LTDC to launch tourism brand

Lesotho Times - - Business - Mot­samai Mokotjo

THE Le­sotho Tourism De­vel­op­ment Cor­po­ra­tion (LTDC) is set to launch a new tourism brand iden­tity and slo­gan to show­case the coun­try as a unique des­ti­na­tion.

LTDC Pub­lic Re­la­tions Man­ager, ‘Man­chafalo Motšoe­neng, told the Le­sotho Times yes­ter­day that Le­sotho’s new po­si­tion­ing state­ment would be “The Un­ex­pected High”, while the new slo­gan will be “The King­dom in the Sky”.

“Busi­ness lead­ers from a va­ri­ety of mar­ket seg­ments as well as brand de­vel­op­ment ex­perts par­tic­i­pated in vi­sion work­shops and meet­ings through­out the cre­ative process since last year, in or­der to un­der­stand the iden­tity, core val­ues and cul­tural val­ues of Ba­sotho,” said Ms Motšoe­neng, adding that it was part of a larger strat­egy to boost the tourism sec­tor in the coun­try.

“Dur­ing those meet­ings, we were able to hear all an­gles of what the Le­sotho brand should rep­re­sent. Our end goal was to de­velop a co­he­sive iden­tity that not only rep­re­sents Le­sotho’s des­ti­na­tion ap­peal, but also serves as a brand um­brella for the en­tire tourism pri­vate sec­tor play­ers.”

She noted that the des­ti­na­tion brand iden­tity was meant to pro­vide a con­sis­tent and pos­i­tive voice for Le­sotho.

“The new Le­sotho tourism and cor­po­rate brand is de­signed to show­case Le­sotho’s high al­ti­tude, unique land­scape and Ba­sotho’s cul­tural iden­tity through a graph- ic art that re­quires a sec­ond look,” Ms Motšoe­neng said.

“It in­cor­po­rates the four sig­na­ture at­tributes of Le­sotho such as wel­com­ing, ma­jes­tic, en­er­getic and au­then­tic.

“It is also de­signed in such a way that the first look cre­ates the de­sire to know the story be­hind Le­sotho as a des­ti­na­tion, hence we be­lieve Le­sotho will be a must-visit des­ti­na­tion.”

She said the LTDC would no longer use mul­ti­ple slo­gans such as “moun­tain king­dom”, “real peo­ple, real cul­ture, real moun­tains”, and “be chal­lenged by na­ture”.

“We will be align­ing our­selves to in­ter­na­tional best prac­tices through the use of a sin­gle tagline or the slo­gan “The king­dom in the sky,” said Ms Motšoe­neng.

The LTDC’S goal, she said, was to en­tice po­ten­tial vis­i­tors to want to learn more about Le­sotho and plan vis­its to Le­sotho.

“With the help of fur­ther re­search, cou­pled with our planned mar­ket­ing strate­gies and partnerships with rel­e­vant and key stake­hold­ers to­gether with the new brand, we be­lieve all the pieces will come to­gether to cre­ate a strong im­age for Le­sotho so that it stands out from the crowd of re­gional and in­ter­na­tional com­peti­tors,” Ms Motšoe­neng added.

The new tourism iden­tity is de­signed to show­case Le­sotho’s high al­ti­tude and unique land­scape.

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