Tag Archives: International Marketing Council

R 2 billion World Cup coverage for brand “South Africa”

The value of the coverage for brand “South Africa” could exceed R 2 billion in the 30 day period of the 2010 World Cup, writes respected marketing consultant and writer Chris Moerdyk, reports bizcommunity.com.

Moerdyk calculated the brand exposure value as follows: for each of the 64 matches the broadcasters have to allow FIFA 14 minutes of airtime, of which the soccer body has promised 2 minutes will go to marketing South Africa.  With 28 billion cumulative viewers expected to watch the soccer tournament around the world, according to FIFA, the value of South Africa’s exposure is R 1,5 billion.  In addition, the 30 minute opening and closing ceremonies, newspaper and magazine coverage, TV coverage in the form of pre-World Cup documentaries on BBC, SkyNews, CNN, and ZDF, as well as the soccer players and their fans posting comments on Facebook and Twitter, will add at least a further R 500 million in value.  Brazilian soccer star Kaka wrote on Twitter “Just arrived in South Africa … Amazing atmosphere!!”, a country endorsement said to be “priceless” in value.

Moerdyk quotes other figures by highly regarded local media planners Dick Reed and Heiner Kuehnel, who question FIFA’s optimistic TV viewership figures for the World Cup, saying only 125 million soccer fans will watch each match, giving a total cumulative TV audience of 8 billion, an advertising TV exposure value of R 800 million, and therefore a reduced total exposure value of R1,3 billion.

Whichever calculation method is used to estimate the TV viewership, even the lower value of exposure will exceed any marketing budget S A Tourism or the International Marketing Council will have ever spent on marketing brand “South Africa”.

It is interesting to note that locals are becoming vocal on Twitter in criticising SkyNews for its negative reporting about South Africa.  The TV channel has been happy to accept S A Tourism’s advertising budget for the past year, and will state that its editorial independence is separate to its advertising income!

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com

Shaka Zulu restaurant in London to showcase South Africa

The new restaurant Shaka Zulu, scheduled to open in London in April, is to play an important role in marketing South Africa, and in promoting tourism to the country, says Paul Bannister, CEO of the International Marketing Council, a body tasked with marketing South Africa internationally, reports the Weekend Argus.

The new restaurant is being developed to the value of R 66 million in Camden Market, London, as a nightclub, a restaurant, a cocktail lounge and an African theatre. It can seat 750 patrons, and will feature a water-garden and crystal leopards.     Patrons will be able to eat South African food, and taste South Africa’s best beers and wines.   Savanna cider is expected to be one of the brands stocked, given its popularity in the U.K.

At the entrance to the venue a display cabinet will show off South African products, including Zulu artwork.   King Goodwill Zwelithini, head of the Zulu tribe, has endorsed the project.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com

SA marketing is cooking!

The marketing of South Africa has been taken to new heights, literally and figuratively, with a team of chefs representing South Africa at the World Economic Forum in Davos, Switzerland, cooking a special meal for 2 500 guests to promote the country last Saturday, reports the Sunday Times.

Led by Sunday Times Chef of the Year 2009, Henrico Grobbelaar from Vergelegen, a team of nine chefs prepared the R 3 million dinner, which was sponsored by Anglo American CEO Cynthia Carroll and was the brainchild of the International Marketing Council of South Africa, a body tasked to build a positive profile for South Africa.

The 46-dish buffet included puthu pap, biltong, mealies, samp, waterblommetjies, Karoo lamb belly stuffed with dried fruit, game bobotie tartlets, springbok ravioli, Durban prawn curry, peppercorn-crusted crocodile(!), melktert, koeksisters, malva pudding, Cape Brandy pudding, rooibos-infused creme brulee  and macadamia cake made with mealie meal.   The drinks served included Vergelegen wines, mampoer, and inkomazi.

Entertainment was provided by Freshlyground, Jimmy Dludlu, The Afrotenors, Sibongile Mngoma, and the Standard Bank Young Artists Jazz Quartet.   The work of nine South African artists was on display as well.

The South African delegation at Davos included President Jakob Zuma, Maria Ramos and Trevor Manuel. President Zuma addressed the summit to reassure the delegates about South Africa’s ability to host the World Cup later this year.

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com