24 October, 2017 - 07:09
Brand South Africa and its marketing partner, FCB Africa, have achieved finalist status in the 2017 City Nation Place Awards, an international competition benchmarking and celebrating best practice in place branding vision.
The competition attracts entries from place marketing boards, mayoral teams, tourism promotion agencies, foreign direct investors (FDIs) and economic development boards, and the communication consultancies who are working with them.
Places as diverse as Chile, Eindhoven, Tel Aviv, Toronto, Malapolska, Argyll & the Isles and South Africa have made this year's finalist list.
Competing in the Best Expression of Place Identity Through Design category, the Brand South Africa/FCB Africa team go up against Interbrand (which entered Courmayeur), Eindhoven 365 (which entered Eindhoven), Visit Jackson (for Jackson) and Binsfled-Vidalegloesener (for Luxembourg).
Brand South Africa is the country's official marketing agency, responsible for building the country's reputation, proactively marketing the country as investment destination, promoting exports, and improving its global competitiveness.
According to its General Manager for Marketing, Sithembile Ntombela, the campaign achieving finalist status was conceptualised and rolled out to deliver one core message: South Africa is an attractive, viable, world-class investment destination for investors, traders and tourists. And it's open for business'.
The political and economic instability of the past decade had negatively impacted on investment in developing economies, she said.
This, coupled with perceived instability in the country, the herd behaviour of investors and low familiarity with South Africa as investment destination, increased the risk that South Africa could lose its competitive edge in Africa. In addition, our Nation Brand' - as expressed by Brand South Africa - could be impacted negatively.
Combatting this was the challenge posed to FCB Africa's strategic and creative teams. The resultant campaign demonstrated South Africa's foreign investment environment, key attractiveness features, and the extent to which the policy environment provides protection for investment.
The strategy developed by FCB Africa in partnership with Brand South Africa, was informed by key themes in the country's National Development Plan 2030 and leveraged its 2000-year history of business, juxtaposing this with that of other developing countries.
It also showcased the country's business and investment Big 5': a developed economy, good governance, a strong industrial base, world-class infrastructure, and innovation - all elements that international investors look for when considering foreign investment destinations
We anchored our creative strategy and execution of the campaign in a heritage site: Mapungubwe, an ancient African civilization where evidence is found of trade with India and other countries in pre-colonial history, explained General Manager at FCB Africa with oversight of the Brand South Africa account, Mariaan van Kaam.
Our film season is here. Are you ready?
And Action!
With this truly African context as its base, the 360 campaign then showcased contemporary South Africa, its economic and socio-cultural diversity, and the fact that the country offers major opportunities for FDI growth, and links to the Pan-African market.
Key international forums targeted by the campaign included the DAVOS meeting in January 2017, and the World Economic Forum on Africa hosted in Durban, South Africa, in May 2017.
The campaign has proven itself to be robust, resilient, inspiring, multi-faceted and able to stand its ground against competitor nation brands. And it has already delivered impressive results, added Van Kaam.
For example, the 2017 EY Africa Attractiveness Survey finds that South Africa attracts the bulk of FDI, and is the most attractive investment destination in Africa with 20.6% of FDI to Africa coming to the South African market.
Furthermore, Reptrak (Reputation House) found that South Africa's Overall Nation Brand Reputation Index in 2017 moved up 4 places from its 2016 ranking, while the country's perception among the G8 has improved year-on-year, scoring 55.1 in 2017 compared to 49.2 in 2016.
These and other improvements in South Africa's standing as an investment, business and tourist destination have made all the work and effort worthwhile. But we're also delighted with Brand South Africa's finalist status as it affirms the partnership's world-class status, concluded Ntombela.
Winners of the City Nation Place Awards will be announced the City Nation Place Global Forum, which will take place in London on 9 November 2017 and is the annual meeting place for senior executives responsible for building, developing and communicating place brands around the world.
Cape Town, entered by Cape Town Tourism, is a finalist in the Best Citizen Engagement category.
ends
Links:
City Nation Place Awards - http://www.citynationplace.com/awards
City Nation Place Global Forum - http://www.citynationplace.com/global
Commercials
Africa South Africa
Petra 0833031778
Most recent headlines
04/08/2024
Dalet, a leading technology and service provider for media-rich organizations, is excited to announce Santiago Solanas as its new Chief Executive Officer (CEO)....
03/06/2024
Dalet, a leading technology and service provider for media-rich organizations, a...
29/04/2024
29 04 2024 - Media release Screen Australia announces James J. Robinson's debut feature First Light
First Light
Principal Photography is underway on Firs...
29/04/2024
Capitol Broadcasting recently became the inaugural company honored with inductio...
28/04/2024
Mediahaus delivers the first SRT live-streaming sports production over 5G with U...
27/04/2024
On April 26, L3Harris Chair and CEO Christopher E. Kubasik joined CNBC's Mor...
27/04/2024
PORTLAND, Oregon Audinate Group Limited, the developer of the Dante AV-over-IP solution, announced significant new additions to Dante Connect, its cloud-based D...
27/04/2024
TORONTO Bell Media has launched 10 English and French-language FAST channels featuring entertainment, factual, news, and sports programming. The new free stream...
27/04/2024
An extensive new analysis of the news segments in the broadcast evening news programs of ABC, CBS, NBC and PBS has found that broadcasters devoted most of their...
27/04/2024
GERMANTOWN, Md. EchoStar's Hughes Network Systems has opened a new manufacturing facility and private 5G incubation center in Germantown, Maryland....
27/04/2024
Harry Pappas, one of three brothers who founded Pappas Telecasting Companies in 1971, died April 24. He was 78 years old....
