{"id":20920,"date":"2013-07-05T11:24:39","date_gmt":"2013-07-05T09:24:39","guid":{"rendered":"http:\/\/www.myza.co.za\/rebrand100-celebrates-birth-of-the-adventure-province\/"},"modified":"2013-07-05T11:24:39","modified_gmt":"2013-07-05T09:24:39","slug":"rebrand100-celebrates-birth-of-the-adventure-province","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/rebrand100-celebrates-birth-of-the-adventure-province\/","title":{"rendered":"Rebrand100 celebrates birth of the Adventure Province"},"content":{"rendered":"<p>The repositioning of the Eastern Cape as Adventure Province by Boomtown has been recognised globally as one of the most significant rebrand exercises of a destination by REBRAND 100.<\/p>\n<p>Once a year, a fresh panel of international business, marketing and design executives is selected to jury the competition, with the goal of showcasing globally the most effective brand transformations.<\/p>\n<p>The Eastern Cape has a lot to offer, to many people, so the challenge was defining a single and unique draw that would stand out above the rest. After hours of: research, focus groups, comparisions, insight generation, uncovering brand perceptions and the development of brand tools, Boomtown crafted a compelling brand that would be a first for the country.<\/p>\n<p>Looking at the other eight provinces there was one unique, compelling proposition with great growth potential for the Eastern Cape. Adventure.<\/p>\n<p>So the Adventure Province was born.<\/p>\n<p>Glen Meier, Boomtown\u2019s Port Elizabeth Managing Director said of their work: \u201cThe Province has a better profile and is accessible due to having a strong brand identity. The positioning has worked exceptionally well, and included the development of a range of merchandise that could generated a new revenue stream.<\/p>\n<p>\u201cThe positioning allowed us to create a truthful and memorable proposition and encourage travelers to take pleasure in their own adventures, while exploring and discovering our exceptional piece of South Africa.\u201d<\/p>\n<p>REBRAND 100 is a leading source of case studies and expertise from over 36 countries and range from multi-national firms like Unilever, Procter  Gamble, Four Seasons Hotels and Resorts, Virgin Atlantic, to nonprofit organisations, regional, and local small businesses.<\/p>\n<p><strong>URL<\/strong>: <a href=\"http:\/\/www.boomtown.co.za\" target=\"_blank\">http:\/\/www.boomtown.co.za<\/a><br \/><strong>Twitter<\/strong>:<br \/><strong>Facebook<\/strong>:<br \/><strong>YouTube<\/strong>:<\/p>\n<p>Author: <strong>Kimberley Nanson<\/strong> from <strong><a href=\"http:\/\/www.sapphirestreet.com\" target=\"_blank\">Sapphire Street<\/a><strong>. Originally distributed by <a href=\"http:\/\/www.MyPR.co.za\" target=\"_blank\">MyPR.co.za<\/a>.<\/strong><\/strong><\/p>\n<p>No of Images Uploaded: <strong>One<\/strong><\/p>\n<p><strong>To gain access to<em> One<\/em> image\/s please Like, Tweet or +1 this article:<\/strong><\/p>\n<p><strong>Images:<\/strong><br \/><img loading=\"lazy\" decoding=\"async\" class=\"size-full aligncenter wp-image-4973\" alt=\"ECTB-logo\" src=\"http:\/\/www.myza.co.za\/press\/wp-content\/plugins\/rss-poster\/cache\/5c9b7_ECTB-logo.jpg\" width=\"945\" height=\"556\" \/><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The repositioning of the Eastern Cape as Adventure Province by Boomtown has been recognised globally as one of the most significant rebrand exercises of a destination by REBRAND 100. Once a year, a fresh panel of international business, marketing and design executives is selected to jury the competition, with the goal of showcasing globally the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","ngg_post_thumbnail":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[1],"tags":[3257,1452],"class_list":{"0":"post-20920","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-south-africa","7":"tag-mypr","8":"tag-public-relations","9":"entry"},"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/20920","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/comments?post=20920"}],"version-history":[{"count":0,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/posts\/20920\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/media?parent=20920"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/categories?post=20920"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.myza.co.za\/press\/wp-json\/wp\/v2\/tags?post=20920"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}