Brand South Africa
Task
To position South Africa as a
global destination brand (2003)
Methodology
An Imbizo involving all country managers, portfolio managers, agencies, global managers
Definition of the global brand positioning platform
Definition of how the global brand will be translated in-market
Development of country business and brand plans
Definition of tool-kits required to support in-market activities
Results
Company-wide understanding of the global brand positioning
Volume growth in arrivals
