• The primary objective of the Trust is to develop and implement a pro-active and

coordinated international marketing and communications strategy for South

Africa. In order to achieve the primary objective must: -

– Develop a South Africa brand identity that will advance South Africa’s

objectives for investment, trade, tourism and international relations.

– Seek to build national support for the brand in South Africa.

– Seek the involvement and cooperation of various government departments,

public entities, private sector and non governmental sector in achieving this

objective.

– Seek to build awareness and image for the brand in other countries.

OUR MANDATE

PAST AND PRESENTPAST AND PRESENT

WHERE WE ARE AND WHERE WE COME

FROM

WHERE WE ARE AND WHERE WE COME

FROM

Develop brand Identity…

Seek national support & co-operation…

Build awarenes ....in other countries

Country brand Identity

• Tourism Expression

• Business expression

Domestic marketing & mobilization

Integrated Communications Plan (Advertising & PR) Advocacy & Mobilization

Status

DONE

DONE

WIP

ONGOING

WIP

We are here

Marketing Resources…

Web Portal (www. South Africa.info)

Communication Resource Centre

Information Resource Centre

Key Highlights

• Consultation with

over 25 000 people.• Pay off line of the year

FM ADFOCUS 2004

• 337 TV spots and just

under 10 000 radio spots• Ripple Effect/ Mood shift

• Traffic to the web portal

grew 10 fold since

launch (from 67 000 to

695 000 in March 2004.)

• Brand Mission to the USA.

WIP

THE ROAD AHEADTHE ROAD AHEAD

WHERE WE ARE HEADEDWHERE WE ARE HEADED

THE ROAD AHEAD

• Continue with domestic marketing & mobilization

– Advertising – Tell the stories

– PR – Amplify the stories & get others to tell them on

our behalf

– Mobilization

• Intensify global marketing

GLOBAL MARKETING FRAMEWORK

THOUGHT LEADER

PROGRAM

THOUGHT LEADER

PROGRAM

OUTREACH

PROGRAM

OUTREACH

PROGRAM

BRANDAMBASSADOR

PROGRAM

BRANDAMBASSADOR

PROGRAM

TACTICAL TACTICAL

ADVERTISINGADVERTISING

TACTICAL TACTICAL

ADVERTISINGADVERTISINGWORD OF MOUTH

INNOVATIVE PR

WEB PORTAL

COUNTRY MANAGERSCOMMUNICATIONRESOURCE

CENTER

INFORMATIONRESOURCE

CENTER

KEY ELEMENT

Pique curiosity/generate

interest & draw to the web portal for rich info/experience

Pique curiosity/generate

interest & draw to the web portal for rich info/experience

Advertising &

Communication

Advertising &

Communication

•London Taxis•Print (Fortune &

Economist

•London Taxis•Print (Fortune &

Economist

Begin by recruiting at

least five in the USA &

the UK.

Begin by recruiting at

least five in the USA &

the UK.

ROLE

Thought Leader

Program

Thought Leader

Program

• Get leaders of public opinion and decision makers to

gain first hand experience

• Get leaders of public opinion and decision makers to

gain first hand experience

Create a Wow! I did not know that South Africa has this much to offer feeling by bringing them to South Africa

Create a Wow! I did not know that South Africa has this much to offer feeling by bringing them to South Africa

Ambassador ProgramAmbassador Program

Create a feeling/impression that people I trust and look

up to believe SA is “bustling with fresh

prospects, options …

Create a feeling/impression that people I trust and look

up to believe SA is “bustling with fresh

prospects, options …

Outreach ProgramOutreach Program

•Brand Missions•Direct Mailing•E-Marketing

•Brand Missions•Direct Mailing•E-Marketing

Share the South African story or introduce it.

Share the South African story or introduce it.

BRIEF EXPLANATION