CITIZENS COMPASS— CNN International Commercial (CNNIC) and the Uganda Tourism Board are partnering for a new branded content campaign The Pearl Awaits, which went live this week, highlighting
Uganda as a premier travel destination. The multiplatform campaign will spotlight Uganda’s position as a leading destination for adventure, culture, and nature.
The campaign is produced by CNNIC’s branded content studio Create, which celebrates its 20th anniversary this year. Leveraging the CNN Create team’s award-winning storytelling, the content will illustrate Uganda as a must-visit destination for modern travellers seeking authentic, immersive experiences. A combination of premium branded content including articles, video, and social-first content highlights the country’s diverse landscapes, vibrant culture, and unique wildlife.
At the heart of The Pearl Awaits is a rich, emotionally grounded storytelling approach that brings Uganda’s identity to life. On a journey of discovery rooted in his Ugandan heritage, George The Poet moves through Uganda’s sweeping scenery and extraordinary wildlife, allowing place and experience to guide his words. His spoken-word narration unfolds as a personal ode to the country, responding directly to the environment itself and revealing a contemporary portrait shaped by feeling, memory, and connection.
Working closely with CNN Create, the renowned spoken-word artist has crafted a poetic narrative and immersive soundscape that acts as his personal guide to Uganda. The films capture a journey of rediscovery and celebration, brought to life through bespoke and visually captivating design. These films will run in both 60 and 30 second formats and air across CNN International and CNN US.
CNN Create will also produce branded digital articles, acting as practical travel guides for CNN’s audience to discover the real and raw beauty of Uganda. Drawing on the themes Wildlife and Scenery’, ‘Water and Adventure’, and ‘Primates’, each narrative will take readers on tailored adventures around the country. The content will be distributed across CNN International’s digital platforms to reach key travel audiences worldwide.
“This campaign is an exciting opportunity to bring Uganda’s story closer to CNN’s global audience of explorers and travel enthusiasts”, said John Malone, Chief Creative Officer,
Create. “Combining powerful, authentic storytelling and strategic digital distribution, the team at CNN Create meets people where they are with stories that aim to inspire and engage, showcasing the richness and diversity that make Uganda truly unique.”
“There is something profoundly special about Uganda that is difficult to capture in itineraries alone. Uganda offers travellers a rare diversity of experiences within a single destination. Yet what leaves the greatest impression on many visitors is the warmth of our people and the authenticity of the connections they make along the way. The Pearl Awaits campaign on CNN will provide the opportunity to invite travellers to explore the Uganda we know and inspire more people to discover a destination that is unforgettable,” said Juliana Kagwa, CEO, Uganda Tourism Board.
