the dti Supports
The IMC
the dti has been involved in the establishment of the
International Marketing Council (IMC), whose mandate is to spearhead
the conceptualisation and implementation of the Brand SA project.
This project represents a strategic approach to the creation of a
new South African identity. Many other countries have successfully
undertaken this challenge before, but if implemented successfully
in South Africa, it will create a unique identity for the country
a mere decade after sweeping political and economic changes.
The International Marketing Council is a public-private sector
partnership to develop and sustain meaningful cooperation between
organisations involved in marketing South Africa.
Members of the Council act as ambassadors for South Africa, advise
the Cabinet Committee on International Relations and provide the IMC
operational team with strategic guidance. The operating team of the
Council focuses on the integration of major current efforts to market
South Africa.
Brand South Africa
Anticipated for popular exposure by late 2002, the Brand South Africa
project encompasses a process to envision a single-minded South African
idea - a unique brand - to underpin the work of the Council and its
partners.
The project's greatest challenge - and potential strength - lies in
the fact that, once achieved, the South African brand is envisaged to
be delivered by all the Council's partners in investment, trade,
tourism and international relations, giving it broad national and
international reach.
Enhance the climate
The Council emphasises ongoing relationship building and campaign
integration among the investment, tourism and trade organisations
in South Africa. The IMC is working together with the dti to
create a positive environment to increase domestic and foreign
investment levels and boost South African exports.
The Council's primary focus is on positively enhancing perceptions
about South Africa and managing the country's reputation wherever
these sectors are concerned. Visit the
website for more information.
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