The International Marketing Council held its inaugural meeting yesterday (Wednesday, 30 August) in Pretoria. Whilst the meeting dealt mainly with ‘housekeeping’ matters a number of exciting medium and longer term proposals were tabled, firstly, for a sustained international marketing drive for South Africa and, secondly, to bring the whole country behind this ambitious project. Preparations are underway for a major launch early next year.
The International Marketing Council has its roots in two government audits into international marketing spending by national and provincial departments and international perceptions about South Africa. The results indicated that numerous, though unco-ordinated, marketing initiatives were being undertaken or planned within and across the different spheres of government and, furthermore, that a combination of continued international goodwill exists towards South Africa tempered by concerns on some socio-economic issues.
In December last year, Cabinet agreed to develop a more co-ordinated and coherent set of responses to the challenge of successfully marketing South Africa abroad.
Cabinet also agreed in principle that, while the international marketing of the country is a government initiative, it should be rooted in a firm country partnership, including business and broader civil society and should be underpinned by support from the broader South African public.
The International Marketing Council, therefore, brings together the government, corporate and non-government sectors. It will provide strategic advice to Government on a broad range of international marketing initiatives including investment, export and tourism promotion. The Council also has the power to take decisions, within its mandate and to ensure implementation. The Council reports to the Cabinet Committee on International Relations and will normally meet quarterly although more frequently before next year’s launch.
The Directors-General of eight government departments, the CEOs of the GCIS, Investment South Africa and SATOUR as well as 19 individuals from outside government make up the Council that is chaired by Minister of Foreign Affairs, Nkosazana Dlamini-Zuma.
The Ministers of the eight departments represented are ex-officio members of the International Marketing Council.
The International Marketing Council is serviced by an inter-departmental project team co-ordinated by the GCIS.
Chairing the meeting, in the absence of Minister Dlamini-Zuma, Minister of Trade and Industry, Alec Erwin said:
"An audit of government departments revealed a plethora of separate international marketing activities taking place or being planned. It makes sense to bring these initiatives under one umbrella to improve co-ordination, coherence and consistency in how we project our country abroad. As Government we are excited at the wealth of expertise being offered by some of the best minds this country has produced. The make-up of the Council reflects the degree of pride, commitment and consensus that exists in this country. I am very excited about the enthusiasm the Council members displayed and am confident that we will take this initiative forward with great success."
Ministers from Trade and Industry, Environmental Affairs and Tourism, Communications and Sport and Recreation also attended yesterday’s meeting.
The Terms of Reference of the International Marketing Committee a full list of members are included as annexures.
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Issued by: Government Communications (GCIS)
Annexure 1: International Marketing Council membership list
Dr Nkosazana Zuma - Minister of Foreign Affairs
Corporate and non-government
- Mr Paul Bannister - Consultant
- Mr Koos Bekker - Managing Director: Naspers
- Ms Irene Charnely - Executive Director of Telecommunications: Johnnic
- Ms Salukazi Dakile-Hlongwane - Executive Chairperson: Nozala Investments
- Mr Marinus Daling - Chairman: SANLAM
- Ms Pam Golding - Chairman: Pam Golding Properties
- Mr Steve Griessel - CEO: Tourism Investment Corporation
- Mr Hugh Herman - Chairman: Investec Building
- Mr Danny Jordaan - SAFA
- Ms Sbongile Khumalo - Artiste
- Ms Wendy Luhabe - Chairperson: Bridging the Gap
- Dr Nana Makaula - CEO: Films and Publications Board
- Ms Barbara Masekela - Director of Public Affairs: De Beers
- Mr James Motlatsi - Executive Chairperson: Mineworkers Investment Trust
- Dr Sam Motsoenyane - South African Ambassador to Saudi Arabia
- Mr Mavuso Msimang - CEO: South African Parks
- Mr Anant Singh - Managing Director: Video Vision Entertainment
- Mr Michael Spicer - Executive Director: Corporate Affairs
- Dr Frederick van Zyl Slabbert - Chairman: Adcorp Holdings
- Mr Rob Adam - Director-General: Department of Arts, Culture, Science and Technology
- Mr Andile Ngcaba - Director-General: Department of Communications
- Dr Crispian Olver - Director-General: Department of Environmental Affairs and Tourism
- Mr Sipho Pityana - Director-General: Department of Foreign Affairs
- Ms Maria Ramos - Director-General: Department of Finance
- Prof Denver Hendricks - Director-General: Sport and Recreation
- Dr Alistair Ruiters - Director-General: Department of Trade and Industry
- Rev Frank Chikane - Director-General: The Presidency
- Mr Joel Netshitenzhe - CEO: Government Communication and Information System
- Mr Rafiq Bagus - CEO: Investment South Africa
- Mr Moss Mashishi - CEO: South African Tourism Board
Annexure 2: International Marketing Council – Terms of Reference
The International Marketing Council will be responsible for:
- advancing the objectives of South Africa’s international marketing campaign abroad
- giving strategic guidance to an inter-departmental Project Team which has been set up to manage the campaign
- acting as "ambassadors" for South Africa where possible in their individual capacities, and
- advising the Cabinet Committee on International Relations on matters pertaining to the marketing of South Africa.