An innovative travel visa
Promoting seamless travel between South African countries
CHALLENGE
With the goal of increasing trade in tourism services and easing the movement of travelers across their borders, partner countries of the Kavango Zambezi Transfrontier Conservation Area (KAZA) were in the process of transitioning their individual visa programs into a single unified visa system called KAZA VISA. This was to be the prototype for a wider unified visa program among the partner countries of the Southern African Development Community. As part of an awareness campaign that was launching at the United Nations World Tourism Organization 2013 Assembly, The World Bank hired Blue Marble to develop a brand identity and communication materials that would garner support and leverage growing enthusiasm for the KAZA VISA program.
INSIGHTS
The primary draw for most of the KAZA partner countries is their abundant and unique flora and fauna. As such we focused on how to use wildlife as a central theme and also convey the idea of borderless travel. We settled on a white bird in flight as the graphic for the primary logo. In certain formats, this logo was expanded to include an illustrated depiction of the Victoria Falls Bridge connecting Zambia and Zimbabwe which, with Zambia and Zimbabwe as the two pilot countries for the KAZA VISA, was symbolic of their close partnership.
We created a small booklet to provide detailed information about the KAZA VISA program as well as profile the KAZA partner countries. As KAZA VISA is ultimately a promotion for travel within and among the KAZA partner countries, we formatted the booklet to have a similar feel as a passport. It was important to incorporate beautiful imagery of landscape and wildlife and although the KAZA team lacked access to high quality photos, we were able to secure many compelling images from our own image library. We also designed business stationery, a rack card and large stand-up banner for The World Bank and KAZA teams for use at various events and for branded correspondence with current and prospective program participants and backers.
RESULTS
Bringing the KAZA VISA concept to life
The brand identity enabled The World Bank and KAZA teams to more successfully educate and generate support for the program. The communication materials have helped to encourage regional collaboration between KAZA partner countries and in particular to build awareness of Zimbabwe and Zambia as competitive international tourism destinations for cross-border tourism activities.
CLIENT
The World Bank
SERVICES
Brand and message development
Print and digital publication