Ideation: ‘Zambia – Feel Like Royalty in the Animal Kingdom’ (Plus, 5 More Re-Branding Zambia Ideas)

February 25, 2011 – Atlanta, GA USA – The GREAT! team is helping Zambia re-brand the country.

While the Zambia Tourism Board has not engaged GREAT!, they did run an awesome world-wide contest seeking the best slogan – tag line – to replace, Zambia, the Real Africa. The prize: an over-the-top 15-day eco-adventure of a lifetime for two including: safaris to three wildlife parks; and a visit to one of the seven natural wonders of the world, Victoria Falls.

Count me in!

Victoria Falls – the Smoke that Thunders – Livingstone, Zambia

While you may know me as a creative CEO and IDEAologist of Atlanta-based GREAT! agency for 23+ years who has helped GREAT! clients give away (and fulfill) millions of dollars in prizes – including two houses; cars; thousands of trips; and a $100,000 dream-job to watch TV – you may not know that I love international travel (35 countries). My wife and I have never been to Africa. (“Not Yet”)

Plus, my agency conceived and implemented the AMC Planet of the Apes: Adopt an Ape Month that included 50 gorillas, orangutans and chimpanzees adopted at 50 zoos across America – and apes watching Planet of the Apes movies – to call attention to the threatened and endangered apes (and to promotion Planet of the Apes on AMC.)

And, I am a passionate and prolific semi-pro photographer who has photographed natural wonders including the Niagara Falls; Iguazu Falls (including under the falls); glaciers and Mount Rainier in Alaska; and the Grand Canyon.

Add to this, I have always wanted to do photo safaris and visit Victoria Falls. I grew up on Daktari, Tarzan and the Mutual of Omaha’s Wild Kingdom television series and animal expert Jack Hanna “hands on” segments on The Tonight Show with Johnny Carson.

Wow! That’s a Prize!

So, you can imagine my excitement reading about the Zambia Tourism Department re-branding contest with a $30,000 prize package that also includes: international airline tickets; flights within Zambia; ground transfers; and all accommodations and meals.

While I will photograph and videotape the bungi jumping at Victoria Falls instead of taking the (big) leap of faith, I’m there … for walking with elephants and a canoe and fly fishing experience on the Zambezi river. While not included in the prize, I will add a bush microlight flight experience for some aerial images ”over the game in the Zambezi National Park without disturbing them.” Plus, a float plane that flies over Victoria Falls and lands on the Zambezi river near a pod of hippos.

Plus, I’ll shoot some 360 degree panoramic images while on Safari and from Livingston Island of Victoria Falls – with “its largest sheet of falling water in the world” – that will look amazing on the travel remotely/’teleport in’ Tour Wrist app (iPhone, iPad).

The official rules allowed three (3) tag line entries per person, so here are the six (6) tag lines that my wife and I entered between us:

  1. Zambia - Feel Like Royalty in the Animal Kingdom
  2. Zambia – Quench Your Thirst for Adventure
  3. Zambia – Adventure Powered by Victoria Falls
  4. Zambia – Victoria Falls For You
  5. Zambia – Adventure In
  6. Zambia – Victoria Falls For Us

To help us with ideation – short of flying to Zambia – the GREAT! team did a “deep dive” to immerse ourselves in all things Zambia tourism, including:

Our four key take-aways about driving Zambia tourism that we integrated into our tag line ideation:

  1. Victoria Falls –  named after (royalty) Queen Victoria by Explorer Dr. David Livingston – is the unique and compelling selling proposition for Zambia.
  2. Safaris – experiencing all kinds of wildlife of Zambia is an important driver of tourism; though safaris are not unique to Zambia
  3. Adventure – Zambia appeals to adventure travel enthusiasts; Livingston – the home of Victoria Falls – is known as ‘Adventure Centre’ of Southern Africa
  4. Differentiator – As one of the seven natural wonders of the world, Victoria Falls differentiates Zambia from other African adventure destinations that offer safaris and water falls. Victoria Falls is the “anchor mall tenant” tourist traffic generator that draws you to Zambia; once there, there are other great places; adventure and historic places to visit.

'Sanctuary Retreats' in Zambia

Plus we drew on some ideation process inspiration from Thinking for a Living by Joey Reiman. While there was no word count limit, we honored the request for “short and snappy” and we mashed up aspirational, personal tone and play on words in our tag lines.

For example Victoria Falls For You allows you to imagine that the Queen of England – royalty – has fallen in love with you; you will experience her misty-eye tears of happiness; that the Falls (For You) are uniquely special – personal – for your visit; and it’s a “short and snappy” tag line that leverages the unique differentiator of Zambia among other African countries in a positive way. [Do you have a favorite? Please comment below (and share why). Or, add your tag line ideas to promote Zambia Tourism.]

Photo Safari in Zambia

Now that the month-long deadline for entries has passed, the Zambia Tourism Board will post their short list of the top five – for voting – on the official Zambia Tourism Board re-branding competition website on March 14, 2011 and announce the winner on March 21, 2011. If one of our six ideas makes the cut, may I count on you for your vote?

While we can’t take you with us, you’ll get to Quench Your Thirst for Adventure at Victoria Falls – while we Feel Like Royalty in the Animal Kingdom – through my Zambia, Adventure In images that I will post here (if we’re lucky enough – with your help – to win the Zambia, Adventure Powered by Victoria Falls experience of a lifetime). Check out these – feel like royalty – prize sponsors to see the Royal Treatment that awaits the winner:

Plus, check out the Zambia Tourism Re-branding Competition Sponsors:

If my wife or I wins the adventure experience of a lifetime, I will also post a Zambia, Victoria Falls For You travel log here – including Flip UltraHD Video and 360 degree panoramic virtual tour images – ’cause I know … in, Zambia, Victoria Falls For Us!

Short URL To Share This That’s GREAT! Article

http://www.vimeo.com/17509635

Video: Sausage Tree Camp on the banks of the Zambezi River in the heart of the Lower Zambezi National Park, Zambia

PostScript (3/14/11)

  • Of the 4,445 tag lines submitted – from 2,017 individuals – here are the five (5) tag lines that made the Zambia Tourism short list: 1) Zambia – Beyond Imagination; 2) Zambia – Let’s Explore; 3) Zambia – Big heart, Big smile, Big adventure; 4) Zambia – Africa’s Smile; 5) Discover Zambia, Experience Africa. The Winner will be announced March 21, 2011.
  • Looks like our adventure experience of a lifetime in Zambia is on hold until either GREAT! handles a VIP incentive travel experience to Zambia; or Zambia Tourism invites bloggers/photographers for an expense-paid exploration of Zambia to share our experience.