Lagos Tourism had identified the global Diaspora community as a core market and had successfully in her first appearance at the carnival, drawn attention to Lagos as a destination for business and leisure.
There was therefore a need to further entrench the Lagos brand to the ever increasing carnival audience (estimated at over 2.5 million people from various countries in attendance, over a 100 million TV and Internet audience across the globe) and also provide an exposure opportunity to the co-sponsor, First Bank Nigeria.
| CRN Insight / innovation | Use the Carnival as an experiential platform for target to feel the high impact cultural backgrounds of the destination, Lagos and also provide an opportunity for the exposure of the First Bank brand, particularly selling First Bank’s numerous remittance schemes. |
| CRN Response/ Deliverables |
•Offering First Bank, an opportunity to connect informally with Diaspora target
• Full post event publicity for First bank and Lagos State on local and international media and sustain excitement amongst the target.
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| Achievements |
•Over 50 million naira worth of media coverage was generated for Lagos State and First Bank PLC locally and globally in the print, electronic and social media.
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