Brand South Africa CEO encourages citizens to tell the South African story


Johannesburg, 26 September 2013 – Brand South Africa CEO Miller Matola, interacting with journalists from African media houses currently on a media tour profiling infrastructure projects in South Africa, reiterated that South African citizens must shape the narrative of the story we want told about our country.

Referring to the South African story of the successful triumph over a brutal and repressive system and a country that is working towards a sustainable future through the implementation of the National Development Plan, Mr Matola said, “We must shape this narrative. We must be the proof points for the messages we carry because there is a very positive and compelling image of what South Africa is about.” We cannot allow our story to be determined by others.

Discussing South Africa’s priorities and efforts to manage the country’s reputation – domestically and internationally – the CEO reiterated that all social partners must work together to change the South Africa narrative and through consistent efforts, South Africa would be able to improve on its competitive indices. As a competitive nation able to attract, amongst others, skills and foreign direct investment, we will be able to deliver on the promise of a tomorrow that is better than today.

Speaking specifically about South Africa’s infrastructure priorities, Mr Matola said that, “South Africa has a huge infrastructure build programme,” that is contributing towards the implementation NEPAD priorities to improve infrastructure within the continent. This committee of NEPAD is headed by President Jacob Zuma. The Cape to Cairo Corridor can only become a reality if all countries work together to make the vision of our forefathers a reality. Improved infrastructure will also lead to greater intra-African trade which will inevitably translate into a better life for all Africans. In this way, South Africa can contribute positively the building the continent’s brand factor.

The media tour moves to Durban later today where journalists will experience the Dube Trade Port, Durban Harbour and Container Terminal on Friday 27 September 2013. Journalists will also visit the Moses Mabhida Stadium before concluding their tour.

Mr Matola was joined by the Head of Research Dr Petrus de Kock, Brand South Africa’s Programme Manager for Africa and the Middle East and the Head of Communications at the Department of Police, Zweli Mnisi.

About Brand South Africa

Brand South Africa is the official marketing agency of South Africa, with a mandate to build the country’s brand reputation, in order to improve its global competitiveness abroad. Its aim is also to build pride and patriotism among South Africans, in order to contribute to social cohesion and nation brand ambassadorship.

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