Sport Industry Group

IMC unveils World Cup legacy push- 24 Aug 2010 00:00:00

The International Marketing Council of South Africa has launched a new legacy campaign for its Brand South Africa moniker aiming to highlight South Africans' unique culture as showcased during the 2010 World Cup.

It is hoped that the campaign will ultimately contribute to the country's rating in international competitive studies in that the country can influence the desired behaviour it wants its citizens to adopt.

The campaign identifies reasons why South Africa is unique, from its sports teams to its children and renowned South African attitude.

Founded on the South African brand values of Ubuntu, sustainability, possibility, diversity, innovation and creativity, it builds on the successful hosting of the tournament, which the organisation considers to have been delivered by the people of South Africa.

‘The World Cup may be over, but its legacy remains," said Miller Matola, CEO of Brand South Africa.

‘Our success was mainly about people - ordinary South Africans who came together to make the tournament the most successful in its history, though we cannot discount the incredible infrastructural development that contributed to it.’

The legacy campaign platform aims to leverage the momentum gained during the World Cup to continue to mobilise South Africans including business, political and civil society leadership.

It also aims to entrench the principles of pride, patriotism and solid citizenship that have been established over the past year.