Lucas Radebe | 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 Minister of Tourism, Marthinus van Schalkwyk, yesterday launched a Brand Messaging Book for Tourism, in preparation for the 2010 World Cup.

The Brand Messaging Book, a mouthful of a brand name which could have been more polished, was prepared by S A Tourism for South Africans who come into contact with foreign visitors for the World Cup, to ensure that they ‘sing off the same songsheet’ when they discuss the country, and to make them “confident brand ambassadors for South Africa” says BuaNews.

The BuaNews (government news agency) media release describes the country as follows: “South Africa is the adventure capital of the world, offering visitors scenic beauty, magnificent outdoors, sunny climate, and cultural diversity – all of which have made it a popular leisure travel destination.” The claim to be the “adventure capital of the world” seems inappropriate and unsubstantiated by the rest of the description provided, as well as relative to previous marketing messages about South Africa.

“Destination messages” are detailed in the Brand Messaging Book for core target markets, e.g. the global travel trade, consumers, and event organisers. It also contains “inspirational messages”; beautiful photographs; ideas; information to counter “negative perceptions and realities” about safety, malaria and visas; recipes; and facts and figures about South Africa.

The Brand Messaging Book for Tourism can be ordered from itspossible@southafrica.net

At the same function Minister van Schalkwyk announced that soccer star, ex Bafana Bafana captain and Leeds United player Lucas Radebe has been appointed the S A 2010 Ambassador to the world. Radebe will work with S A Tourism “to help deliver destination messages and to help grow interest in South Africa globally, not only as host of the FIFA spectacular, but also as a holiday destination.” says acting S A Tourism CEO Didi Moyle, as reported by Engineering News. “He has the stature and the global credibility this role demands. He is exceptionally well travelled globally, but his heart lies here in South Africa. He loves our destination and our people. He is a champion of South Africa’s ability to successfully host the World Cup.”

Whale Cottage Portfolio: www.whalecottage.com