Abstract
This article examines why Rwanda, a poor African country that is generally known for the horrific genocide that took place there in 1994, has decided to sponsor Arsenal, one of the richest football clubs in the world, using “Visit Rwanda” messaging. It therefore analyses the contextual circumstances, which explain the Rwandan government's choice for profiling itself using this manner of nation branding. As such, the article outlines how the commercial deal is seen as part of a state-led strategy for the long-term development of the country. By presenting Rwanda as a place to go to, the negative image of the genocide will be replaced by the image of a more stable country which is attractive to visitors and investments. However, other reports cast doubt on the sincerity of this strategy, as they purport that this effort in nation branding is being used to persuade the international community to overlook alleged human right violations in the country. Consequently, the article concludes that the Rwandan government's choice for branding the country in this manner appears ambiguous and seemingly limits itself to marketing, in order to achieve benefits for the country that are probably too good to be true.
Similar content being viewed by others
References
Abdi, K., M. Talebpour, J. Fullerton, M.J. Ranjkesh, and H. Jabbari Nooghabi. 2018. Converting sports diplomacy to diplomatic outcomes: Introducing a sports diplomacy model. International Area Studies Review 21 (4): 365–381.
Al Jazeera. 2020. Qatar Airways in talks to buy 49% stake in Rwanda’s state carrier. https://www.aljazeera.com/economy/2020/02/05/qatar-airways-in-talks-to-buy-49-stake-in-rwandas-state-carrier/. Accessed 9 Dec 2020.
Alluri, R.M. 2009. The role of tourism in post-conflict peacebuilding in Rwanda. Swisspeace Working Paper, 1–39.
Anholt, S. 2005. Anholt Nation Brands Index: How does the world see America? Journal of Advertising Research 45 (3): 296–304.
Anholt, S. 2007. Competitive identity: The new brand management for nations, cities and Regions. Basingstoke: Palgrave Macmillan.
Anholt, S. 2010. Places: Identity, image and reputation. London: Palgrave Macmillan.
Aronczyk, M. 2013. Branding the nation: The Global Business Of National Identity. Oxford: Oxford University Press.
Arsenal FC. 2018. Arsenal partner with ‘Visit Rwanda.’. https://www.arsenal.com/news/club-welcomes-visit-rwanda-new-partner. Accessed 9 Dec 2020.
Avery, J., and A. Keinan. 2015. Consuming brands. In The Cambridge handbook of consumer psychology, ed. M.I. Norton, D.D. Rucker, and C. Lamberton, 209–232. Cambridge: Cambridge University Press.
Avraham, E., and E. Ketter. 2008. Media Strategies for marketing places in crisis: Improving the image of cities, countries and tourist destination. Oxford: Elsevier Butterworth-Heinemann.
Avraham, E. 2004. Media strategies for improving an unfavorable city image. Cities 21 (6): 471–479.
Avraham, E. 2014. Spinning liabilities into assets in place marketing: Toward a new typology. Place Branding and Public Diplomacy. 10 (3): 174–185.
Avraham, E. 2006. Public relations and advertising strategies for tourist destination image crises. In Tourism, security and safety. From theory to practice, ed. Y. Mansfeld and A. Pizam, 233–249. Oxford: Elsevier Butterworth-Heinemann.
BBC. 2010. Hutus ‘killed Rwanda President Juvenal Habyarimana’. http://news.bbc.co.uk/2/hi/africa/8453832.stm. Accessed 9 Dec 2020.
Beech, J. 2009. Genocide tourism. In The darker side of travel: The theory and practice of dark tourism, ed. R. Sharpley and P. Stone, 207–223. Bristol: Channel View Publications.
Bennett, P.D. 1988. Dictionary of marketing terms. Chicago: The American Marketing Association.
Booth, R. 2010. Does this picture make you think of Rwanda?. The Guardian. https://www.theguardian.com/media/2010/aug/03/london-pr-rwanda-saudi-arabia. Accessed 9 Dec 2020.
