Brand­ing Gaut­eng

Finweek English Edition - - Communication & Technology - POLOKO MO­FO­KENG

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.

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