THE NORTH Sulawesi Tourism Promotion Board has launched a new branding, with the tagline Manado Joy, to attract leisure tourists and MICE to the destination.
The board’s executive director, Widijanto, said they had chosen to highlight Manado in the tagline, as it was better known than North Sulawesi. “If you Google it, there are many references on Manado,” he explained.
The tagline is coined from the colloquial local expression “Jo”, while the new logo depicts the ocean, a coconut tree, a flower and Tarcius spectrum, the smallest monkey in the world. “These symbolise the variety of attractions in North Sulawesi,” said Widijanto.
Plans are in motion to promote the tagline and logo to the local travel trade, as well as introduce the branding to the international community at the ASEAN Tourism Forum 2012 in Manado.