PEOPLE KNOW FRANCE and know Paris, says Evan Tyawa, but what do they know of Gauteng? To correct that, Alliance, a consortium of two South African agencies – Tyawa’s shop, O’Brian, and another local agency, Nolinhle, plus British design agency, Navyblue – have been contracted to build the Gauteng brand.
“We’ve been contracted to bring life to Gauteng’s Global City Region strategy and positioning for the province,” Tyawa says. The coalition will not only advance the brand in SA but internationally. It doesn’t replace Johannesburg’s branding – “A world-class African city” – but both rather play a mutually supportive function although promoted independently.
Gauteng premier Paul Mashatile urged “every resident and every corporate to use and promote brand Gauteng, although initiated by government”. The concept is to use its “It starts here” logo in everyday transactions until it becomes synonymous with the province and country.
“The possibilities start here in Gauteng, where all life began,” says Tyawa, and tie in with SA’s “Alive with possibility”. Gauteng is promoted as SA’s economic hub and globally competitive, being the top choice for competitive sport, business, investment and tourism.
The integrated marketing campaign – which began with a supplement in a newspaper but will be “mainly outdoor driven” – aims to be spurred by a sense of pride in the province. The 2010 Soccer World Cup is used to further situate Gauteng as the chosen competitive sports playground, highlighting that most games will be played in Gauteng and that it’s also accommodating most of the expected football tourists.