SA Tourism names new marketing partners

Commented Moeketsi Mosola, CEO of SA Tourism, "South African Tourism, in remaining fully committed to transformation, is absolutely delighted to be associated with such a comprehensive mix of some of South Africa's finest marketing companies.

"Our new partners represent the full spectrum of the best in their field. All - in meeting the detailed criteria laid down in the tender document - have showed an impressive capability of competing, and winning, against some of the best agencies in the country. All have proved that they possess the level of passionate commitment we expect from our partners in taking destination South Africa and SA Tourism to new heights and in internationally positioning the country as a preferred tourist destination as we aim to grow the tourist arrivals leading up to and beyond 2010."

Tender process

The announcement followed a rigorous tender process that attracted the interest of some 54 companies which received a comprehensive three-hour briefing session on 12 July 2006.

The top scoring companies, as well as the current incumbents, were invited to make final presentations on 11 and 12 September to South African Tourism's nine member executive committee-approved team that comprised the COO, CFO, chief research officer, chief marketing officer, global brand manager, portfolio manager for Africa & Middle East, executive project manager, supply chain manager and GM: PR & communications. Final recommendations were made to, and approved by, the Board of South African Tourism at its board lekgotla on 6 October.

A key part of the mandate of the organisation is to continue to source from empowered suppliers and in this regard, the chosen companies had to meet the criteria set by the board of the organisation and as expressed in the tender document.

Technical considerations

Technical considerations applied in determining the final choice included agency ability to deliver against the business needs regarding brand equity formulation and management; provision of solid strategic and creative communication solutions; and the provision of media solutions that are grounded in a solid strategy that is applied and customised across all the territories and across the various target segments as identified by SA Tourism.

Other non-negotiable imperatives included digital thinking and solutions based on technical abilities, data gathering methodologies informed by multi-national brand experience and ongoing development in the digital space; and an advanced PR solution of reputation enhancement across the globe, in a consistent and sustainable manner which would ensure brand presence throughout the year.

In closing, Mosola on behalf of the Board of South African Tourism thanked all everyone who had spent so much time and creativity in pitching for this account and incumbent agencies, The Agency, The Wisdom Keys Group and Two Tone Branding for the professional contribution they have made over the past three years, and will continue to provide until the end of their tenure.