Is nation branding the new thing?

2018 will see several African countries celebrating 50 years of independence. Mauritius – a former British colony – is among the list and has planned on fervently celebrating the occasion.

Amid the planned celebrations, various in- and out-of-country events have and will continue to take place until the big day – 12 March. In a show of nation branding, the Mauritius Tourism Promotion Authority recently partnered with the BBC to develop and broadcast a series of films across all of the broadcaster’s global platforms. In addition to this, they have developed an entire website through BBC StoryWorks. The films and website aim to portray the ‘brand identity’ of the country, showing its successes and marketing it as a top destination for tourists.

As a concept, nation branding consists of building, strengthening and managing a country’s reputation to help them raise their profile. It gives emerging markets the opportunity to present themselves they way they want to be seen – and not based on outdated and preconceived notions.

According to the tourism board, the films will run in Europe, Africa, Asia Pacific, South Asia, Middle East, Latin America and North America through May 2018.

The combination of medium made available through the partnership with the BBC allows the nation to raise its profile, and the Golden Jubilee of independence is undoubtedly the perfect occasion for introducing the world to the Mauritian brand and identity.

By Creative Culture