Britton, B., and S. Cullen. 2018. Arsenal sponsored by... Rwanda? CNN. https://edition.cnn.com/2018/08/13/football/arsenal-rwanda-deal-premier-league-spt-intl/index.html. Accessed 9 Dec 2020.
Buckley-Zistel, S. 2006. Remembering to forget: Chosen s Rwanda. Africa Journal of the International African Institute 76 (2): 131–150.
CEO. 2015. Spin doctors to the autocrats: how European PR firms whitewash repressive regimes. https://corporateeurope.org/sites/default/files/20150120_spindoctors_mr.pdf. Accessed 9 Dec 2020.
Cieplak, P. 2017. Death, image, memory: the genocide in Rwanda and its aftermath in photography and documentary film. London: Palgrave Macmillan UK.
Cooper, A.F. 2008. Celebrity diplomacy. Colorado: Paradigm Publishers.
Cull, N. 2009. Public diplomacy: Lessons from the past. Los Angeles: Figuroa Press.
Daley, P. 2013. Rescuing African bodies: Celebrities, consumerism and neoliberal humanitarianism. Review of African political economy 40 (137): 375–393.
Dallaire, R. 2005. Shake hands with the devil: The failure of humanity in Rwanda. London: Arrow.
De Chernatony, L., and M. McDonald. 2003. Creating powerful brands: In consumer, service and industrial markets, 3rd ed. Oxford: Elsevier/Butterworth-Heinemann.
De Ryck, K. 2018. Hoe een van de armste landen ter wereld shirtsponsor wordt van Arsenal. Sport/Voetbalmagazine. https://sportmagazine.knack.be/sport/voetbal-internationaal/hoe-een-van-de-armste-landen-ter-wereld-shirtsponsor-wordt-van-arsenal/article-normal-1169309.html. Accessed 9 Dec 2020.
De Ryck, K. 2019. Rwanda serveert koffie bij PSG en scheldt op critici. Sport/Voetbalmagazine. https://sportmagazine.knack.be/sport/magazine/rwanda-serveert-koffie-bij-psg-en-scheldt-op-critici/article-normal-1541885.html. Accessed 9 Dec 2020.
Des Forges, A. 1999. Leave none to tell the story: Genocide in Rwanda. New York: Human Rights Watch.
Dinnie, K. 2008. Nation branding: Concepts, issues, practice. Oxfordshire: Routledge.
Fan, Y. 2008. Soft power: Power of attraction or confusion? Place Branding and Public Diplomacy 4 (2): 147–158.
France 24. 2019. Rwanda inks deal with PSG football club to promote tourism. https://www.france24.com/en/20191205-rwanda-france-psg-football-promote-tourism-arsenal-gorilla. Accessed 9 Dec 2020.
Friedrich, M., and T. Johnston. 2013. Beauty versus tragedy: thanatourism and the memorialisation of the 1994 Rwandan Genocide. Journal of Tourism and Cultural Change 11 (4): 302–320.
Gertner, D., and P. Kotler. 2004. How can a place correct a negative place image? Place Branding 1 (1): 50–57.
Gourevitch, P. 2000. We wish to inform you that tomorrow we will be killed with our families: Stories from Rwanda. London: Picador.
Government of Rwanda. 2011. Rwanda National Export Strategy (NES). http://www.minicom.gov.rw/fileadmin/minicom_publications/Strategies/National_Export_Strategy.pdf. Accessed 9 Dec 2020.
Gowing, N. 1998. Dispatches from disaster zones: New challenges and problems for information managers in complex emergencies: Ominous lessons learnt from the Great Lakes and Eastern Zaire in Late 1996 and early 1997. Conference Paper presented at the Dispatches from Disaster Zones conference in London, 1–76.
GRIPS Development Forum. 2014. Report on the Rwanda Mission. https://www.grips.ac.jp/forum-e/afgrowth/support_ethiopia/document/2014.08_RW_ET/RWreport_E.pdf. Accessed 9 Dec 2020.
Hankinson, G. 2004. Relational network brands: Towards a conceptual model of place brands. Journal of Vacation Marketing 10 (2): 109–121.
