USAID funds 30-minute multimedia branding campaign for Ghana

As the branding strategy for Ghana continues to be a source of contention, despite the establishment of a Brand Ghana Office, the country is getting help from the United States Agency for International Development (USAID) mission to Ghana in branding the country.

The USAID is funding a 30-minute multimedia branding campaign for Ghana.

In a press release issued Friday February 3, 2012 and copied to, EPIC Global Media, a woman-owned creative agency says it has signed a Global Development Alliance (GDA) with the USAID to produce a multimedia branding campaign aimed at building and presenting the brand of Ghana internationally.

The release however, did not mention how much the project would cost.

According to EPIC, the resulting 30- minute documentary-style production and 30-second commercial will air on television throughout Europe, the Middle East, Africa, and the United States, adding, “an innovative online distribution campaign will be used to reach an even wider audience.”

The production company says the objective of the initiative is to showcase Ghana to the world with a particular focus on informing and attracting potential investors, business partners, tourists and Diaspora.

EPIC’s Director, Tiffany Steeves, was quoted in the release as saying, “Ghana has experienced significant economic and development related gains in recent years, however a large gap exists between the reality found and the international perception.”

Half of the funding for the GDA is from the American people through USAID, with the remaining funds provided by a consortium of public and private sector organizations in Ghana, it says.

By Emmanuel K. Dogbevi

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