Bangladesh

Branding & Communication Strategy

Presented By

Akhtaruz Zaman Khan Kabir

Chief Executive Officer

Bangladesh Tourism Board

Capital and largest city Dhaka Official languages Bangla Ethnic groups(1998) 98% Bengali 2% other Recognized 16 December 1971 Area Total 147,570 km2 (94th) Population July 2012 estimate 161,083,804 (8th) Density 1,033.5/km2 (9th) Currency Taka (BDT) Time zone BST (UTC+6) Calling code 880 Airports (international) 3 Seaports 2 Land port 4

Bangladesh is the land of green countryside, Serpentine River, natural wonders and colorful cultural life. It is a dream destination for any kind of tourists as it has some mind boggling sites to die for. That's why travel destinations in Bangladesh are creating much fuss around the world.

Bangladesh- At a Glance

A clear set of practical, meaningful Tourism objectives and aspirations lie behind a BRAND’s unique features. Ultimately the destination BRAND seeks to speak to two priority Audiences: 1. The TRAVELLER 2. The PEOPLE OF THE DESTINATION

BRAND acts as the VOICE of the nation. There are few symbol of Tourism Branding 1.V – Vision 2.O- Originality 3.I – Icons: 4.C – Competitiveness:

Tourism Branding

From time immemorial, Bangladesh was recognized as a travel destination. Bangladesh was once connected to the Silk Road. Gigantic Delta was once the World Trading Center. The land was connected to different parts of the world including Europe. The geographically important location

Bangladesh as a Tourist Destination

It is widely recognized that Bangladesh possesses some of the unique resources;

SUNDARBANS - The largest mangrove forest in the world COX’S BAZA -The longest unbroken beach in the world BANGLADESH - The largest delta in the world PEOPLE - The friendliest people in the world CONNECTIVITY - Silk Road Destination

Emerging Tourist Destination

So Bangladesh was once very much linked to many parts of the

world Now the time’s come to develop Bangladesh as the hub of

the region The present US Ambassador made a comment that

“Bangladesh can be the hub of a new silk road”

Considering this, regional connectivity has been emphasized by

the government

Emerging Tourist Destination

-Bangladesh – Often misunderstood a country of natural disaster, poverty, over population

But Lonely Planet recognized : Bangladesh ranked the 1st among 10 top ten value destination in the year of 2008 and 2011. Because of proper branding & communication strategy we could not take the advantage of this recognition.

Branding Bangladesh

Recognition of Bangladesh as a Tourist Destination

Below is the Top 10 value destination in the world in 2011

1. Bangladesh 2. Nicaragua

3. Washington, DC

4. Paris

5. Namibia

6. Philippines

7. Argentina

8. Naples

9. Ukraine

10.Syria

The List of Top 10 Value Destination in 2011

Recognition

•The Living Culture - absolute unique in the world •Dimension of Hospitality – innate & pure •Heritage – Blend of Muslims, Hindu & Christian, Civilization •The People – So enterprising & friendly

Why Most Value Destination

All these cost minimum but provide maximum benefits to the visitors

USP (Unique Selling Position )

People and lifestyle Crafts Dhaka City Forest and wildlife + Tea Garden Archaeology and Heritage Ethnic Culture River & Riverside lifestyle Wetland and lifestyle Festivals & Fairs Beaches and Offshore Island Traditional Sports

Living Cultural & Heritage

USP (Unique Selling Position )

Local Traditional food Pitha Varieties of Curry dishes Sea Fish Desserts Snacks Fruit Adivasi Food (Tribal Food)

Festival Food

Food Culture

USP (Unique Selling Position )

Tourist Attraction

Tourist Attraction

A resilient nation very big consumer market largely a homogeneous society more global market access Bangladesh in its list of ‘Next 11’ countries (those most likely to become the world’s largest economies after the BRIC nations) and it is one of JP Morgan’s ‘Frontier Five’ economies. Citigroup has identified Bangladesh as one of 11 countries it terms Global Growth Generators (or 3G countries)

Bangladesh Branding Strategy

A resilient nation Most friendliest & Hospitable nation Old Fashioned life style Rich history & culture Unspoiled natural beauty

Bedrock of Brand Strategy

Creating positive bangladesh to the whole world

Bangladesh Branding Strategy

School of Life

Bangladesh is a natural school • Potter don’t go to school but he produces world famous potteries • crafts man don’t have any academic schooling but produces world class crafts.

School of Life

Communication Strategy

Farmers don’t have academic schooling but cultivate in the modern way Chefs don’t have academic schooling but cook world class standard Fisherman don’t have academic schooling but fish in the advanced way

Communication Strategy

Media & PR Campaign

Marketing Communications & Trade Events

Destination Web Portal

Advertisement in Travel & Tourism Magazines

E-News Letter

E-Mail Marketing

Communication Strategy

http://www.tourismboard.gov.bd

Promotion in online market place

Campaign in Trip Advisor

Campaign Sina.com

Campaign wayn.com

PR Campaign in travel daily news international

Communication Strategy

Participation in the international travel & tourism exhibition

Familiarization tour

Road Show

Festivals

Marketing Programs

Best Marketing NTO award in KOTFA -2012

Beautiful Bangladesh TVC awarded 3rd Best

tourism TVC

In ZAGREB international tourism film festival 2011

Best Film Award at VII FilmAT Film, Art and

Tourism Festival in Poland 2012

Achievement in Marketing

Thank to all