. 6 2.2 Marketing ................................................................................................................. 8 2.2.1 Successful Marketing Strategies...................................................................... 9 2.2.2 The Marketing Plan........................................................................................ 13 2.2.3 Marketing Mechanisms .................................................................................. 14 2.3 Brand Identity ........................................................................................................ 19 2.3.1 Destination Brand Values .............................................................................. 20 2.3.2 Destination Brand Identity Positioning ........................................................ 22 2.3.3 Competitive use of Brand Identity ................................................................ 24 2.3.4 Destination Branding in Africa ..................................................................... 26 2.3.5 Branding Namibia .......................................................................................... 28 2.4 Tourism in Windhoek ........................................................................................... 31 2.5 Marketing Windhoek ............................................................................................ 34 2.6 Brand Identity for Windhoek ............................................................................... 36 vi Chapter 3. Methodology ................................................................................................. 37 3.1 Identify the attributes of Windhoek for use in branding the city ..................... 37 3.2 Identify strategies to make the city more appealing to tourists ........................ 44 3.3 Identify Strategies to Develop a More Attractive and Informative Website ... 46 3.4 Create the Brand Identity and Develop a Prototype Branding Windhoek Guide ............................................................................................................................. 47 Chapter 4. Results and Analysis ................................................................................... 50 4.1 Attributes of Windhoek......................................................................................... 50 4.1.1 Marketed Attractions ..................................................................................... 50 4.1.2 Understanding of Current Logo .................................................................... 57 4.1.3 Willingness to Accept a New Brand Identity ............................................... 58 4.1.4 Usefulness of Namibia‟s Core Values ........................................................... 59 4.1.5 Words that Describe Windhoek .................................................................... 61 4.1.6 Colors that Represent Windhoek .................................................................. 63 4.2 Improvements to the City of Windhoek .............................................................. 64 4.2.1 Attractions .................................................................................................... 65 4.2.2 Information and Infrastructure .................................................................... 68 4.2.3 Marketing ........................................................................................................ 72 4.3 Website Analysis .................................................................................................... 74 4.3.1 Features ........................................................................................................... 75 4.3.2 Information Technology Interview Results .................................................. 90 4.4 Brand Identity Results .......................................................................................... 91 4.4.1 Core Values ..................................................................................................... 92 4.4.2 Associated Words ........................................................................................... 97 4.4.3 Associated Colors ............................................................................................ 98 4.4.4 Slogans ............................................................................................................