The Heart of Africa Project was conceptualised as a programme for Nigeria’s image management and progression. Its primary objective was to promote Nigeria’s national brand assets while addressing the brand eroders confronting the nation.
The Heart of Africa Project was a comprehensive branding programme developed by Alder for the Nigerian Government. The programme began with rigorous research which identified a dozen national brand assets that could be successfully promoted (including personality and business brands). A brand policy framework was crafted and presented to the Nigerian Federal Executive Council (presided over by the President of Nigeria), in collaboration with the Federal Ministry of Information.
The brand policy framework was adopted by the Council and support was elicited from the National Council of State, Ambassadors, Business Leaders, The Police Force and the Legislature. A Business Support Group was instituted by the President to champion private sector participation in the project.
Strategy
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).
Traditional Media
The Heart of Africa marketing campaign was successfully launched in the country to the Press and general public. All marketing materials were designed and produced by Alder including print & electronic adverts, brochures, banners and multimedia presentations. Alder also registered the website URL on behalf of the Ministry of Information and built and maintained the website during the course of the project.
International Brand Promotion
International presentations on the Heart of Africa project and marketing campaigns were executed in the UK, US and France, amongst others. Alder provided international marketing support, events management and production services.
