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BRAND SOUTH AFRICA
Portfolio Committee on Tourism
National Assembly10 March 2020
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CONTENTS
Introduction to Brand South Africa
Nation Branding
Brand South Africa Platforms & Programmes
Highlights of Brand South Africa Initiatives
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BRAND SOUTH AFRICA AT A GLANCE
OUR PURPOSE To lead with domestic and global marketing initiative of
our Country, thus in directly contributing towards job
creation, economy growth, poverty alleviation and social
cohesion WHAT WE DOThe official agency established to market
South Africa and manage its Nation Brand
reputation
HOW WE DO ITBy implementing proactive and
coordinated marketing, reputation and
communication strategies
BRAND PROMISE Inspiring new and different ways
OUR STAKEHOLDER TRUTHBrand South Africa a necessary partner
OUR POINT OF VIEWSouth Africa is an admired destination viable
for business, tourism and to study
OUR VALUE PROPOSITION Nation Brand marketing expertise
Nation Brand reputation
BRAND SOUTH AFRICA’S
PROPERTIES AND PRODUCTSPlay Your Part initiative
South African Competitiveness Forum (SACF)
Nation Brand Forum
Global South Africans
Reputation programme (Team SA)
WHY WE DO ITTo improve South Africa’s image and
global competitiveness
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BRAND SOUTH AFRICA – WHO WE ARE
Brand South Africa was established in August 2002 to help create a positive and compelling
brand image for South Africa.
The official marketing and reputation management agency for South Africa.
Tasked with positioning South Africa as a competitive destination of inward investment,
trade, skills, tourism, etc.
The message of South Africa’s competitiveness must be anchored in facts and borne out by the
reality experienced by our audiences.
Manage our Nation Brand reputation to contribute to South Africa’s global competitiveness
Inspire and instil active citizenship amongst South Africans
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BRAND SOUTH AFRICA’S PRESENCE
Beijing, China
JHB, South Africa
London, UK
New York, USA
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BRAND SOUTH AFRICA’S REACH THUS FAR
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Public Relations
Advertorials
Opinion Pieces
Thought Leadership
Articles
Advertising
Digital Platform
and Social Media
Pro-active
MARKETING
Pro-active
COMMUNICATION
REPUTATION
MANAGEMENT
AN INTEGRATED MULTI-CHANNEL COMMUNICATION APPROACH
WORKING WITH VARIOUS STAKEHOLDERS
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WHAT IS A NATION BRAND?
A Nation Brand is the ‘history, heritage,
stories, values, culture and vision, that when
put together provide a country with a common
sense of identity, purpose and NATIONAL
PRIDE.
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THE ANHOLT - GFK ROPER NATION BRAND HEXAGON
Culture &
heritage
People
Exports
Governance
Tourism
Investment &
Immigration
Commercial and cultural products
and sporting prowess
Skills and
openness
Investment potential and
attractiveness to outsiders
Level of
satisfaction with
country’s
products and
services
Competency fair
governance,
human rights,
international
contribution
Potential
attractiveness
and economic
contribution
A Nation Brand is the
sum of people’s
perceptions of a country
across six core areas
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COUNTRIES ENGAGE IN NATION BRANDING TO:
Attract tourists
Stimulate inward investment and boost exports
To improve the standard and quality of life for their citizens
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10 October 2019
THEME: “Reviving South Africa’s Nation
Brand identity and narrative”
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Where
•UrbanTree, Sandton
How
• Inspire South Africans to find collaborative ways in telling a cohesive narrative about the country
•Panel discussion
•One-on-one TV, print, online & radio interviews
•Social media influencers
•Pledges by stakeholders
Reach
•Combined audience reach of 15 127 452
•Kaya FM; Afropolitan Magazine; NewzRoom Afrika; CGTN; Smile FM; Mail & Guardian; Ubuntu FM; Place Brand Observer
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NATION BRAND FORUM 2019
NBF 19 Panellists
Minister Mthembu delivering remarks
Pre-event social media posts by influencers
Brand SA feature on
PlaceBrandObserver.com
Nation Branding support pledge by JSE
representative
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PLACE BRAND OBSERVER MEDIA PARTNERSHIP
Post the Nation Brand Forum,
the partnership with Place
Brand Observer continues in
2020
Featuring South African
sustainable tourism
champions whose success and
actions make them “brand
ambassadors” of a modern,
innovative and sustainability-
savvy South Africa; a country
which is attractive for
international talent and
investors.