27/04/2024
ATLANTA and LONDON Mexican telecommunications and broadcast company Televisa has selected Synamedia for an overhaul of its broadcast distribution....
27/04/2024
Participate in the Survey - The Impact of AI on Media and the Creative Industry
Pascal Wagner April 26, 2024
0 Comments
By participating in this surve...
27/04/2024
SDVI Rally Access Workstation Earns Two Top Awards at 2024 NAB Show
Brie Clayton April 26, 2024
0 Comments
SDVI, the leading platform provider for clo...
27/04/2024
Berklee's Music and Health Institute Launches Community Health Musician Cert...
27/04/2024
Charter Communications reported higher first-quarter profits despite continued cord-cutting and competition for broadband customers....
27/04/2024
Two environmentally-focused groups are partnering to engage the unscripted TV world in finding better ways to address climate change. Reality of Change is an ec...
27/04/2024
Sarah Garcia has been promoted to weekend anchor at KTLM McAllen, Texas, known as Telemundo 40. Starting April 27, she will anchor Noticias Telemundo 40 weekend...
27/04/2024
CBS Sports said it launched a new 24-hour free, ad supported streaming television (FAST) channel devoted to the UEFA Champions League....
27/04/2024
Comcast chairman and CEO Brian Roberts received $35.4 million in compensation in 2023, up 11% from the previous year, according to a proxy statement filed by th...
27/04/2024
Art Happens Here With John Lithgow, which sees the actor study dance, ceramics, silk-screen printing and vocal jazz with students in Los Angeles, debuts on PBS ...
27/04/2024
Remember Leave It to Beaver? Bewitched? Dragnet? When cable ratings were rising?...
27/04/2024
Next up for the weekend binge at Catchy Comedy is Gomer Pyle, U.S.M.C. Every weekend, Catchy Comedy features The Catchy Binge, a marathon of a classic sitcom....
26/04/2024
Sundance Film Festival CDMX 2024 kicks-off today with screenings in 5 theaters in Mexico City and the opening-night film, FRIDA, directed by Carla Guti rrez...
26/04/2024
[Editor's Note: This interview is part of a larger feature about the women d...
26/04/2024
Once again this year, SGL Carbon opened its doors to interested children and young people. On the occasion of the German Girls and Boys Day, which took place on...
26/04/2024
Orders1 of $5.5 billion; book-to-bill of 1.06x
Revenue of $5.2 billion, up 17%,...
26/04/2024
Five Considerations For Communications Modernization In The 21st Century
In the digital-enabled battlespace, the Joint Force needs to shoot, move and communica...
26/04/2024
CBS Sports has launched Champions League as a new, 24-hour streaming channel that will serve as the year-round destination for nonstop highlights of the UEFA ...
26/04/2024
Despite tough competition in the streaming space, Roku reported solid results in Q1 2024, beating revenue expectations, with total net revenue up 19% YoY to $88...
26/04/2024
LONDON AND TORONTO Pinewood Toronto Studios has appointed Sarah Farrell as general manager of the Studios in downtown Toronto....
26/04/2024
Quantum to Offer Advanced Filesharing Technology and Performance in StorNext and...
26/04/2024
FilmLight Colour Awards welcomes 2024 entries and introduces new Emerging Talen...
26/04/2024
Picture Shop Announces Chris Evans as Head of Unscripted
Brie Clayton April 26, 2024
0 Comments
Picture Shop announced Chris Evans will lead Unscripte...
26/04/2024
Participate in a Survey - The Impact of AI on Media and the Creative Industry
Pascal Wagner April 26, 2024
0 Comments
By participating in this survey,...
26/04/2024
Toy maker Mattel said it is working with Samsung to launch its first free ad-supported streaming television (FAST) channels later this year....
26/04/2024
Trusted Media Brands (TMB) said it named Marty Moe as president....
26/04/2024
Ron Howard is the director on Jim Henson Idea Man, a documentary that premieres on Disney Plus May 31. Henson of course created Kermit the Frog, Miss Piggy, Big...
26/04/2024
The ice continues to melt under the regional sports network business as the Seattle Kraken of the National Hockey League have made a long-term deal to broadcast...
26/04/2024
Heading into the upfronts, Warner Bros. Discovery said it launched Olli, a first-party data platform advertiser can use for converged, targeted advertising camp...
26/04/2024
CBS has renewed the drama The Equalizer, which will see season five on in 2024-2025. Queen Latifah stars....
26/04/2024
The CW has entered into an exclusive multiyear broadcast partnership for the Miss USA Pageant and the Miss Teen USA Pageant. The 73rd Miss USA Pageant will air ...
26/04/2024
Fuse Media isn't mincing words in a campaign urging its young viewers to register and participate in the 2024 elections....
26/04/2024
Dead Boy Detectives, a series from Neil Gaiman about a detective agency staffed by ghosts, debuts on Netflix April 25. George Rexstrew and Jayden Revri are in t...
26/04/2024
The Story Collective has gradually repurposed the former Mortlake Brewery to include production offices, workshops and sound stages
By Matthew Corrigan
Publi...
26/04/2024
Perkett joins the company following a 25 year career in product management, product marketing, engineering and user experience (UX) across multiple industries
...
26/04/2024
Teradek, the industry leader in wireless video transmitters and receivers, announced today the launch of new Bolt 6 LT 750 and Bolt 6 Monitor Module 750 RX with...
26/04/2024
NEW YORK Amagi has appointed Richard Perkett chief product officer (CPO)....
26/04/2024
WASHINGTON, D.C. The National Association of Broadcasters (NAB) has announced the results of the 2024 NAB Radio and Television Board of Directors elections. The...
24 October, 2017 - 07:09 
