Debswana, together with the Botswana Export Development and Investment Authority (BEDIA), launched Brand Botswana’s first co-branded campaign titled “Our Diamonds, Our Pride.”
The campaign will run in print media, engage talk shows on radio and television as well as feature commercials and billboards that reflect and celebrate the diamond-mining sector and its contribution to Botswana’s economy. The theme for the campaign was first developed during Debswana’s 40th anniversary celebration in 2009.
Botswana’s Minister of Trade and Industry, Dorcas Makgato-Malesu, launched the campaign and explained that Debswana’s size and contribution to the nation’s economy, made it a well chosen partner for BEDIA’s inaugural campaign.
“The campaign serves as a demonstration of how organizations 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,” he said.
Debswana has supported the nation brand from inception in 2006 as it was involved in the development of the national brand and committed resources to leadership and development teams.
Debswana’s managing director, Jim Gowans, noted that the 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,” he said.
BEDIA plans to implement other co-branded campaigns in sectors including tourism, trade and industry governance, sport, culture and heritage.