SA Tourism: new agencies, new era

In addition to Ireland Davenport (advertising) and Kezi Communications (PR and publicity), both Nota Bene (media strategy) and Universal McCann (media buying) are new to the SA Tourism consortium. Magnetic Communications and Brand Activation (part of the Ogilvy Group) have both been appointed as global activation and events partners.

Nota Bene 'inherits' the SA Tourism account from Ogilvy and Mindshare, Kezi takes over from FD Consulting. Gloo Digital Design, which also got the nod from SA Tourism as its digital marketing partner, will work alongside Ireland/Davenport, which takes over the account from Ogilvy.

SA Tourism's highly-publicised agencies' appointments epitomise the change in strategy as the organisation seeks to capitalise on this year's touristic miracle - both local and international.

Domestic and foreign tourism

The national Department of Tourism statistics shows that domestic tourism has scored an increase of 0.43% on a year-on-year basis, with 14.6 million South Africans undertaking 30 million domestic trips in the past year and spending more than R22 million. The Department of Home Affairs said 1 020 321 foreigners visited SA during the period of 1 June-1 July 2010, an increase of 25% compared to the same period last year (819 495), thanks to the 2010 FIFA World Cup.

Foreign arrivals continue to grow, reaching more than 2.5 million from January to April 2010 - an increase of 16.3%, according to the Pretoria-based national Department of Tourism.

According to Statistics SA, there were 997 960 foreign arrivals to SA in June 2010, with 277 345 coming from overseas; 398 085 from SADC countries; 22 989 from 'other' African countries and 22 892 from 'unspecified countries'. Statistics SA's figures of July foreign arrivals were not available by the time of going to press.

SA Tourism head of e-marketing William Price says, "Digital marketing and destination marketing are converging within SA Tourism, and as an organisation we're gearing towards stretching our budgets and delivering real, tangible results. It was a tough choice to choose who we partner with to take us forward pre and post the world cup 2010. No small or easy task for us and, as a brand and client for an agency, it's pretty daunting."

Why not a global agency?

Asked to comment on the appointments, Gordon Patterson, MD of Starcom MediaVest Group (SMG), said this week, "I guess we'll never know what informed the selection of agencies for the SA Tourism business.

"One would have thought, however, that given the importance of the SA Tourism business to our country that a global agency would have been used, but this might not be important going forward. Local agencies, irrespective of their global alignment, often battle to get the commitment of affiliated agencies if the financial reward is not attractive."

But, as the wine is served, it is up to chosen agencies' staff to drink it and take the risks. Almost everyone out there seems upbeat and hopeful that they will be able to stand the heat of the kitchen.

Kezi Communications MD Keri-Ann Clark says, "Doing your job is no longer good enough - it's about offering that something extra, that intangible 'magic'. It's about being aware of international trends and making them relevant to the client. It's about pushing back, questioning, and demanding more of ourselves."

SA subject to same global scrutiny

Adene van der Walt, Ireland/Davenport strategy director, says SA will be subject to the same scrutiny by the global community as it has been before. "The challenge for all stakeholders is to continue building on the positivity and spirit of unity brought about by the world cup, and share the sense of can-do attitude and the warmth of South Africans to the world."

Magnetic Communications director Tumaini Leshoai says, "Together, it is possible. We look forward to working with the newly appointed agencies who are leaders in their respective fields. Collectively we will break new grounds with innovative and breakthrough strategic campaigns.

"The next several years on the account are going to be both challenging and exciting as we execute on behalf of tourism and continue to get the SA story out across the globe. The time has never been better to get more visitors to SA."

Martin McGregor, Nota Bene MD (Cape Town), says, "The opportunity for the country is huge - we have never been in a better position to convert awareness to getting people to actually come and visit the country. But the quest for the global traveller is very competitive, and we need to be smart, focused and very targeted if we are going to be successful. Awareness is one thing, but the real challenge is to get them to commit to coming here."

"Develop an effective media strategy"

Adds McGregor, "Our role is to develop an effective media strategy which, through a thorough understanding of our potential target market and their media habits, ensures that the communication we send out connects as often as possible."

Gloo founder and creative director Pete Case says the recent focus on SA country over the world cup and the work that his company has been doing with SA Tourism has certainly helped showcase the real effect that digital can bring to the table for them.

He explains: "When we started engaging with the client, they were already one of the most progressive users of digital marketing in this country, so they truly get the power of integrated communications. The communication of the depth and breadth of our country in a compelling way is an exciting challenge that we all face as part of this new team."

Sue Napier, MD of Ireland/Davenport, says: "This is an all-encompassing concept that embraces taking stock of the change in people's mindsets following the recession: it's no longer enough to create an emotional connection in order to sell items, as they interact with brands differently.

"Return to old-fashioned values"

"Linked to this is the development of mediums like digital and beyond, yet always keeping in mind that successful strategies hinge on ideas that can be stretched across all consumer touchpoints, from TV to social media, without losing meaning. Then, too, there is the evolution in brands themselves that must be considered, including the return to old-fashioned values like authenticity."

SA Tourism, led by CEO Thandiwe January-Mclean, is a seasoned user of digital marketing, and reports said the organisation spends more than R15 million annually on its digital marketing channels.

Given the status of SA Tourism and size of the account, one wonders whether the appointed agencies will have to boost their human resources muscles to climb the Bojanala House mountain.

Gloo, which says its account runs from Glooburg in Parktown North, Johannesburg, has a 30-person team that launched one-and-half year ago.

Staff has grown

Ireland Davenport staff has grown from 37 at the start of 2010 to 57 as of 1 October 2010, Napier said, adding that her company has recruited additional manpower across project management, traffic, production and finance to work as a commissioned unit within the agency on the SA Tourism account.

"Our creative department has also grown with the addition of three more creative teams," she points out.

Magnetic Communications, which has a nine-person permanent workforce, is said to have the capacity. But, Leshoai says the company has also built up a team of skilled freelance project managers for the SA Tourism account.

Kezi Communications has also beefed up its people-power.

Challenging account

Patterson says: "It's no secret that SA Tourism is a challenging account not only in meeting their expectations at the last moment (and sometimes well past this point!), but due to structural complications within SA Tourism and in aligning global strategies with 'in country management' beliefs and pre-existing supplier relationships.

"Having worked on the account and having experienced the best and the worst of what this account can offer, much depends on the strength and commitment of the internal SA Tourism leadership and the integrity of the all agency partners. I wish them well, sincerely."

For more:

• Bizcommunity: Who's who for South African Tourism
  
• Bizcommunity: https://www.bizcommunity.com/Article/196/18/52777.html Kezi wins global SAT PR account
  
• Bizcommunity: South African Tourism appoints Gloo as lead digital partner
  
• Bizcommunity: Kezi Communications bags SA Tourism

Magnetic Dialogue/Communications confusion corrected at 5.19pm on 8 October 20210.