The co-branding initiative between BEDIA and Debswana has been rolled out. The first co-branding campaign under the Brand Botswana aims to partner with private sector to develop and utilize partnerships.
“The campaign serves to demonstrate how organizations can work with Brand Botswana to achieve the objectives of the national identity programme as well as creating opportunities to expose the brand logo through integrated campaigns,” said Dorcas Makgato-Malesu, Minister of Trade and Industry.
Malesu said Botswana will only advance if Batswana portray a single national identity and work together and own the logo. The co branding with Debswana is the 1st in their projected 6 month campaign.
The Brand Botswana/Debswana campaign will use communication channels such as billboards and print media to reflect accomplishments that celebrate the diamond mining sector and its contribution to the economy. The billboards will be placed in Gaborone, Jwaneng, Orapa, Francistown, Maun, Kang, and Morupule.
Malesu said registration of the trademark internationally is ongoing and will end in December 2012 as per the World Intellectual Property Organization Guidelines.
“More partnerships should emerge where Brand Botswana will implement other co branded campaigns in other sectors like tourism, trade and industry, governance, sport and culture and heritage,” she said. Malesu appealed to Batswana to take an active role in making national identity programme a success.
“Local corporations should apply for the use of the logo for events, on products and on any other initiative that aims to instill pride and patriotism among Batswana,” she said.
On his part, Jim Gowans, CEO Debswana, said the company has been involved in the development of the national brand throughout the process from 2006 and has committed resources to both the Brand leadership and brand development.
“We find it fitting as the largest company in Botswana and the company that produces a product which is the mainstay of the economy, we should chart the way forward for other companies,” said Gowans.
Debswana campaign storyline is around the benefits of diamonds to Botswana, running under the theme ‘Our Diamonds, Our Pride’.
“We saw it fit to exploit the synergies between the theme and the objectives of the nation brand campaign and embraced collaboration with brand Botswana,” said Gowans.
Gowans said apart from wanting to instill a sense of pride they also want to support the national brand programme and inspire other organizations to use the national brand and collaborate with Brand Botswana.