Brand-South Africa - Annual report 2015 - 2016

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and south africa Annual Report 2015/2016 Delegates attending the Africa Day Celebration at Auckland Park Africa on the continent and encourage more conversation to assist in telling a positive narrative about South Africa and the rest of the continent. The power of the creative arts gives reach, impact and influence to wider audiences. Brand South Africa’s media engagement reached other parts of the continent, thus providing brand presence beyond the six countries. For example, during the activation in Lagos (July 2015) the return on investment in terms of public relations and advertisement value equivalent amounted to R2 119 663 and R706 550, respectively. The social media reach was 1 344 353 and TV/radio viewership/listenership was more than 200 million (CCTV coverage reaches the whole continent). Similar patterns in other markets were observed over the period under review. Brand South Africa continued to engage critical stakeholders in South Africa who have a bearing on the organisation’s Africa Programme. African Diaspora Forum is one such stakeholder. Brand South Africa participated in the forum’s 5 th Annual Pan African Ambassadors Award held on Heritage Day in 2015. Feedback loop sessions with critical stakeholders (including the Department of International Relations and Cooperation [DIRCO] Africa Branch management team) were held to allow for in-depth understanding of the work that Brand South Africa is doing in the continent. This is important to achieve coherence in telling a positive narrative about South Africa. In partnership with the Human Sciences Research Council (HSRC) and others, Brand South Africa co-hosted the Africa Unity for Renaissance Conference which culminated in the Africa Day dialogue held on 25 May 2015. The AURC is a conference of African scholars, academics and researchers who discuss the most appropriate ideologies relevant to Africa’s development. The Africa Day Dialogue interrogated the relevance of competitiveness as a construct to Africa’s circumstances and development. During the World Economic Forum on Africa (WEF Africa), Brand South Africa held a roundtable dialogue which aimed to augment policy discussions on building competitive African Nation Brands. The session was facilitated by Chris Bishop (Managing Editor of Forbes Africa) and the lead discussants were Mr Jeff Radebe (Minister of Planning, Performance, Monitoring, Evaluation and Corporate Services, South Africa); Ms Hannah Tetteh (Minister of Foreign Affairs & Regional Integration, Ghana) and Dr Petrus de Kock (General Manager: Research and Analysis, Brand South Africa). Delegates attending the Brand SA/Brand Kenya Dialogue The discussions during the roundtable dialogue in Lagos, Nigeria were led by Dr Mkhize (a Nation Brand Ambassador). He held a number of interviews with print media after the Nelson Mandela Lecture and participated in Brand South Africa’s media engagement. The roundtable dialogue comprised an audience of approximately 40 participants (predominantly South African and Nigerian experts in the heritage and film industries, as well as business, media, youth and government). 64
In Ghana, a partnership between Brand South Africa and with South African Tourism hosted a stakeholder engagement addressed by Ms Dzifa Gomashie, Deputy Minister of Tourism, Culture and Creative Arts, Republic of Ghana and Ms Lulu Xingwana, South African High Commissioner to Ghana. In support of existing relations, Brand South Africa met the Acting CEO of Brand Ghana to support the organisation in its organisational review process, thus sharing critical lessons. Brand South Africa’s General Manager: Africa and Middle East did an interview with Ghana’s TV Africa on the morning show, Day Break. TV Africa is an online transmitting station and the fastest growing private television station in terms of expansion of coverage in the country. The 30-minute interactive interview drew callers from other regions of Ghana, Kumasi and Volta, which increased Brand South Africa’s footprint beyond Accra. In the United Arab Emirates (UAE), Brand South Africa co-hosted stakeholders mainly from the tourism industry, including those who had recently visited South Africa to allow them to share their experiences and perceptions. The organisation also hosted a dinner with Global South Africans in the market. The session was an opportunity for the South Africans (through South African Business Council [SABCO-UAE]) to participate and shared invaluable insights on the implementation of tangible projects as part of the implementation of the Brand South Africa-SABCO memorandum of understanding. Brand South Africa also participated in the Africa Global Business Forum (AGBF) during which the drivers of the continent’s development over the next five years were explored. It also looked at the sources of growth and discussed the impact of low commodity prices. Another critical stakeholder with whom Brand South Africa engaged was the Vice-President: International Relations of the Dubai Chamber of Commerce and Industry in order to forge a partnership for the 2017 AGBF. To that effect, Brand South Africa will submit (through diplomatic channels) a proposal during the next financial year to host a roundtable dialogue on the feedback on issues that emanated from the 2015 instalment of the AGBF and on the 2017 partnership. Brand South Africa utilised the African Press Organisation to disseminate both proactive and reactive media releases during the course of the year. The GSA Programme was introduced to Kenya, the Democratic Republic of the Congo and Angola. It continues to operate in Ghana, Nigeria and the UAE as well. South African corporates operating in the continent gave positive feedback about South Africa’s brand image and also expressed their willingness to support Brand South Africa’s initiatives, thereby becoming bearers of the positive narrative about South Africa. Overall, Brand South Africa’s initiatives in managing South Africa’s reputation in the continent received positive feedback from stakeholders in the different markets. These initiatives outlined above are positively changing perceptions about South Africa on the continent and building awareness of the importance of positioning Africa as a competitive continent. Brazil, India, Russia and Germany Brand South Africa’s presence in Brazil, India, Russia and Germany is managed through the appointed agency and its team based at head office in South Africa. The key message promoted in these markets is South Africa’s profile as a competitive and attractive investment destination of choice. Germany The team facilitated and arranged a successful roundtable on ‘Women in Business’ attended by 15 women. Some of the key highlights include: • Matshepiso Bokamoso Finca, First Secretary (Public Diplomacy), Embassy of the Republic of South Africa, was a perfect moderator. Her opening speech on 21 years of changes and challenges compared the coming of age milestone (21 years old) with South Africa’s 21 years of independence and moving on • Sylvia Sedlacek, Vice President: Financial Institutions, was the first keynote speaker and gave great insights into South African banking and the importance of welleducated male and female banking experts in South Africa • The second speaker, Jessica Nupen, a social entrepreneur, dancer and choreographer, gave great insights into the lives of powerful women. The distribution of content pieces to the media continues to generate good value in positively promoting the country and positioning South Africa as an investment and business destination. These included an announcement of an industry meeting taking place at the Automechanika Fair in Johannesburg, and an editorial piece, ‘The economic interaction of African nations must be reinforced’. South Africa’s participation in the BRICS Summit, hosted by the Russian Federation in Ufa, was an important moment for the country’s participation in this growing international organisation. The Ufa Declaration, which was drafted during the summit, covered the largest range of issues ever covered by BRICS, and most importantly, the African issues included clearly show South Africa’s role and influence in the organisation. The Brand South Africa team distributed a media advisory relating to the BRICS Summit. A further press release was distributed on the first youth forum of the BRICS group and the Shanghai Cooperation Organization, also in Ufa. The Brand South Africa team also shared a media advisory regarding the simplification of the South African visa regime for tourists from BRIC. Brazil Brand South Africa utilised stakeholder engagements, media relations and media channels as a communication mechanism to share positive stories about South Africa. In some cases, these were linked to days of significance or to specific events, with the aim of sharing developments and positive news about South Africa. The examples of media activity cited below all resulted in good publicity. Stakeholder engagements The team hosted a breakfast roundtable with South Africa’s Ambassador Mbete which focused on business investment between the countries and which received good coverage. 65
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Programme 1: Administration Strateg
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Sources and definitions Anholt-GfK
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K-13197 [www.kashan.co.za]
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