BrandSouthAfrica.com

The primary objective of the International Marketing Council of South Africa is to develop and implement a pro-active marketing and communication strategy for South Africa, and to promote South Africa - Alive with Possibility!.

In order to develop a strong brand positioning, we investigated existing research and interviewed over 25 000 people in South africa and around the world. Specialist focus groups were held with targeted groups of stakeholders across the social, political, media and business spectra. In this way, we uncovered the true essence of South Africa - Alive with Possibility!

Alive with Possibility is about our collective confidence as people, and our fervent belief that tomorrow can be, and should be, better than yesterday. This is the spirit set to mesmerise visitors and potential investors in our country, and the spirit that landed South Africa the position of host of the 2010 FIFA World Cup™.

With the world's eyes on South Africa in the run up to the 2010 FIFA World Cup, the IMC and its partners aim to increase familiarity and knowledge of South Africa as a viable business and tourism destination.

The IMC’s government partners include the departments of Trade and Industry (DTI), Environmental Affairs and Tourism (DEAT), Foreign Affairs (DFA), and Home Affairs (DHA), as well as the Government Communication and Information System (GCIS).

Other partners include the 2010 LOC and SA Tourism.

International Marketing and Mobilisation

The IMC's international campaigns focus on the needs of investors in South Africa, exporters, and global South Africans.

For investors, the IMC aims to increase familiarity and knowledge of South Africa as a viable, world class and profitable business destination in targeted international trade, investment & tourism markets in line with the DTI's, DFA's and SA Tourism’s (SAT) strategies. Targeted countries include China, India, US, UK/EU, UAE, Brazil and Russia.

Targeted advertising campaigns, through broadcast, print and online media, and other traditional marketing techniques will be used to raise awareness of all that South Africa offers the international investor.

Investment missions are undertaken to target countries, where investors and the media are engaged with the Brand South Africa messaging.

Export missions promote South Africa's export industries (clusters) in line with Trade and Industry South Africa’s (TISA) export strategy.

Global South Africans are influential, well-placed South Africans abroad. The IMC aims to mobilise the Global South African network behind a program of investment recruitment, skills identification, mentoring, skills transfer, study exchange and work experience initiatives. This is seen as an extension of the marketing initiatives in the host countries.

The IMC also engages with the global media, through projects such as MediaClubSouthAfrica and the Council's sponsorship of the International Media Forum.

Domestic Mobilisation

Domestically, our aim is to build and sustain national pride and patriotism. This is being achieved through a number of projects, such as the Movement 4 Good, the Brand Champion Programme and southafrica.info. Subscribe to the SouthAfrica.info newsletter Get SouthAfrica.info on your mobile