Stories are a destination: Zgharta Ehden launches its territorial branding strategy under TerBrand project
In the frame of "TerBrand - Empowering Mediterranean Municipalities in branding their territorial added value" project, MedCities has accompanied the Municipality of Zgharta Ehden in the definition of the territorial branding and communication strategy in order to promote its natural and touristic assets.
The project, funded by the Municipality of Barcelona, was launched in May 2019 with the objective to reinforce the role of local authorities in promoting sustainable and alternative tourism as a driver of economic activity in their territories. In July 2019 the participatory destination branding of Zgharta Ehden was launched with a training of local stakeholders and participatory focus groups and a full-fledged survey of visitors' perceptions. The results were reflected in a consolidated report, validated by the project partners in October 2019, which identified the points of interest and the attractiveness of the territory.
As a result of the diagnosis, the experts in territorial branding elaborated a proposal on the vision of Zgharta Ehden region and submitted three elaborated concepts for the communication slogan and logo. The submitted proposals were discussed in the council meeting in December 2019 as well as with the major tourism stakeholders and the final proposal, accompanied by a full-fledged visual identity application manual, was adopted in January 2019 as follow:
The project team, together with the communication and branding experts that support the Municipality of Zgharta Ehden in this process, are currently working in finalising a series of communication material linked to the branding strategy. By the end of the project a website will be developed, together with brochures, postcards and three videos that summarise the richness of natural, gastronomic, cultural and religious assets of Zgharta Ehden.