4 February 2011
The integrity of South Africa’s marketing campaign is of the utmost importance, says Government Spokesperson Jimmy Manyi.
Government has noted this morning’s media reports suggesting lack of originality in a proposed new country slogan to market the country as a tourism and investment destination as well as the expenditure to develop the country’s pay-off line.
Firstly government is aware there has been limited use of the "More than you imagine" in some promotions and presentations, but to date no country or nation has used or registered this as a global country brand positioning line in a global campaign.
Secondly government wishes to assert that R470 000 was spent in developing the slogan and not R140 million as stated in the media. The R140 million refers to the entire brand programmes, both domestic and international, of the IMC over a two-year period 2011/2012. None of this R140m has been used for the development of the country position statement.
Towards the end of 2010, the IMC presented Cabinet with a campaign slogan – More than you imagine – after a rigorous consultation and research process.
Government and the IMC are investigating the matter and will report on this in due course.
A decision was already taken to hold-off the usage of any slogan until the matter is resolved.
For enquiries, please contact:
Cell: 078 021 4035
Issued by: Government Communications (GCIS)