According to Total South Africa corporate marketing manager Reina Cullinan, inspiration has returned to pageants. “The Miss World pageant has, over the past few decades, evolved to represent the woman of the new millennium; she is confident, beautiful, ambitious and empowered with a sense of social responsibility.
“These values are important to Total South Africa and ergo our fuel sponsorship of the prestigious event this year. Miss World has, generation after generation, delivered role models to young women across the world and no doubt this year's winner will fulfil the same mandate as her predecessors.”
The sponsorship reflects a move by Total to venture into new territory for energy companies. Traditionally, says Cullinan, motorsport and social responsibility activities are the mainstay of corporate activities for fuel companies. “While we will continue to be heavily involved in motorsport and social initiatives en masse, Total plans to take its brand where fuel has never been before; engaging with consumers on new and inspired platforms that reflect our enhanced positioning and value proposition.”
Total South Africa recently launched its new advertising campaign and invigorated value proposition - You Know Where To Turn, a line that Cullinan says encapsulates the brand's historical service ethic yet delivers broader communication latitude.
“The Miss World sponsorship is the first in a line of new brand activations and sponsorships planned to bring the brand to life in various platform incarnations, to bring us closer to our customers and propagate greater brand affinity,” she concludes.