Hazleton, V., and L.W. Long. 1988. Concepts for public relations education, research, and practice: A communication point of view. Communication Studies 39 (2): 77–87.
Henley, J. 2007. Scar tissue. The Guardian. https://www.theguardian.com/world/2007/oct/31/rwanda.theatre. Accessed 9 Dec 2020.
Herstein, R., and E.D. Jaffe. 2008. The children’s city—The transition from a negative to a positive city image. Place Branding and Public Diplomacy 4 (1): 76–86.
Himbara, D. 2018a. RwandAir Bankrupting Rwanda. https://medium.com/@david.himbara_27884/rwandair-bankrupting-rwanda-db766fc603ac. Accessed 9 Dec 2020.
Himbara, D. 2018b. Kagame Built The Most Expensive Building In Africa. https://medium.com/@david.himbara_27884/kagame-built-the-mostexpensive-building-in-africa-758c30c6380f. Accessed 9 Dec 2020.
Hohenhaus, P. 2013. Commemorating and commodifying the Rwandan genocide: Memorial sites in a politically difficult context. In Dark tourism and place identity, ed. E. Frew and L. White, 142–155. Abingdon: Routledge.
Holmes, G. 2013. Women and war in Rwanda: Gender, media and the representation of genocide. London: Bloomsbury Publishing.
Holmes, G., and I. Buscaglia. 2019. Rebranding Rwanda’s peacekeeping identity during post-conflict transition. Rwanda Since 1994: Stories of Change 10: 104–124.
iGuide. 2017. iGuide Rwanda: An investment guide to Rwanda. https://www.theiguides.org/public-docs/guides/rwanda. Accessed 9 Dec 2020.
Illingworth, A. 2019. Visit Rwanda. https://www.annabelillingworth.com/portfolio-of-work/visit-rwanda. Accessed 9 Dec 2020.
Jones, M.O. 2017. Nation branding and celebrity diplomacy in Bahrain. Celebrity Studies 8 (2): 324–330.
Jørgensen, O.H. 2019. THE PRISON: From liability to asset in branding of the Danish city Horsens. In The Nordic wave in place branding: poetics, practices, politics, ed. C. Cassinger, A. Lucarelli, and S. Gyimothy, 124–138. Cheltenham: Edward Elgar Publishing.
Kaneva, N. 2011. Nation branding: Toward an agenda for critical research. International Journal of Communication 5: 117–141.
Karuhanga, J. 2014. Independence Day: Did Rwanda really gain independence on July 1, 1962? The New Times. https://www.newtimes.co.rw/news/independence-day-did-rwanda-really-gain-independence-july-1-1962. Accessed 9 Dec 2020.
Kotler, P., D.H. Haider, and I. Rein. 1993. Marketing places: Attracting investment, industry, and tourism to cities, states and nations. New York: Free Press.
Leff, C. 2019. Rwanda using team partnerships, not large scale events to rebrand on world stage. Sports Illustrated. https://www.si.com/johnwallstreet/sports-business/rwanda-psg-sponsorship. Accessed 9 Dec 2020.
Leppard, D. 2013. Blairite polish for tainted Rwanda. The Sunday Times. https://www.thetimes.co.uk/article/blairite-polish-for-tainted-rwanda-zg0jsfl063m. Accessed 9 Dec 2020.
Linden, I., and J. Linden. 1977. Church and revolution in Rwanda. Manchester: Manchester University Press.
Little, A. 2018. FOREIGN AID FARCE: Rwanda gets £64m UK aid—and gives £30m to Arsenal. Daily Express. https://www.express.co.uk/news/world/965981/arsenal-football-rwanda-30-million-uk-foreign-aid. Accessed 9 Dec 2020.
Louis, C. 2012. Concerned citizens and secret operatives? https://newdiplomatichistory.org/concerned-citizens-and-secret-operatives/. Accessed 9 Dec 2020.
Ministry of Finance and Economic Planning. 2000. Rwanda Vision 2020. https://www.greengrowthknowledge.org/sites/default/files/downloads/policydatabase/RWANDA)%20Rwanda%20Vision%202020.pdf. Accessed 9 Dec 2020.
