The policy framework featured a marketing strategy with local & international branches. The thrust of the strategy was to not only create a brand identity for the nation but to design a programme that was also economic in nature. Therefore, the strategy was designed to help facilitate the growth of the Nigerian economy, while showcasing Nigeria’s pivotal role in Africa’s development. To underscore this, a logo (and theme) was proposed – “Heart of Africa” – which encapsulated the essence of Nigeria as a basket of cultures as well as its positioning geographically, economically and politically.
A photographic essay on Nigeria was commissioned to catalogue Nigeria’s locational and cultural assets. The photographs were employed in advertising and airport branding. Brand ambassadors were identified; personality brands & diplomats as well as international businesses that had successfully operated in Nigeria for decades. (At the time, Nigeria’s stock market had the highest Return on Investment in the world. Nigeria was also the main contributor of troops to the ECOMOG forces and the major player in the abolishment of apartheid on the African continent. The country remains Africa’s largest consumer market).