The sponsorship of the Calabar Children Carnival by Dangote Group, the company says is  borne out of the need to promote the development of the Nigerian child as well as provide them with a means of expressing their creativity, Tony Chiejina, the Group’s spokesman said.

Calabar Carnival festival tagged “Africa’s Biggest Street Party,” was created as part of the vision of making the Cross River State, the number one tourist destination for Nigerians and tourist all over theworld. The carnival which begin on every 1st of December and lasts till 31st December has boosted the cultural mosaic of Nigeria people while entertaining the millions of spectators within and outside the State, and boosting industry for all stakeholders.

Dangote Group’s commitment to the wellbeing of children informed the development of a whole range of products tailored to their welfare and its sponsorship of the Children Carnival part of strategies to ensure that the average Nigerian child is given the opportunity to explore his or her talent. Dangote Noodles and Dansa, the beverages subsidiary of the group were on ground to offer both the children and their handlers a taste of the range of products from the stable.

Preparatory to the Children Carnival parade, thousands of children dressed in different  costumes gathered at the Calabar Botanical garden for final rehearsal.

While at the Botanical Garden which was fully branded with Dangote banners, the children were given thousands of packs of snappy pops, a favorite snack from Dangote Noodles.

Dansa Foods, a subsidiary of Dangote Group established various serving points along the dry run route where participating kids were served refreshing portions of various products from the company. The children reinvigorated with the drinks danced and marched with new strength to the terminating point at the Esuene stadium.

The entire carnival route from Mary Slessor Avenue to the main bowel of the stadium was fully branded in Dangote colors. The main bowel had several Dangote flying banners and sky dancers. The sky dancers painted in the Group’s colors and with Dangote boldly written on them were the delight of the children who love catching hold of them when they sway towards the ground.

Dangote Noodles established a kitchen in the stadium from where over five thousands plates of noodles from its stable were prepared and served to the children and their handlers.

The kitchen started preparation and distribution of the noodles long before the carnival procession came into the stadium. Dansa was at hand in the stadium serving thousands of bottled chilled Mowa water and Dansa range of fruit juice products to the thirsty crowd.
Charles Uwa Omoregha, General Manager, marketing-Tourism Bureau, Cross River State  commended all the sponsors of Calabar Carnival 2010 especially Dangote Group for sponsoring the Children Carnival.

He urged other corporate bodies to take a cue from Dangote Group in promoting the nation’s abundant cultural, natural and human resources via sponsorship of projects like Calabar Carnival.

The Carnival has come a long way. It all started in 2004, when the then State Governor, Mr. Donald Duke evolved a vision of making his state the hub for tourism and hospitality both in Nigeria and Africa.

The Carnival presents a perfect platform from brand visibility for consumer and market awareness. “According to Mrs. Elenda Osima-Dokubo, Executive Secretary Cross River State Carnival Commission, “the carnival aimed to include more aspects of local heritage and culture and at the same time strengthen the capacity of the locals to participate in an economically beneficial way.”