Call to all South Africans to fly the flag, wear a football shirt, blow your vuvuzela and sing out the National Anthem on 11th June 2009.
Thursday 11th June 2009 at 16h00 marks one year to the kick-off of the FIFA 2010 Soccer World Cup – it’s time for ignition! In a symbolic demonstration of national unity and pride, Brand South Africa calls on all South Africans to wear a football jersey (preferably a Bafana Bafana one) or a yellow shirt, on the day and fly the South African flag. And at exactly 16h00, to blow a vuvuzela and sing the National Anthem.
A five-minute count-down will begin at 15h55 on radio stations across the country, to cue all citizens, wherever they are, to sing Nkosi Sikelele Afrika at 16h00. The intention behind this nation-wide activation is for South Africa to celebrate one year to kick-off, and to serve as a point of ignition for the tournament. “It is also an act of national pride in, and support to our country as Africa’s first host of this prestigious tournament,” says Paul Bannister, International Marketing Council of South Africa’s Chief Executive.
“With the Bulls Super 14 victory fresh in our minds, the IPL cricketing extravaganza successfully behind us, the British and Irish Lions clash in play and the Confederations Cup literally only hours away, South Africa’s sports buzz is infectious,” says Bannister.
There is however a subtle but vital difference between being a good host and a great one. “The magic underpinning being great lies in our people, who are able to provide event viewers and visitors with the contagious, edge-of-your-seat buzz and a taste of the competitive spirit to come whilst making them feel truly “at home” in South Africa,” he says.
It is up to us all to rally together, as South Africans. “We encourage every South African, whether you are in Johannesburg, Cape Town, Sydney, Toronto or London to join us as we mark an important milestone in our Nation’s history,” concludes Bannister. “This is an easy and fun way for us to let the world know that we are lighting the touch paper for the 2010 World Cup .”
About the International Marketing of South Africa (Brand South Africa)
The International Marketing Council of South Africa was established in August 2002 to help create a positive and compelling brand image for South Africa. At that time, the world was unsure about what to think of South Africa, with many different messages being sent out by various sources. This did very little to build the country’s brand and it was evident that to attract tourism and investment there was a need to co-ordinate marketing initiatives to make them more effective. This led to the creation of the IMC, whose main objective is the marketing of South Africa through the Brand South Africa campaign. There are many benefits to having a consolidated brand image, with the most important being that a consistent Brand South Africa message creates strategic advantages in terms of trade and tourism for the country in an increasingly competitive marketplace.
For further information:
Director: Stakeholder Relations
International Marketing Council of South Africa
Tel: +27 11 483 0122
Yolande De Nysschen
MS&L Worldwide | South Africa
Tel: +27 11 235 4300