Brand-South Africa - Annual report 2015 - 2016

and south africa Annual Report 2015/2016
The analysis provides insights into the content, messaging and media relations, which are used to direct the impact and reach
of Brand South Africa’s message. Media reputation is influenced by a range of activities and events, and manifests as positive
or negative global media coverage.
South Africa’s reputation fluctuates. Sport, tourism and the environment impact positively on the country’s reputation;
however, an increasing challenge is the impact of the global economy on South Africa’s consistently strong banking and
financial sector and stories involving crime and intolerance.
During the reporting period, South Africa’s reputational score declined as a number of high interest stories reflected
poorly in international markets (see graph below). Coverage on FIFA’s bribery allegations against South Africa and analysis
of Moody’s decision to review the country’s credit rating were key negative drivers.
South Africa’s reputational score 2015/16
100%
In addition, Brand South Africa developed and placed thought
leadership pieces that were by-lined by various Brand South Africa
executives, trustees or third-party endorsers in a number of print
publications. These were also distributed to international markets and
posted on Brand South Africa’s online platforms. Thought leadership
pieces are powerful mechanisms to encourage pride, patriotism
and active citizenship amongst South Africans and to positively
position South Africa as a business destination amongst domestic
and international target audiences.
Digital and social media
Brand South Africa has a vibrant digital and social media programme,
which was carefully monitored during the year under review.
The content published on the websites was well received, and
improved numbers are anticipated after the launch of the new website.
60%
40%
0%
39%
Feb 2015
44%
Mar 2015
41%
37%
35%
Apr 2015
May 2015
Jun 2015
46%
45%
36%
Jul 2015
Aug 2015
Sep 2015
57%
43%
40%
Oct 2015
Nov 2015
Dec 2015
41%
36%
32%
Jan 2016
Feb 2016
Mar 2016
The sum total of website traffic for all Brand South Africa properties
saw an increase of 7% year-on-year; however, there is a drop in visits
to BrandSouthAfrica.com and Playyourpart.co.za
The graphics below depict these trends year-on-year.
Website statistics: all Brand South Africa entities
6 000 000
5 900 000
5 800 000
5 915 515
5 700 000
Some key media engagements during the year include:
• A successful stakeholder and media programme at the WEF Meeting on Africa in Cape Town
• The Team SA Programme at the Mining Indaba, which was supported by a strong media programme
• A successful stakeholder and media programme in partnership with the National Treasury and the Presidency at
the WEF’s Annual Meeting in Davos, Switzerland. WEF Davos was a critical platform to position South Africa as a
competitive destination for inward investment
• International media activities in the UK, USA, and BRIC, as discussed later in this report.
5 600 000
5 500 000
5 400 000
5 300 000
5 520 824
2014/15 2015/16
Visitors
58