Jurni tourism data hub 

Brand creation* and nomenclature

Jurni, previously known as the National Tourism Visitor Information System (NTVIS), is an initiative which aims to enhance and empower the South African tourism industry through advanced technology and expertise, together with key stakeholders in South Africa’s tourism sector. 

This initiative is committed to:
- Providing a booking tool and business application that’ll accelerate visibility within a global market for small and medium hospitality enterprises
- Providing access to a data hub that’ll equip businesses with improved insights that can inform business strategies and decision-making
- Mining data and investing in AI (Artificial Intelligence) to create seamless, savvy and transparent systems that’ll assist with improving traveller experiences
- Providing an information rich app with location tailored recommendations of places to visit along a travellers’ route using geolocation functionality

The first challenge was to rename NTVIS as it was an acronym that describes the initiative and wasn’t suitable as a consumer-facing name. I developed the brand name ‘Jurni’, inspired by the initiative’s vision to connect travellers with destinations. The word Jurni implies exploration, voyages of discovery and freedom of movement from one place to another.  

The second challenge establish a tone of voice that represents the unique essence of Jurni being an enabler for travellers as well as hospitality, keeping in mind technology, transformation and tourism as key considerations.

I positioned Jurni as: The smart travel companion.