SA Tourism launches UK brand
Zibonele Ntuli
11 August 2004
SA Tourism has launched a new brand in Britain to market South Africa as a preferred tourist destination.
The launch took place at the South African High Commission on Trafalgar Square in London on Tuesday.
Speaking at the launch, SA Tourism chief executive Cheryl Carolus said her organisation has been working hard to define and refine its marketing and communications plans.
"The launch of the brand demonstrates the experiences South Africa has to offer in terms of real wonder, fusion and beat, awesome sensory experience, humanity and freedom," Carolus said.
She said the new brand was the result of more than a year's planning and collective strategic input.
The brand focuses on the valued diversity of South Africans and viewpoints that fuel the discovery of solutions that collectively are greater and more special than the sum of the individual parts.
"It is a fusion that sparks creativity and the discovery of new,
different and better ways of doing things," she said.
She added that the brand also embraces the positive, optimistic nature of South Africa, the desire to please and the belief that anything can be done. It relates specifically to the South African brand of hospitality, which has a "genuine heart and is warm, welcoming, generous and inclusive".
She said South Africa was on the brink of an era of great opportunity and unsurpassed growth.
"It is in this spirit that we are launching our new brand at the High Commission, an icon of the British people's support of our resistance against the previous era," she said.
SA Tourism's acting portfolio manager for the United Kingdom and America, Chantal Cuddumbey, said the decision was to "sell" South Africa to the "traveller" as opposed to the "tourist".
"We believe these are the types of people who would be more enthusiastic about reconnecting with what we offer, a truly authentic experience that allows
people to expand their world through immersing themselves in the ultimate country of exploration," said Cuddumbey.
To enhance tourism's role as one of South Africa's top five leading economic growth sectors, Cuddumbey said the intention was to communicate that in South Africa nothing was impossible.
General Manager for South African Tourism in the UK Nolwazi Mdluli said there is commitment to pursue the goals of transformation and empowerment through sound marketing strategies.
"Looking forward together we intend to prove to the world that South Africa is indeed a country of miracles, an energetic, vibrant and colourful host whose 'can do' attitude surprises, inspires and uplifts," she said.
Source: BuaNews
| 
