John van der Ruit | WhaleTales Blog by Chris von Ulmenstein

After many years of marketing South Africa with the senseless slogan ‘Alive with Possibility’, followed by the short-lived ‘More than you can imagine’, which had to be canned as it had been used by various other countries/cities/brands, our country has a new slogan: “South Africa: Inspiring New Ways”, which was approved by the Cabinet earlier this week.

Brand South Africa CEO Miller Matola said: “It’s a challenge to all South Africans, from business, government and civil society, to build on our reputation for inspiration and innovation”. The organisation conducted market research to test which one of five finalist slogans was most suitable, having consulted widely to create the slogan short list.

The organisation responsible for marketing South Africa, previously called the International Marketing Council, has itself been rebranded as Brand South Africa, and has a new CEO. The company ‘lobbies and networks extensively among global opinion leaders to shift perceptions about the country and the continent’. With TIME magazine Brand South Africa brought global business leaders to the World Economic Forum at Davos, to debate the role of Africa in global transformation. Similarly, during the Mining Indaba held in Cape Town last month, Brand South Africa partnered with the Financial Times of London, to debate the future of mining in Africa. International journalists are brought to South Africa, to connect with local government officials and business executives, to experience our local life and culture, and to learn about technological developments.

Although the new slogan has just been approved, Brand South Africa is patting itself on the back for its success already, in having moved up one place to 36th of 50 country names measured by Anholt-Gfk Roper Nielsen on tourism, culture, people, exports, governance, and investment/immigration, ‘confirming the steady improvement in the country’s reputation’! Majola is quoted as saying that his organisation’s focus is ‘on positioning the country more as a business destination and an attractive emerging market on the African continent’.

One must seriously question the slogan and what impact, if any, it will have on the marketing of South Africa by SA Tourism. Our country appears to be developing a series of meaningless marketing slogans, no doubt developed by a branding agency at great cost to taxpayers!

POSTSCRIPT 9/7: Details of the new International Marketing Council TV commercial, flighted last week for the first time to launch the slogan ‘Inspiring New Ways’, have been made available by Bizcommunity.com. The TV commercial features better and lesser known South Africans that have ‘Inspired New Ways’: ‘Yvonne Chaka Chaka, Baby Jake Matlala, Natalie du Toit, Trevor Noah, Lucas Radebe, Brian Mitchell, Greg Minaar, Trevor Rabin, John van der Ruit, Shaun Thomson, David Tlale and Khotso Mokoena and lesser known ones who have also defied the odds to become top achievers in their fields – such as Toya Delazy, Colin Thornton, Oyama Matomela, Andile Dube, Andy Higgins, Tebogo Skwambane, Nhkensani Nkosi, Emile Engel, Simon Ratcliffe, Zibusizo Mkhwanazi and Fatima Vawda’.

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

The fourth Franschhoek Literary Festival, taking place next weekend, has built up such a loyal following that it has virtually booked out the accommodation and restaurants in Franschhoek, a most welcome boost for the hospitality industry, given the quietest May ever experienced.

Author Christopher Hope is the Festival Director, and initiated the Festival Literary Festival, supported by organisers Jenny Hobbs and Sheenagh Tyler, as a “street party for writers and readers from across the country, and around the world.” This is his last Festival as Director, Hope has announced.

A part of the proceeds of the Franschhoek Literary Festival goes to the Library Fund, and R 415 000 has been raised to date, allowing the organisers and attendees to achieve the objective of “the people shall read”, by buying books for libraries.

The Festival kicks off with the theme that Franschhoek has become famous for – gourmet food. Donald Paul will talk to authors of food books Myrna Robbins (“Franschhoek Food”) and Marlene van der Westhuizen (“Sumptuous”), and Mark Dendy-Young, owner of La Petite Ferme, under the heading”The Chefs Who Played with Fire”.

Other well-known writers who will talk at the Literary Festival are Antje Krog (‘Begging to be Black’), Aher Arap Bol (‘The Lost Boy’), Deon Meyer (‘Thirteen Hours’), John van der Ruit (‘Spud’), Rian Malan (‘Resident Alien’), Pieter Haasbroek (‘Kruispunt’), Damon Galgut (‘In a Strange Room’), Ivan Vladislavic (‘Flashback), Marita van der Vyver (‘Gourmet Rhapsody’), Christopher Hope (‘A Separate Development’), Jonathan Shapiro (cartoonist Zapiro), and Margie Orford (‘Daddy’s Girl’).

Alongside the Franschhoek Literary Festival will run the Autumn Music Festival, co-ordinated by talented classical pianist Christopher Duigan. On Saturday 15 May Duigan plays two performances “celebrating Chopin”, honouring the composer’s 200th birthday anniversary, at 11h00 and at 18h00, both in the NG Church on the main road. A Gala Opera evening will be hosted at Cafe Bon Bon, and costs R320 for a four-course meal, welcome drink, and music by soprano Bronwen Forbay. Duigan plays “Music for a Sunday morning” on 16 May at the NG Church at 11h30, while Federico Freschi will sing Autumn Songs that afternoon at 15h30 at Cafe Bon Bon.

Franschhoek Literary Festival, Franschhoek, 14 – 16 May. Tickets should be booked via www.webtickets.co.za. Autumn Music Festival, 15 – 16 May – bookings for the Cafe Bon Bon concerts at tel 021 876-3936, tickets at the door (R80) for the NG Church concerts.

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