Earlier this year, ECPTA unveiled a new, nationally aligned destination brand, which was re-designed to better showcase the province’s entire basket of diverse attractions to potential visitors.
We are thrilled to confirm that the new brand, as well as the more inclusive identity that underpins it, has been exceptionally well received by both stakeholders and the general public, who have responded positively to ECPTA’s new, expanded destination marketing focus.
The new brand features a more inclusive tagline, Yours to Explore, which replaced the previous, more limited Adventure Province.
“We decided to rebrand not only to overcome the misconception about adventure, but also to align with Brand South Africa’s destination South Africa brand,” says ECPTA CEO Vuyani Dayimani.
“Alignment to this brand ensures that the brands of all provinces are consistent, coherent and present a single brand identity to elevate and increase the global competitiveness of South Africa and its provinces.”
With the new brand now firmly in place, we appeal to all product owners to throw their weight behind the new look and feel, and to incorporate the revised brand and tagline into their own marketing materials.
The tagline – Yours to Explore – was devised specifically to entice local tourists to explore the Eastern Cape and all its attractions.
This inclusive marketing focus will benefit all tourism role players in the province, and we know that with full industry support, it has the power to move the needle significantly in attracting new audiences to discover and explore our province.
ECPTA is committed to working closely with product owners, tour operators, country representatives and travel agents and to render the necessary support to promote the destination using the new brand and tagline effectively.
The success of tourism in our province benefits us all. As such, ECPTA urges all our stakeholders to get behind the brand and to, in effect, become fellow brand ambassadors, for the benefit of the industry as a whole.
For more detailed brand guidelines, please visit https://bit.ly/3iUOQsT.
