A novel approach to nation branding, that invites creative input from the global Internet population, is attracting strong interest from social media networks, expatriate communities and aspiring ad professionals worldwide.
The Get Wildly Creative About South Africa online ad contest is being run by the GeoBranding Center of the Chief Marketing Officer (CMO) Council and sponsored by the International Marketing Council of South Africa, custodian of Brand South Africa, in partnership with South African Airways, South African Tourism, and the global Zooppa.com community of more than 60,000 creative enthusiasts. The campaign aims to develop fresh ideas and promote viral expressions of how to present South Africa’s brand face to the world following the global media spotlight and influx of visitors to the country during the FIFA World Cup later this year.
With just under a month remaining for advertising enthusiasts and students to dream up new ways to communicate Brand South Africa to tourists, investors and business audiences, more than 10,000 Internet users have viewed contest information and nearly 400 contestants have already submitted creative work. They’re looking to gain global recognition, and win cash, computer gear and a memorable VIP trip to South Africa, courtesy of South African Airways and South Africa Tourism.
The entries will be judged by a panel of marketing experts, luminaries from South African travel and tourism and notable voices from South African media including Anitha Soni, chair of the International Marketing Council Board of Trustees, Elaine Youngleson, Managing Director of Club Med, Gregg Truman, VP of Marketing for South African Airways, Andre Shearer, CEO of Cape Classics Wine, Noah Greenhill, Chief Marketing Officer of JSE Limited, Jade Maletsky, Group Marketing Head of Strategy for Liberty Group, Leanne Manas, Morning Live Anchor on SABC, Imann Rappetti, Anchor of ETV News and Current Affairs, Jacqualene Humphries, Chief Marketing Officer of Neotel, Heather Third, Director, Special Projects Africa, Microsoft, and CMO Council Africa Chairwoman, Connie DeLange, Group Executive, Marketing of Dimension Data.
SAA, SA Tourism and the IMC are promoting the Get Wildly Creative About South Africa on their web sites and in their print and email communications. Winning entries will be showcased in office, web site, magazine, in-flight video and airport venues. They are among many other media channels, bloggers and online communities who are supporting the contest and galvanizing interest worldwide. These include:
- ADvantage magazine
More information and a creative brief for contestants can be obtained from the links below:
“We are delighted to partner with the International Marketing Council of South Africa and South African Airways on this innovative competition", said Sthu Zungu, President, South African Tourism, North America. “We look forward to hosting the talented winners on a memorable journey of discovery to South Africa.”
Cash and prizes will be awarded to the top submissions within each category including Best Print Campaign, Best Online Banner Campaign, and Best Video Segment or Commercial. Winning entrants will have their work showcased globally to the CMO Council’s 5,000 members who control more than $150 billion in annual marketing spend and recognized at a special IMC-hosted reception in New York City, the world’s media center and creative hub. Winning entries will be announced and showcased June 9 at a press and VIP reception in Manhattan, New York.
The contest is part of a major Nation Branding research project being undertaken the Chief Marketing Officer (CMO) Council and the International Marketing Council of South Africa, which is responsible for defining and shaping Brand South Africa’s image throughout the world. With social media networks hosting billions of monthly visitors, conversations and connections, the CMO Council’s GeoBranding Center is looking to evaluate the level of voice, influence and creative pull in these interactive online communities, particularly as it relates to shaping perceptions of countries, destinations, locations and origin of products.