Port Harcourt brand: Defining new identity

The slogan is ‘Live, Work, Invest,’ and this aptly describes the Port Harcourt brand. Port Harcourt, the capital of Rivers State, has indeed undergone a thorough positioning and transformation as a brand. What makes the Port Harcourt brand thick? It is the conception of ideas and laudable feats that have helped in shaping the image of the brand. Post Harcourt has thus become an alluring destination of choice through several platforms that have differentiated its brand identity. It is also known as Rivers of opportunities now.

The Rivers State government has embarked on several brand building activities in order to recreate Port Harcourt and position it as dynamic brand with a positive outlook. Through several communication campaigns, the government has breathed life into the Port Harcourt brand. One of the laudable platforms that have portrayed Port Harcourt as a distinct brand is the International Fashion Week. The fashion event is a concrete platform to make Port Harcourt a destination brand and showcase the numerous possibilities that exist in the state.

The repositioning drive of the Rotimi Amaechi-led government has yielded enormous benefits with the fashion fiesta that kicked off last year. The government dabbled into creative economy, not only to exemplify the values of the Port Harcourt brand, but also to empower the youthful segment. To further buttress this, the face of the Native and Vogue competition is organised to equip and empower students. The students will also serve as Rivers State youth ambassadors for a year in addition to N500,000 prize money. The Native and Vogue event has indeed redefined the image of the Port Harcourt while also leveraging its positive values.

Fashion is being utilised not only to develop the potentials of the state but also a capacity building and empowerment platform for youths. The annual fashion event rivals South Africa and Paris in terms of planning, grandeur and glitz.

Beyond fashion and the creative economy, Port Harcourt has remained the book capital. It has opened its doors to renowned authors in order to drive its brand essence. Port Harcourt has embraced literature and positioned as a brand developing the knowledge economy. The annual literary festival and book fair has further elevated the status of the Port Harcourt brand beyond the mundane.

Through its avowed interest to promote literacy and literary knowledge, the Port Harcourt brand has attracted best writers such as Wole Soyinka, Ola Rotimi, Kaine Agary, and several others. It was also a resounding applause for the Port Harcourt brand when the Rivers State government hosted Wole Soyinka on his 80th birthday.

The essence of the Port Harcourt brand has been redefined with its unique attributes of safety, security and peaceful ambience being exemplified. The personality of the brand resonates more with the target audience as serene atmosphere for living, pleasure and business. This new identity restores the originality of the Port Harcourt brand as one with enormous socio-economic potentials.

The Rivers of possibilities campaign also set a new agenda for public discourse on the positioning for Port Harcourt as a forward looking brand where several positive things take the front burner of life and business.

The annual Native and Vogue event is designed not only to explore the potentials of the youthful populace but to also develop the creative economy and project the huge potentials of the fashion industry. The annual event parades the finest and best in international and local fashion. Several local fashion designers made huge revenue selling all their designs at the event.

The Native and Vogue project was conceived by Neo Mantra and the Rivers State government, which serves as a platform for aspiring designers to showcase the great wealth of local talent that abound in Nigeria and also the rest of Africa.