Ministry of Trade and Industry. 2014. Rwanda embarks on ‘Made in Rwanda’ Brand. http://www.minicom.gov.rw/index.php?id=24&tx_ttnews%5Btt_news%5D=912&cHash=fc72f3dc09ab3c0c08a81faa2aee8b21. Accessed 9 Dec 2020.
Murray, S., and G.A. Pigman. 2014. Mapping the relationship between international sport and diplomacy. Sport in Society 17 (9): 1098–1118.
Mutanganshuro, L. 2019. I will recommend my friends to visit Rwanda—David Luiz. The New Times. https://www.newtimes.co.rw/latest-news/i-will-recommend-my-friends-visit-rwanda-david-luiz. Accessed 9 Dec 2020.
Mzezewa, T. 2019. How to rebrand a country. The New York Times. https://www.nytimes.com/2019/11/23/travel/rebrandng-croatia-colombia.html. Accessed 9 Dec 2020.
Naray, O. 2008. Commercial diplomacy: A conceptual overview. Paper presented at the 7th World Conference of TPOs, 1–16.
Newman, M., and O. Wright. 2011. Rwanda: How dare you accuse our client of genocide. The Independent. https://www.independent.co.uk/news/uk/politics/rwanda-how-dare-you-accuse-our-client-genocide-video-6273284.html. Accessed 9 Dec 2020.
Nielsen, H., and A. Spenceley. 2011. The success of tourism in Rwanda: Gorillas and more. In Yes Africa can: Success stories from a dynamic Continent, ed. P. Chuhan-Pole and M. Angwafo, 231–249. Washington DC: World Bank Publications.
Nye, J.S. 1990. Soft power. Foreign Policy 80: 153–171.
Nye, J.S. 2004. Soft Power: the means to success in world politics. New York: Public Affairs.
Peterson, J.E. 2006. Qatar and the world: Branding for a micro-state. The Middle East Journal 60 (4): 732–748.
PRovoke. 2011. The New Rwanda. https://www.provokemedia.com/latest/article/the-new-rwanda#sthash.dGehwe2u.dpuf. Accessed 9 Dec 2020.
Prunier, G. 1995. The Rwandan crisis: History of genocide. New York: Columbia University Press.
Raney, A.A., and J. Bryant. 2006. Handbook of sports and media. London: Routledge.
RDB. 2020a. About RDB: Vision and mission. https://rdb.rw/about-rdb/#vision-and-mission. Accessed 9 Dec 2020.
RDB. 2020b. About RDB: Overview. https://rdb.rw/about-rdb/#overview. Accessed 9 Dec 2020.
RDB. 2020c. ANNUAL REPORT 2019. https://rdb.rw/wp-content/uploads/2020/09/RDB-Annual-Report-2019.pdf. Accessed 31 Jan 2020.
Reuters. 2019. Rwanda signs deal with Paris St Germain to promote tourism. https://www.reuters.com/article/rwanda-tourism-soccer/rwanda-signs-deal-with-paris-st-germain-to-promote-tourism-idUSL8N28E2P3. Accessed 9 Dec 2020.
Rever, J. 2018. In praise of blood: The crimes of the Rwandan Patriotic front. Toronto: Penguin Random House Canada.
Reyntjens, F. 2018a. ‘Wanneer de armen de rijken sponsoren, over Arsenal en Rwanda’. Knack. https://www.knack.be/nieuws/wereld/wanneer-de-armen-de-rijken-sponsoren-over-arsenal-en-rwanda/article-opinion-1154839.html?cookie_check=1572087298. Accessed 9 Dec 2020.
Reyntjens, F. 2018b. When the poor sponsor the rich: Rwanda and Arsenal FC. The Conversation. https://theconversation.com/when-the-poor-sponsor-the-rich-rwanda-and-arsenal-fc-97330. Accessed 9 Dec 2020.
Reyntjens, F. 2019. The Rwandan Patriotic Front’s information and communication strategy. In Media and mass atrocity: The Rwanda genocide and beyond, ed. A. Thompson, 133–155. Ontario: Centre for International Governance Innovation.
