Brand-South Africa - Annual report 2015 - 2016

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.
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