The International Marketing Council (IMC) was established in August 2000 to create a positive and united image for South Africa.
IMC PROFILE
The International Marketing Council of South Africa was brought into being in August 2000 upon the realisation that it was absolutely imperative to create a positive and compelling brand image for South Africa.
At the time, there were many messages entering the international arena. The messages were as varied as the source and, quite obviously, did very little for solid brand building.
It was evident that a great need existed for a body able to co-ordinate the marketing initiatives in order to maximise their efficiency.
The IMC's main objective is the marketing of South Africa through the Brand South Africa campaign.
Although there are many benefits to having a consolidated brand image, they all come down to one single benefit: A consistent Brand South Africa image will create a strategic advantage for our country in an increasingly competitive marketplace.
VISION AND MANDATE
The International Marketing Council is a schedule 3a public entity mandated to position South Africa as one of the highly considered, non-traditional markets in terms of world trade, investment and tourism by 2010.
The IMC's mission is three-pronged:
To establish a brand for South Africa (Brand South Africa), which positions the country in terms of its investment and credit worthiness, exports, tourism and international relations objectives. * To establish an integrated approach within government and the private sector towards the international marketing of South Africa.
To build national support for the brand within South Africa itself. To achieve this, the IMC enlists the cooperation of government departments, public entities, the private sector and the non-governmental organisations.
Our mandate is extensive and covers an enveloping approach to the marketing of Brand South Africa:
Delivering one image of South Africa through a clear, co-ordinated effort will amount to billions of Rands worth of brand building messaging reaching across the globe.
To provide context and balance in the news and approach the press proactively rather than reactively.
Focusing efforts on Tourism, Trade and Investment. These three areas have tremendous potential for job creation. By encouraging the creation of employment, we strive to curb poverty.
The IMC is constantly seizing new and creative opportunities to market South Africa. In this enterprising spirit, we have built on our original platform and further defined ourselves as an enabler to:
Encourage patriotism and national pride. Marketing South Africa internationally is futile without the support of the South African people. It is extremely important to align South Africans and provide them with positive information about our country's abundant successes.
Leverage initiatives: We want to make sure that we perform at our peak when the eyes of the world are focused on us. As South Africa regularly plays host to significant worldwide events, it is crucial that we utilise them to full extent.
Provide leadership and a birds-eye-view. In support of this, the IMC has assisted some of South Africa's major cities with their branding.
Share research and create strategic frameworks and tools with all institutions wishing to coordinate their marketing efforts.
THE BRAND SOUTH AFRICA DIFFERENTIATOR
After much deliberation which took into account our Benefits, The Reasons to Believe and our Values and Personality, the following differentiator was developed:
South Africa, a country at the southern tip of Africa, inspires the world to a new way of doing things, because our unique combinations create refreshing possibilities.
THE BRAND SOUTH AFRICA ESSENCE
Having taken everything into consideration, there was only one possible essence for our country. Today, this essence is becoming instilled in the hearts and minds of South Africans. So much so, that it was voted the 2004 pay-off line of the year by South Africa's pre-eminent AD FOCUS: South Africa Alive with Possibility
IMC STAFF
Moeketsi Mosola: Acting-CEO
Moeletsi Mabuku: Chief Financial Officer
E-mail:
Paul Mackenzie: Chief Operations Officer
E-mail:
Margaret Dingalo: Stakeholder Relations Director
E-mail:
Sophie Masipa: Marketing Contact
E-mail:
Tyronne Seale, Head: Communication Resource Centre
E-mail:
Phone: (012) 366-1900
In the United Kingdom:
John Battersby
Old Mutual Place, 2 Lambeth Hill, London EC4V, 4GG.
United Kingdom
Tel: 44-207-002-7114
Fax: 44-207-002-7143
E-mail:
In the USA:
Simon Barber
58 South Main Street, Keedysville, Maryland, 21756
USA
Tel: 091-202-276-5084
Fax: 091-301-432 2878
E-mail:
In India:
Govin Reddy
3rd Floor, Sterling Centre
Dr Annie Besant Rd, Worli
Mumbai 400 018
Tel\Fax : 91 22 66612838
Mobile : 99 67 411 755
Email:
This document entitled South Africa Today was prepared by the International Marketing Council in mid-January 2008 as a briefing document for a South African delegation to the World Economic Forum in Davos.
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