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BRAND SOUTH AFRICA MASTER CLASS
To empower key stakeholders with the intricacies of handling a nation brand
Everyone has a part to play in making our country a complete and
competitive nation
The Master Class is about building a nation brand that at its core is unified
through its diversity
Desired outcome: Buy-in into the nation brand and country vision
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TO EFFECT A UNIFYING BRAND IDEA
OUR BRAND ALIGNMENT GOAL
ONE COUNTRY
ONE VISION
ONE BRAND
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NATION BRAND
PROVINCIAL
CITIES/MUNICIPALITIES
OFFERING
ALIGNED/ ONE VOICE
BRAND
ARCHITECTURE
HOW TO ACHIEVE IT …
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INTERNATIONAL: CITY & PROVINCIAL
The Nation Brand logo to lead all internationally brand representation
Provincial and City logos co-branding is represented within the Nation Brand logo
PROVINCIAL LOGOS CITY LOGOS
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GLIMPSE OF HOW WE LOOK
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BRAND SOUTH AFRICA’S BRAND ALIGNMENT TOOLKIT
www.brandsouthafrica.com
ONE COUNTRY
ONE VISION
ONE BRAND
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CEO’S KNOW CAMPAIGN – SA TOURISM CEO TESTIMONIAL
In order to compete effectively,
every nation needs to be known for
something.
Every brand is shaped and
influenced by perceptions and it is
imperative that South Africa is kept
at a top of mind brand awareness in
select markets.
CEOs Know campaign sought to
enhance Nation Brand awareness,
image and reputation through
promotion of the brand utilising
international platforms.
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COUNTRY AV / TVC
Showcasing South Africa to a global
audience.
Providing the AV to stakeholders
who address audiences
internationally.
GLOBAL SOUTH AFRICANS
PROGRAMME
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• Aim: To strengthen Nation Brand advocacy amongst South Africans living abroad
• Format: Activations at SA-themed events hosted internationally, informal SA-themed events (Heritage
Day braai, quiz), more formal engagements with SA business or academics based in market
• Web-based GSA Networking Platform to be launched in Q3 FY 2019/20
• To date, Brand South Africa has implemented GSA activations in the countries below:
GhanaNigeria
Singapore
Head Office
Country Offices
UK
France
China
Australia
UAE
New Zealand
Madagascar
USA
THE GLOBAL SOUTH AFRICANS PROGRAMME
Germany
Qatar
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GLOBAL SOUTH AFRICANS (GSA)
• Aimed at enlisting the talent, experience
and credibility of South Africans living
abroad to build the Nation Brand
internationally
• South Africans living abroad are often the
first point of contact for people overseas
whose judgements have a profound impact
on the fortunes of our country
• GSAs can show the world what South
Africans are made of, why we are worth
investing in and partnering with and how we
can help find creative solutions to the
world’s problems
• GSAs can influence tourism decisions within
their networks abroad
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GLOBAL SOUTH AFRICANS – HOSTED IN PERTH
Women's T20 Cricket World Cup
COLLABORATIONS WITH DIRCO
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Support for Team SA delegation in Brasilia (Comms & Digital)
Support for Cocktail Reception for H.E. President Cyril Ramaphosa and
African Heads of Mission accredited to Brazil on margins of 11th BRICS
Summit
Support for BRICS Business Council engagements during BRICS
Partnership with BRICS Institute to host post-BRICS Summit event:
“Doing Business in Brazil” (led by Research, upcoming)
BRAZIL – 11TH BRICS SUMMIT 2019
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3
0
New Development Bank President, Mr. K.V.
Kamath addressing attendees at BRICS
Business Council Breakfast
(top from left) Mr. Fadl Nacerodien (Minister
Plenipotentiary), Mrs. Mashimbiye and
Ambassador Mashimbiye welcoming President
Ramaphosa
Guests listening to Keynote by President
Ramaphosa at Reception, 13 November 2019
PROMOTING COUNTRY REPUTATION IN BRAZIL & AT BRICS 2019
TOURISM: STAKEHOLDER
RELATIONS INITIATIVES
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AFRICA TRAVEL INDABA
May 2019
Brand South Africa collaborated with the National Department of Tourism and South Africa Tourism at the Africa
Travel Indaba – the largest tourism marketing events on the African calendar that showcases the widest variety of
Africa's best tourism products and attracts international buyers and media from across the world.
