Governor Biodun Oyebanji used his keynote address at the Marketing Edge Awards to position Ekiti State as Nigeria’s new investment hub and a beacon of development.

Since assuming office, he has shifted the narrative of the state, carving a path marked by tangible achievements and bold programs that highlight his leadership as a game-changer.

Marketing Communications and Economic Growth

Speaking at the event, represented by his Chief of Staff, Adeniyi Adebayo, Governor Oyebanji emphasized the critical role of marketing communications in driving economic development.

He showcased Ekiti’s transformative infrastructure projects and investment opportunities while underscoring the power of strategic communication.

Drawing from his early career in banking, he acknowledged that clear and honest communication remains essential for connecting governance with the people.

Nigeria’s Advertising Market Outlook

Governor Oyebanji shared compelling statistics about the sector, noting that Nigeria’s advertising market was valued at ₦605.2 billion in 2023.

He projected this figure would rise to ₦893 billion by 2028, representing a CAGR of 18.7% since 2018.

He stressed that the actual numbers would be even higher when factoring in public relations, corporate sponsorships, social media influencing, and below-the-line marketing expenditures.

Communication as a Governance Tool

Reflecting on his administration’s strategy, the governor explained that effective communication shaped his governance approach.

He noted that his team prioritized community engagement and stakeholder relationship management over traditional media campaigns.

According to him, propaganda without tangible results cannot yield lasting impact.

 Infrastructure Revolution in Ekiti

Governor Oyebanji highlighted massive investments in infrastructure that aim to position Ekiti as an economic hub.

Central to this effort is the Ekiti International Agro-Allied Airport, which will support agricultural trade and tourism.

He revealed that the airport is ready for commercial operations after successful test flights.

His administration has also completed over 200 kilometers of rural roads and 131 kilometers of urban roads, including the Ekiti Ring Road Phase 1 and major township link roads.

Power Infrastructure Development

The governor addressed the challenge of electricity supply, stressing that no sustainable private sector growth can exist without reliable power.

His administration reconnected communities left without electricity for over a decade and invested in an Independent Power Project for government buildings.

He also established the Ekiti State Electricity Regulatory Bureau and initiated transmission infrastructure projects in partnership with SPIN.

Creating the Best Environment for Business

Governor Oyebanji celebrated Ekiti’s recognition as the best state in the Southwest for ease of doing business.

He attributed this to reforms in land services, enabling legislations, a friendly regulatory environment, and investment incentives.

Through the Ekiti Development and Investment Promotion Agency (EKDIPA), the state now operates a one-stop shop for investors, offering tax holidays, free business registration, and credit guarantees for agricultural investors.

Strategic Sectors for Growth

He identified agriculture, tourism, and the knowledge economy as priority sectors. Ekiti hosts Nigeria’s largest cassava farm and continues to attract leading agricultural players.

The state is also developing the Ekiti Knowledge Zone, a smart city designed for ICT, creative, and related industries, with initial funding of $8 million secured.

Tourism and the Creative Economy

Governor Oyebanji emphasized the state’s commitment to developing tourism through private-sector partnerships.

The Ikogosi Warm Spring Resort, now managed by Glocient Hospitality, has become a top destination.

Additionally, the state is constructing a world-class Centre for Arts and Culture, which will include a film village, crafts village, arts exhibition center, and cinema.

Call to Marketing Professionals

The governor extended gratitude to the marketing communications industry for its role in national growth.

He invited professionals to collaborate in positioning and promoting Ekiti to global audiences.

He also paid tribute to Chief John Ajayi, publisher of Marketing Edge Magazine, for building a resilient and respected industry platform.

Conclusion: Ekiti is Open for Business

Governor Oyebanji ended with a clear message: Ekiti is ready for business.

He urged investors to seize the opportunities across agriculture, tourism, and the knowledge economy, affirming that his administration is committed to building a sustainable and investment-friendly future for the state.