Driving home the SA brand message internationally

Eight of the 10 taxis are in the traditional black of the London cab - one of the United Kingdom's (UK) best known icons - and two are in a bright sky blue, symbolising the colour of the South African sky to would-be travellers to South Africa. This advertising and marketing campaign is part of the International Marketing Council of South Africa's international strategy to raise awareness of what South Africa has to offer to international traders, investors and travellers, and the many benefits that can be derived from engaging with the country.

The advertising message branding the cabs is aimed at awakening the UK market to the many refreshing possibilities that await those who actively engage with South Africa. They tell of a country whose people continuously find fresh and practical solutions, thus inspiring the world to a new way of doing things. The taxi messages are supported by facts and stories which are found on South Africa's national web portal, www.southafrica.info, and on the International Marketing Council's website, www.imc.org.za.

The year-long campaign will see the cabs featured at a number of South African-related events celebrating the country's 10 years of freedom. Some of the messaging is inspired by the tongue-in-cheek English humour, and taps into London clichés to ensure resonance with the society and environment in which the taxis roam.

The UK has been chosen as one of the key, significant target markets for South Africa in terms of trade, investment and tourism. The UK capital is fertile ground from which to grow South Africa's economy. It has a healthy two-way flow of investments, with the UK continuing to be South Africa's largest foreign investor. Just over 200 South African companies have established a presence in the UK, with a number of South African companies listed on the London Stock Exchange. The country is also consistently one of the top five sources of international tourists for South Africa.

For more information on Brand South Africa and the International Marketing Council, visit www.imc.org.za.