As preparations heat up for the 2025 edition of Carnival Calabar, Africa's largest street party and one of the top five carnivals worldwide, Okhma Global, the official marketing and brand management agency appointed by the Cross River State Government, hosted an influential investment workshop aimed at corporate leaders.
Held at the prestigious Lagos Oriental Hotel, the event brought together representatives from over 70 prominent brands spanning sectors such as banking, FMCG, telecommunications, oil and gas, aviation, hospitality, and entertainment. These key industry players gathered to explore strategic partnerships and brand visibility opportunities within the internationally renowned festival.
During the session, Mary Ephraim-Egbas, Managing Director of Okhma, presented a compelling, data-driven pitch, outlining how brands can tap into Carnival Calabar’s extensive reach. The carnival is expected to attract nearly two million physical attendees and an additional 200 million viewers across Africa and the diaspora through a combination of media coverage and digital streaming.
“It has been a deeply rewarding engagement,” Ephraim-Egbas commented. “Over the years, we have received numerous inquiries from organisations keen to understand how they can best participate in and benefit from Carnival Calabar. This session has provided a vital platform to answer those questions and address any misconceptions about the carnival’s strategic value to brands.”
Ephraim-Egbas highlighted that the 20th edition of Carnival Calabar, set to take place in December 2025, will mark a significant milestone. Under the leadership of Governor Prince Bassey Edet Otu, the carnival has undergone major revitalisation, receiving unparalleled executive backing to restore its position as a premier destination for culture, tourism, and brand engagement.
“Governor Otu’s commitment has repositioned the carnival for growth, innovation, and renewed global interest,” she added. “The level of interest shown at this workshop by both established and new brands proves the market recognises the festival’s revived potential.”
The event concluded with enthusiastic brand executives eager to engage in future collaborations. Many participants submitted formal expressions of interest, signalling their readiness to collaborate further with Okhma and the Cross River State Government on tailored brand activations for the December event.
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