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IMC lifts SA's brand profile

  1. Posted on Wednesday 23 December 2009 - 09:00
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    South Africa’s International Marketing Council has used the World Cup as an opportunity to showcase the country abroad, spending over R59-million (¤7.7-million) on advertising during the past financial year

    The IMC, which is tasked with promoting a favourable brand of South Africa, spent almost half the money on international campaigns.

    According to the Presidency, the IMC spent R28.6-million on international advertising campaigns and R30.6-million on local media. International advertising was focussed on the United States, Europe, India, China and Hong Kong.

    The Government Communication and Information System (GCIS) said that the IMC has made use of television, print, online and outdoor advertising, targeting each country differently.

    By far the most money was spent on adverts in India (R8.6-million) and China (R5.7-million). The council also spent R6.6-million during the World Economic Forum in Switzerland.

    The council made more use of online media in the UK and Europe than elsewhere, spending R5-million on CNN online, CNBC online, and the Sky News website. London taxis were also branded to promote South Africa.

    The GCIS confirmed that the IMC ran adverts on news stations CNN and Bloomberg as well as on a blog encouraging business leaders to invest in South Africa at a cost of R2.5-million.

    IMC acting chief executive Paul Bannister believes the advertising has helped South Africa lift its brand profile.

    “Positive brand awareness scores increased in 2009 against 2007 in the UK, Brazil, India and the US,” Bannister said.

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