This strategic platform enabled Brand SA to profile and utilise the Tourism sector features of the country to elevate
South Africa’s reputation.
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TOURISM MONTH COLLABORATION
September 2019
Brand South Africa, the National Department of
Tourism, South African Tourism and Kwa-Zulu
Natal Tourism Agency, collaborated on the
delivery of the Tourism month programme, led by
the Minister of Tourism.
The programme illustrated the role of local
Tourism as a contributor to the local economy
and job creation, as well as profiling features
that promote the competitiveness of the nation
brand in tourism, hospitality and heritage.
The execution of this programme was in the
format of a series of activities, supported by a
Play Your Part Ambassador tour.
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EASTERN CAPE TOURISM, ROAD SAFETY AND CHARITY TOUR
OCTOBER / NOVEMBER 2019
• Brand South Africa collaborated with a Eastern Cape Tourism and host of other government, business and civil
society stakeholders in efforts to showcase the provincial tourism potential. The EC SUV tour was a multi
stakeholder tour that began with fundraising activities in Port Elizabeth, proceeded to two community stopovers
and ended in Coffee Bay with an outdoor activity showcase.
• Brand South Africa elevated the role of active citizenship in fostering the responsible behaviour of road users
with an understanding of the impact of negative road safety profile on the Nation Brand.
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LIMPOPO TOURISM, HERITAGE AND INVESTMENT TOUR
DECEMBER 2019
Brand South Africa and Limpopo Tourism Agency curated and collaborated on a three-day tour that profiled and
showcased the Limpopo province as an attractive destination for Tourism, lifestyle and adventure. Furthermore, the
tour showcased investment features and export potential of the province.
The tour group comprised of a group of lifestyle and travel bloggers as well as media representatives and on -air
talent from Gagasi FM, together with a delegation from Brand South Africa and Limpopo Tourism.
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UNITED CITIES & LOCAL
GOVERNMENT WORLD
CONGRESS
Airport TV (play AV)
TOURISM: GLOBAL MARKETS
INITIATIVES
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“DISCOVER SOUTH AFRICA” OPEN DAY
SEPTEMBER 2019
Brand South Africa supported and co-hosted the Dis-cover South Africa Open Day with the South African Embassy and South African
Tourism. This was 4th instalment of the annual “Discover South Africa” Open Day, and the event was hosted on the Embassy premises,
with products from locally based importers of South African products exhibited.
The event attracted over 2000 guests in a period of two days. Products such as rooibos, rooibos ice-cream, wines and boerewors were
exhibited by over 20 exhibitors, whilst the event also encompassed celebration of South Africa’s heritage month, with Eli Zaelo (Tshe-
gofatso Mhlongo) as South African musician based in Hong Kong performing as part of the programme.
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CELEBRATING TOURISM MONTH IN QATAR
SEPTEMBER 2019
Brand South Africa partnered with the SA Embassy in Qatar
and South African Tourism on the 19th of September 2019 to
implement a Tourism Trade Workshop and a closed sessions
with heads of destination marketing organisations.
The first session was a closed event attended by 20 CEOs and
HODs of Destination Marketing Organisations (DMOs) , whilst
the second session was the main Tourism Trade Workshop with
the whole Qatari Tourism Trade value chain.
The Tourism Trade Workshop was aimed at educating the
Qatari Tourism Value Chain about South Africa’s tourism
offerings , whilst also strengthen relations with relevant
private sector and public sector institutions.
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MEET SOUTH AFRICA - UK
#MeetSouthAfrica is a Concept that was developed by Brand South
Africa in the United Kingdom , borrowing the slogan from South
African Tourism , however expanding it to be a ‘meeting place’ for
Global South Africans and Friends of South Africa in the UK.
- Through #MeetSouthAfrica, Brand South Africa works with all the
South African entities in the UK in order to provide a single platform
through which people can hear about South Africa.
- Based on the South African concept of IMBIZO (gatherings) Brand
South Africa does a Roadshow wherein it meets the people where
they are ( in their cities around the UK) instead of always inviting
people to go to the capital, London.
