On Monday January 9, the Brand Uganda program was honored to meet Uganda’s ambassadors during the 3rd conference of Heads and Deputy Heads of Uganda missions abroad at the Ministry of Foreign Affairs, Kampala- Uganda. The meeting themed, ‘Promoting Uganda’s image abroad’ saw the Brand Uganda team as represented by the TERP Group and USAID-SCOPE take the ambassadors and a few media personalities through the program progress and prospects. The presentation covered the following aspects: the long term communication strategy to ensure longevity and fruition of the program, and the set-up of Gifted by Nature Incorporated, the institution to manage the brand. To allow the ambassadors a tangible feel of the campaign, they each received Brand Uganda materials such as a shirt and a lapel pin plus a CD with some Uganda commercials and documents on the program.

For the brand Uganda program, it was a milestone to garner the input and support of Uganda’s ambassadors as the program can be further propagated to a wider global audience through the ambassadors. The ambassadors applauded the brand Uganda program, acknowledging that it stands to benefit Uganda in every way despite the challenges the campaign faces on the ground such as negative press and current inadequate funding.  The ambassadors reiterated that country branding is ultimately a national development programme and needs support right from the grassroots to the President of Uganda.

The deputy head of the Uganda mission in London, Ambassador Justinian Muhwezi Kateera had this to say in support of the campaign, “I believe that the campaign has generated interest in Uganda as a tourist destination- I look forward to the continuation of this innovative and creative effort.” Dr. James Lukabyo, Uganda’s ambassador to Australia and New Zealand added that embassies needed to be facilitated and availed with Brand Uganda materials for effective reach in their different ambassadorial postings.

The lively session which started at 9am was chaired by the Ministry of Foreign Affairs, Resource Centre Head, Mr. Phillip Odida, and was also addressed by Mr. Robert Kabushenga, Head of the Media Center. He emphasized the importance of enhancing Uganda’s image abroad through proactive media engagement. In attendance were also heads of leading local media houses such as William Pike, CEO- The New Vision, Mr. Steven Asiimwe, Editor-in-Chief, The East African Business Week among others.

This 3rd conference of Heads and Deputy Heads of Uganda missions abroad, with the theme, ‘Trade as the Engine of National Development’, started on January 5, and ends on January 20, 2006 and is ongoing at the Ministry of Foreign Affairs. The conference will see the ambassadors interact with leaders and focal persons from Uganda’s public and private sectors with the aim of ensuring that Uganda’s ambassadors are well-equipped as Uganda’s representatives in the global arena.