Leading African telecom provider MTN Nigeria has embarked on an ambitious mission to rewrite the stories and perceptions of Nigeria and Nigerians through the carefully chosen, culturally provocative, and socioeconomically deliberate “See Naija” platform and campaign.
Through a personal lens, “See Naija” seeks to capture the rich diversity, culture, resiliency, individuality, and “can-do-it” attitude of Nigerians everywhere while simultaneously establishing Nigeria as a potential international tourism hub.
Based on the information that is currently available to BrandSpur telecom and IT news, Nigeria’s tourist industry may be losing between $5 billion and $10 billion a year, and its GDP contribution from tourism is only 1.2% to 1.5%, while it contributes 7–10% in other African countries. Moreover, there has been a notable decline in foreign immigration and the unrealised potential to generate more than 2 million employment opportunities.
According to experts, $1 billion to $3 billion in investments are required to improve travel conditions.
Emamoke Ogoro, General Manager, Brand and Communication, MTN Nigeria, discussed the concept that gave rise to the “See Naija” campaign and platform. The GM pointed out that while Nigerians are known for many positive things, the majority of the information available online is largely negative, which sets the tone for false perceptions about what Nigeria and Nigerians represent.
According to Ogoro: “The essence of ‘See Naija’ today is to erase all the negativity Nigeria is known for as a country. We are our brand; every Nigerian is unique. When you travel anywhere, you can spot a Nigerian easily, by the way we talk, dress, and express ourselves.”
Continuing, she had this to say: “This platform will showcase to the world, not only to Nigerians, what we are made of: our food, our fashion sense. Even as a Nigerian, there are so many waterfalls I have never been to. We want Nigeria to be a place people search for when they want to explore tourism—where to go in Nigeria, and we want travel agencies and hotels to be part of this clarion call. At the end of the day, we aim for organized tours, with guides who can talk about Nigeria and our uniqueness.”
Following a personal experience are had: “I attended a program abroad, and we had about eight nationalities in the group. We were supposed to talk about our countries—the things that make them the best, the investment opportunities, and more. One evening, someone from Poland gave me a sneering look, likely due to the negative information about Nigeria, like corruption and so on.”
Furthering: “When it was my turn to showcase Nigeria and discuss opportunities such as agriculture and oil, which is our economic stronghold, he asked where I lived. I replied I lived in Lagos, the commercial hub of Nigeria. He pressed further and asked me to show him Lagos on Google. Of course, I typed ‘Lagos,’ and you can guess what popped up: Oshodi, with dustbins and yellow buses—almost everything negative.
“This was highly embarrassing to me and all the other people from Saudi Arabia and other countries who were staring at me. However, there was someone else who could relate to the better sides of Nigeria as a beautiful place. Immediately I got back home, I told my team we needed to put a program together to show what Nigeria is really about to the world because I had a very awkward experience.
“I realized that typing my country into Google yields too much negativity. I know there are algorithms, but by flooding the internet with our good things—our resilience, our outspoken nature, and many positive attributes that distinguish us—we can change this narrative,” she added.
MTN Nigeria’s Chief Operating Officer, Ayham Moussa, stated that the company is celebrating “World Tourism Day” and paying tribute to the fighting, winning, and progressive spirit of Nigerians by using its innovative, trailblazing, and daring approach throughout the continent.
According to the COO: “Today, the whole world celebrates tourism, and at MTN Nigeria, we cannot let that pass without recognition. We are known for making noise, for making progress, and tourism allows people to see the beauty and culture in places.”
“When I joined MTN Nigeria a few weeks ago, the first thing I noticed was the warm welcome and acceptance. I see Nigerians as fighters, winners, and people willing to do everything it takes to progress. We at MTN Nigeria stand for Africa, but Africa is Nigeria. We stand for progress and for showcasing the amazing things about Nigeria. I am excited about what the team has put together today; they have done a lot to promote and make people ‘See Naija,” he said, recalling his wonderful experience when he first joined MTN Nigeria.
“See Naija” also documented a vibrant exhibition of Nigeria’s exceptional artistic talent and cultural grace, providing Nigerians with a platform to highlight their country’s stunning locations.
The “See Naija” campaign and platform, according to Ololade Otusanya, Manager, Digital Marketing, MTN Nigeria, gives Nigerians the chance to post two-minute videos to [www.mtnng/see-naija](http://www.mtnng/see-naija) and their social media accounts.
Otusanya had this to say: “Now that you have seen Naija—the culture and the beauty in our diversity—we are calling on everyone to come together and join us in this narrative to change the story positively. There is the ‘See Naija’ challenge today, and we all need to be part of it. All you need to do is upload a 2-minute video on any of your social media platforms and the MTN website. Don’t forget to tag #Naija. We can’t wait to see your lovely submissions.”
Friday Okuwe, Senior Manager, Brand, Media and Sponsorships, MTN Nigeria, reaffirmed in his closing remarks that the goal of the “See Naija” campaign and platform is to highlight Nigeria’s positive attributes to the international community.
He said: “We are the brand Naija, and as we go from here, let us begin to carry the message forward because this program already showed us that Nigeria is a beautiful place—a place to excel and where dreams and aspirations can be achieved. It is the beginning of a great journey; when it will end is not feasible or in sight, as it is like an onion that one would begin to peel and peel.
“And if you listen to the poem’s rendition, you will discover the different dimensions of who we are, both as a people in terms of culture and everything we represent. ‘See Naija’ is both a campaign and a platform. It is a campaign because we are telling the true story of Naija, and we are going to showcase it to the world,” he added.
He went on to say: “It is also a platform because we have created a digital space where everybody can not just ‘See Naija’ and what is good in Naija, but also bring their content there. It is a platform where you can showcase the best of Naija. In a way, we are all part of this project. So whatever you know about Naija, capture it and bring it to that platform and encourage others to do the same. As we do this, we begin to change our narratives.
“One step at a time, one day at a time, and in years to come, we shall see people paying money to come on holiday in Naija because there is so much to Naija. This is not just MTN’s project; it’s your project and our project because we are the Naija that people see. So let’s take it upon ourselves and begin to showcase everything good about Nigeria,” he added.
