In view of the high competition among organisations in the market place, the Senior Special Assistant (SSA) to Bayelsa State Governor on Tourism, Mr. Piriye Kiyaramo has tasked indigenous companies to use local celebrities as brand images to promote their businesses.
Mr. Kiyaramo who made the call when he received a group, known as “Team Jennie Goldie”, a support base for Bayelsa State representative in the ongoing Miss Africa Golden Nigeria Beauty Pageant in Lagos, Queen Jennifer Goldie, observed that successful organizations use celebrities to endorse their brands.
While commending Queen Jennifer Goldie for her feat, the SSA apealed to fellow Ijaws to rally round “our own in the ongoing Miss Africa Golden Nigeria contest by voting for her to come home with the crown” which comes with the Golden Crown, Hyundai Accent, one year free accomodation plus one year salary from Prime Court, $1000, bonus gifts from sponsors, a brand ambassador of sponsors and international pageant endorsement.
Speaking further on the economic value of celebrities, Mr. Kiyaramo said in the present era of information explosion and media influence through advertisement placements, celebrities have important role to play in organizations to create better brand images in the minds of prospective consumers.
The governor’s aide noted that engaging more of local celebrities in product advertisement would go a long way in enhancing the value of their brand image in the minds of customers as well as portraying the state positively, saying that celebrity-brand image persuades consumers in their purchase decision-making.
He explained that a celebrity is a person who has a prominent profile and commands a great degree of public fascination and influence in day-to-day media, commonly denoted as a person with fame and fortune, such as the beauty queens, reiterating that celebrities advertorials have a way of influencing purchase attitudes of consumers.
Mr. Kiyaramo said “a brand image is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers”, informing that a brand is a product or service which dimensions differentiate it in some ways from other products or services, designed to satisfy the same need.
Earlier, Secretary-General of Bayelsa Comrade family/Executive Organizing Secretary, PPI, Rt Hon. Comr. Timila Austin Ayekite, had made a former presentation of Team Jennie Goldie to the SSA, while appealing to Bayelsans and the Ijaw nation to vote for Queen Jennifer Goldie in the ongoing Miss Africa Golden Nigeria Beauty Pageant Lagos.
Also speaking, leader of Team Jennie Goldie, Comrade Moses Bidei said Queen Jennifer Goldie, a caterer and final year student of Federal University Otueke, hails from Okpoama town in Brass local government area.
Comrade Bidei who appealed to all well meaning persons in Ijaw nation to vote for Miss Jennifer Goldie in the pageant to enable her win the contest, explained that Miss Goldie started her modelling career while in school where she contested and won Miss ABES 2019 and Miss VIP Nigeria Beauty pageant 2020, before entering the Miss Africa Golden Nigeria Beauty pageant where she is representing Bayelsa state in Lagos.
Other members of the Team Jennie Goldie include, Goodluck Godgift,Timi Carter and Sophia Goldie.