By Jimoh BABATUNDE
Many states in the country are now realizing that they need to carve a niche for themselves in the area of travel and tourism  as it is done in more developed tourist destinations like South Africa where each of the regions  create a brand for its tourism without waiting for the centralgovernment.

There is a large body of international consumers as well as a highly- informed professional cadre of tour operators in the background ready to transact; but when states and regions refuse to develop their potentials and reputation, the opportunity is usually lost to states that are keen on such development.

The beauty and general outlook of a state is a viable tool in the management of perceptions concerning their image and a determinant of the acceptance level of their messages in the outside world.

Rivers State traditional dancers at the event.

So, the efforts of the Government of Rivers State in its effort at branding the state as a place for leisure, business and a place to live is not out of place.

Once upon a time, Port Harcourt, the state capital, was dubbed as the Garden City. Not satisfied with its status today, the present Governor Rotimi Amaechi administration wants to bring back those good old days of the city looking green and clean.

The state Chief Executive, said on assumption of office in 2007, that he realised that a lot of things had gone wrong and needed to be corrected, thus the dream of a change initiative was borne to either move the state forward or at least restore the good old days of Port Harcourt as the garden city of the federation where people from all parts of the world felt comfortable to live and do business.

The governor started thinking of how to re-invent the state towards being a unique state among states, through the development of education, power and energy; health ;transportation; cultural and the people as well as other institutions existing in the state.

The Commissioner for Information, Mrs. Ibim Semenitari, while setting the stage for the launch of Change Rivers State initiative at Hotel Presidential, Port Harcourt, recently, said the brand message is simple: “A place where untapped potential thrives, with a welcoming culture that is fresh and dynamic. It is a place where you will be inspired to be a part of something big, with one vision to make tomorrow’s dreams, today’s’ reality.”

She said the state is not embarking on a rebranding project as there has never been a time in the history of the state that a brand was created for it.

Semenitari said Port Harcourt was a Garden City by happenstance. In her words,” We are creating a brand because up till now everything that happened was by happenstance. It was ‘Garden City’ by happenstance, there wasn’t any deliberate attempt on brand creation.

Brand creation instigates brand proposition, which is now what the world is all about.” Besides all these, she explained “We had lost the grace in Port Harcourt. There was violence, there was a lot of garbage on the street and quite frankly, investors were leaving the state. We had begun to lose the values that we had as a people. We needed to change all these things.”

The commissioner stated that we are in the era of a new world and a new economy where states should be seen as brands and challenged to state their brand promise.

“So, for us in Rivers State, it was critical to create a destination brand that states here is the place to live, work and do business. A place where investment is safe, a place where you are happy to be and a place of collective engagement.

”For us today, that is the brand promise, that Rivers State offers a place of collective enrichment.”

The commissioner added that the state brand identity is a multiple definition of the vibrant state. “A symbol of hope, potentials and promise of a new day. The various icons creating the logo symbolises the components or elements that make up the uniqueness and richness of the people of the land.”

She added: “It is not one thing but many; it is not limited but defined by limitless potentials. Being a state that is not defined by tourism, the state is represented by the elements that make it successful such as business, community, trade, resources and people.”

Today, Rivers has successfully launched its brand, which is named “The Taste of Rivers”. It was  unveiled in a festive mood with fireworks, musical entertainment with top musicians including P_square, Asu Ekiye, home boy Duncan Mighty performing.”