RwandAir. 2019. RwandAir to fly to Tel Aviv. https://www.rwandair.com/media-center/news-press-releases/rwandair-to-fly-to-tel-aviv/. Accessed 9 Dec 2020.
Rwandan High Commission United Kingdom. 2018. High commissioner’s biography. https://rwandahc.org/the-high-commission/highcommissioners-biography/. Accessed 9 Dec 2020.
Sayare, S. 2012. Qatar is becoming a player in French sports. The New York Times. https://www.nytimes.com/2012/10/27/sports/soccer/with-paris-saint-germain-qatar-is-a-player-in-french-sports.html. Accessed 9 Dec 2020.
Sharpley, R., and I. Gahigana. 2014. Tourist experiences of genocide sites: The case of Rwanda. Turističko poslovanje 13: 61–78.
Smith, A.D. 2002. When is a nation? Geopolitics 7 (2): 5–32.
Smith, R. 2017. Rwandan Government appoints the PC Agency to ‘build the country’s brand’. PRWeek. https://www.prweek.com/article/1433497/rwandan-government-appoints-pcagency-build-countrys-brand. Accessed 9 Dec 2020.
Stone, P. 2006. A dark tourism spectrum; towards a typology of death and macabre related tourist sites, attractions and exhibitions. Tourism: An Interdisciplinary Journal 54 (2): 145–160.
Szondi, G. 2010. From image management to relationship building: A public relations approach to nation branding. Place Branding and Public Diplomacy. 6 (4): 333–343.
Szondi, G. 2008. Public diplomacy and nation branding: Conceptual similarities and differences. Discussion Papers in Diplomacy, 1–42.
Temporal, P. 2015. Branding for the public sector: Creating, building and managing brands people will value. New Jersey: Wiley.
The East African. 2015. Kigali steadily grows as a hub for meetings, conferences and exhibitions. https://www.theeastafrican.co.ke/magazine/Allroads-lead-to-Kigali-the-new-events-capital-of-East-Africa-/-/434746/2792616/-/item/0/-/7gqfysz/-/index.html. Accessed 9 Dec 2020.
The East African. 2018. A ‘special gift’ sells Rwanda. https://www.theeastafrican.co.ke/magazine/A-special-gift-sells-Rwanda/434746-4591216-16u3lvz/index.html. Accessed 9 Dec 2020.
The New Times. 2019. Arsenal defender David Luiz expected in Rwanda. https://www.newtimes.co.rw/sports/arsenal-defender-david-luiz-expected-rwanda. Accessed 9 Dec 2020.
The PC Agency. 2018. Visit Rwanda. https://www.pc.agency/case-study/rwanda-tourism-board/. Accessed 9 Dec 2020.
Thomson, S. 2018. Rwanda’s £30 million Arsenal sleeve. Africa Is a Country. https://africasacountry.com/2018/09/rwanda-on-a-sleeve. Accessed 9 Dec 2020.
Verhaegen, J. 2011. Rwanda Inc. Businessplan. Mondiaal Nieuws. https://www.mo.be/sites/default/files/JorisVerhaegen_RwandaInc_BusinessPlan.pdf. Accessed 9 Dec 2020.
York, G., and J. Rever. 2014. Assassination in Africa: Inside the plots to kill Rwanda’s dissidents. The Globe and Mail. https://www.theglobeandmail.com/world/article-assassination-in-africa-inside-the-plots-to-kill-rwandas-dissidents/. Accessed 9 Dec 2020.
Young, L.D. 2018. Celebrity Diplomacy. In The encyclopedia of diplomacy, pp 1–7, ed. G. Martel. New Jersey: Wiley.
Author information
Authors and Affiliations
Corresponding author
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
About this article
Cite this article
Voets, T.Y. “Visit Rwanda”: a well primed public relations campaign or a genuine attempt at improving the country’s image abroad?. Place Brand Public Dipl 19, 143–154 (2023). https://doi.org/10.1057/s41254-021-00206-6
Revised:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1057/s41254-021-00206-6