Building the Destination Livingstone Brand
30th November 2020
Acorn has been asked by the UK’s FCDO funded Prospero programme to continue our work with Destination Livingstone in Zambia. The destination management organisation was set up to guide the delivery of the Livingstone Destination Management Plan that we produced in 2019.
Over the next few months, we will be working closely with this newly formed public-private sector placemaking organisation. Using Livingstone’s Story, its strategic narrative, we will be creating a set of tools to help tourism sector businesses to market themselves more effectively to their target audiences by conveying consistent communications about Livingstone, the home of the Victoria Falls.
An illustrative strategic Storybook will be designed, using place photography, to inspire potential investors. Buyer personas will provide detailed profiles of the niche markets to target. The Story Toolkit will be a practical guide to show Livingstone’s businesses how to create communications messages that engage their target audiences and build a consistent place brand.
We will also be developing an Ambassador programme, providing sustainable tourism awareness materials and developing a business plan to create a platform to promote Livingstone’s MSMEs.
To produce the storybook and toolkit, we’ll be working with our close associates James Turner and Creative Director Peter Anderson who took the place photography during our three-week stakeholder engagement fieldwork in 2019.