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MEET SOUTH AFRICA CRICKET TEAM
Brand South Africa collaborates with South African Tourism
in the UK to promote South African Sports & Culture
- When the South African Cricket Team was in England for the
ICC Champions , Brand South Africa and SA Tourism hosted
South African and UK Cricket Fans
- They were hosted at the South African High Commission (
Embassy) as a way of making it a way-away-from home and
for the UK citizens to experience South African hospitality so
that they would be encourage to visit South Africa for the
‘real’ experience.
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MANDELA CENTENARY
Brand South Africa worked in Partnership with South African
Tourism in the UK to celebrate the Centenary of Nelson Mandela
.
- Brand South Africa UK office proposed the idea of an intimate
dinner of 27 Influential people to celebrate Nelson Mandela’s
journey from a food perspective, thereby showcasing South Africa’s
food offering to the UK Market and to mark his 27 years in prison
- Another dinner would be 100 to mark 100 years of Madiba.
- The suggestion was to bring Nelson Mandela’s personal chef , South
African ( Xoliswa Ndoyiya) to the United Kingdom accompanied by
Anna Trapido (British)to collaborate in telling the story of Mandela’s
Favourite Food. Xoliswa and Anna are the co-authors of the book
Ukutya Kwasekhaya (Food from Home). This encouraged
collaboration between United Kingdom and South Africa .
In the picture : UK Country Head, Pumela Salela, Wife to Christo Brand,
Estelle, Mandela’s Chef, Xoliswa Ndoyiya, Mandela’s prison guard, Christo
Brand, CEO of Nelson Mandela Foundation; Sello Hatang, Dr Anna Trapido ,
Author of Nelson Mandela’s Hunger for Freedom , Otti Mabuse – BBC Strictly
Come Dancing, Tolene van der Merwe, South African Tourism
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A TASTE OF SOUTH AFRICA
‘A Taste of South Africa – A celebration of Nelson Mandela’ to
mark the Mandela Centenary in the UK ( 12 June + 13 June
2018)
- The South African government declared 2018 the Year of
Nelson Mandela. The year 2018 marked 100 years since the
birth of Madiba and was commemorated under the theme: “Be
the legacy.’
- “The celebration was a major milestone in the incredible story
of Nelson Mandela and our nation’s journey”
- Brand South Africa worked with South African Tourism in the UK
to mark the Centenary of Nelson Mandela
- This assisted us in positioning South Africa from a culinary
perspective which is a major part of the Tourism experience.
Panel Discussion held at South Africa House in Trafalgar Square
in the UK, facilitated by Brand South Africa UK Country Head, Ms
Pumela Salela.Panel consists of Xoliswa Ndoyiya, Sello Hatang ,
Dr Anna Trapido and Christo Brand
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MEET SOUTH AFRICA
Brand South Africa in partnership with South African Tourism
invited stakeholders to a day of about the South African
Value proposition and encouraging South Africans abroad to
Fly the Flag for South Africa and by selling the country for
Tourism purposes amongst their UK friends.
- Global South Africans are encouraged to the Brand
Ambassadors for South Africa and to promote the country for
business , trade and tourism.
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CELEBRATE SOUTH AFRICA
– Brand South Africa takes a
#TeamSouthAfrica approach when it
promotes South Africa in the United
Kingdom
- South African Tourism is included as part of
‘South Africa Inc’ so that we go to market
with one messaging
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UNITED STATES – AFROPUNK ATLANTA ACTIVATION
● Brand South Africa, in collaboration with Black & Abroad,
and Joburg Tourism Authority joined forces for dynamic
and impactful activation which engaged hundreds of
AfroPunk Atlanta attendees.
● Brand South Africa’s role:
– co-activate the RoadToSouthAfrica promotional
space
– providing branding
– hosting of information sessions and panels which
covered an array of topics from traveling as a
Woman, to Mental Colonialism.
– promote content that sells South African and Gauteng
experiences.
● The message driving Team South Africa’s presence on the
ground was ‘all roads lead to South Africa-Joburg’
UPCOMING ACTIVITIES
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WORLD FOOTBALL SUMMIT 2020, DURBAN
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@brand_Sa
@PlayYourPartSA
Brand South Africa / Play Your Part
www.brandsouthafrica.com
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