BRANDING BOTSWANA THROUGH DIAMONDS

Debswana and Botswana Export Development and Investment Authority (BEDIA) recently launched Brand Botswana’s first co-branded campaign titled “Our Diamonds, Our Pride”.

HAPPY PEOPLE: (from left) trade and industry minister, Dorcas Makgato-Malesu, BEDIA acting C.E.O,Lameck Nthekela and Debswana MD,Jim Gowans

Launching the campaign, Minister of Trade and Industry, Dorcas Makgato-Malesu explained that given the size and contribution of Debswana to the nation and economy of Botswana, BEDIA couldn’t have chosen a better partner for its inaugural co-branded campaign.

“The campaign serves as demonstration of how organisations can work jointly with Brand Botswana to achieve the objectives of the National Identity Program and create opportunities to expose the brand logo through integrated campaigns.

It further supports the notion that if we are to advance as a country and portray a single national identity then we must work together. We must own the national logo and feel free as individuals and companies to use it where appropriate and be proud of that,” Makgato-Malesu said.

Ina press statement Debswana said it has been supportive of the nation brand from inception. The company was involved in the development of the national brand throughout the process from 2006. It committed resources to both the Brand Leadership and Brand Development Teams at the highest levels of seniority.

Speaking at the launch, Jim Gowans, Debswana Managing Director said, “Our company identifies a number of synergies with the Brand Botswana Pride campaign. Debswana is partly owned by Batswana through the Government shareholding. Therefore, after 42 years of mining diamonds and contributing immensely to economic growth and development, we want to enhance the sense of pride Batswana have in Debswana, their company, and pride in the diamonds and what they have done for the country.”

“The Debswana campaign storyline is around the benefits of diamonds to Botswana. The theme is ‘Our Diamonds, our Pride’.
The Brand Botswana/Debswana campaign will use communication channels such as print media, talks-shows, radio and television commercials and billboards. These will reflect executions that celebrate the diamond-mining sector and its contribution to Botswana’s economy.

BEDIA intends to forge more partnerships such as this one in future, where Brand Botswana will implement other co-branded campaigns in sectors including Tourism, Trade and Industry, Governance, Sport, Culture and Heritage. At the launch, individuals were also encouraged to make a difference through preserving our culture and heritage; demonstrating positive behaviour and celebrating the elements that make us unique as a country.

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