'J'adore South Africa' campaign launched by French

According to industry sources, there has been a 58% annual growth of import from France since 2003, with import figures slightly exceeding R15 billion. South African export to France has decreased by 6.4% from 2003, dipping to just over R5 billion. South Africa ranks as the most important market in Sub-Sahara for French exports, while aeronautical equipment makes up the largest import segment to South Africa.

Translating to 'I love South Africa', the J'adore South Africa Campaign will highlight and grow the continued commitment of the French Government and French businesses to South Africa with a strategic communications plan which includes sponsored radio programmes, business events, social responsibility programmes and publicity with a distinct French and South African flavour.

Heading the campaign, President of J'adore South Africa, Andrew Manderstam explains: "France is a highly sophisticated and technological advanced country with a strong socio-economic drive. With this campaign we reach out to South Africa, lending our support and commitment though a number of exciting campaign elements which will be rolled out over the next few months."

Building on Manderstam's sentiment, Philippe Pellegrin, Chairman of FSACCI clarifies the importance of strategic communication in boosting bi-lateral trade: "This is the key to creating and maintaining perceptions. Proactive perception management maximises the value of an entity's communication activities to have a direct and positive impact on its ability to achieve its business objectives. Our positioning should be an integral part of our business strategy."

Salamandra Design & PR, a dynamic communications company with a highly acclaimed creative team, has been appointed to lead the campaign.

"In the highly competitive business sector, image is a critical differentiating factor and all effort should be made to ensure that the "J'adore South Africa" image and perceptions are managed in order to increase French Business presence and enrich the image of France in South Africa. Conversely, the J'adore South Africa campaign offers opportunities for South African companies to do business with France and francophone Africa," explains Managing Director of Salamandra Design & PR, Christine MacKay.

French-South African ties have recently been given a tremendous vouch of confidence with global luxury brand Louis Vuitton announcing the opening of a store in Sandton City in the fourth quarter of 2004. This will be the first sub-Saharan store and the only new territory for the company in its historic 150th anniversary year.