CAMPAIGN BRANDING & LAUNCH
Zambia Marketing Group 'relaunched' Zambia into the UK with a new campaign 'Everyone Falls for Zambia'.
Zambia is home to one of Africa’s most well-known and desirable attractions – Victoria Falls, yet we are aware that a worryingly low number of people actually know they are in Zambia! At the same time, Zambia is recognised as having a premier safari location (South Luangwa), a stunningly beautiful national park on the river (LZNP) and true wilderness areas (Kafue, Liuwa, North Luangwa etc). We wanted to have a campaign theme that captured the imagination, reflected Zambia's high quality safari credentials and also incorporated its iconic attraction in some way.
If the would-be traveller does get the twist (ie The Falls), then we’ve added something to simply saying you can’t help loving Zambia!
CAMPAIGN BRAND IDENTITY
We looked to develop a visual identity for Zambia that represented Zambia as a traditional and authentic safari destination. To do so, we adopted a scrapbook / notebook feel with handwritten headlines (everyone produced individually) and a colour palette mirroring the bush.