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Due to the recent name change of this organization, the entity has dealt with the issues of repositioning, brand recognition and identity recall amongst its diverse stakeholders in the media, international markets and at times even within domestic circles.
This has obviously been a challenge in promoting first itself, explaining its mandate and projecting its successes to policy makers, exporters and international partners. The organization had to first position itself prominently, and then promote the exports of its country effectively? This was the first challenge and a strategy had to be designed accordingly.
The second challenge was that this entity is responsible for widening the export base, increasing the exports of old products to new markets and introducing new products to existing old markets i.e. USA, Europe Etc. In this quest for diversification of exports the Authority is also concentrating on the exports of fruits of Pakistan of which the MANGO the “KING of FRUITS” had to be marketed aggressively globally To commemorate the extensive efforts that have been made in the recent past to promote the export of this fruit and to acknowledge the achievement of reaching a major milestone of $30 million dollars of export revenue created by this Mango export strategy, the TDAP decided to design and launch for the first time an event called the “Mango Extravaganza” on the similar lines of events such as “Expo Pakistan”. The objective of this event was to create a media hype about this achievement, get the top exporters to attend the event to display their products and to invite the diplomats and introduce them to the “sweet” efforts of the Government of Pakistan to open the economic doors of the Mangoes of Pakistan to new countries and markets such as Japan, China and the United State of America.
SA Consulting worked with TDAP to develop and design an ambiance for this event which was to showcase its developed theme of highlighting on the royalty status of this magnificent fruit by simply stating “The King is Here”. This tag line was supported with strong design visuals and worked to position the Mango as the King of fruits domestically and internationally. Secondly, we depicted the story of the Mango by tracing its spiritual roots in the Subcontinent to the time of Mughals who first introduced this fruit here, then visually articulating the spiritual journey of the Mango through the Sub Continent and finally associating it with the land of mystics and saints (Pakistan). We showed this through highly impactful, enormous backdrops that actually showed this journey and had a great effect on the print and electronic media and the diplomatic audience in attendance. We supplemented these visuals by adding a Sufi music track and taking this journey, showing its origins and transforming and transferring the Mango as “Our Brand Ambassador” to the outside world and thus showing how it has today captured the taste buds and imagination of the international community and is opening doors for Pakistan globally both socially promoting the soft image of the country and also economically contributing tens of million of dollars in exports.
A special international food court with live cooking and display of all the savory and sweet ways the Mango adds to western and eastern cuisines was open to the guests who enjoyed the delights and collected the recipes which were distributed to them.
To show the commitment of the Government of Pakistan, to the exporting efforts of the TDAP, the Honorable Prime Minister of Pakistan not only inaugurated this event but also drew much need media attention to this successful accomplishment of TDAP. His interaction with diplomats and providing the Ambassadors Mango boxes as gifts further served to create goodwill and open the economic doors for exporting to new and diverse countries with lucrative markets.
The TDAP very successfully positioned itself with policy makers, media stake holders and diplomats and showcased very effectively their export successes and benchmarks achieved thus far not only at a macro overall level but also projected the success of opening new markets, for new Pakistani products such as the King of Fruits…the Mangoes of Pakistan. This event has planted the seeds of a possible annual export event in the form of the “Mango Extravaganza.”
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