Inviting the World to Celebrate the Rise of a New, Unified South Africa
Gold Mercury welcomed the challenge to revitalise the promotion of South Africa. We sought to achieve this by creating a vision which communicated the nation’s journey of transformation and rebirth.
Gold Mercury formulated a strategy that entailed the competitive international marketing of South Africa as a preferred destination, for the sustainable economic and social empowerment of all South Africans and for the purpose of establishing tourism as the leading economic sector in the country. A key factor in this vision for tourism was to unlock South Africa’s great potential as a sport tourist destination.
Due to co-ordinated branding and an aggressive marketing campaign, the outstanding tourism opportunities of this progressive nation have found an international audience and South Africa has experienced a tourist boom in recent years
The new national flag of the Republic of South Africa was first used on 27 April 1994. The central design of the flag, beginning at the flag post in a ‘V’ form and flowing into a single horizontal band to the outer edge of the fly, can be interpreted as the convergence of diverse elements within South African society, taking the road ahead in unity. We aimed to brand South African tourism as synonymous with South Africa’s iconic rainbow flag. The image of a human figure emerging from within the stylised flag shape epitomises the emergence of the South African people as they rise to meet a vibrant and rich destiny.
Today, South African tourism markets the country’s scenic beauty, diverse wildlife, kaleidoscope of cultures and heritages, its sport and adventure opportunities, eco-tourism and conference facilities. Marketing is undertaken via SA tourism’s international offices in strategic markets. SA tourism participates in travel shows, produces a variety of promotional material and initiates and co-ordinates marketing campaigns to create a positive marketing climate for the effective marketing of South Africa’s many excellent tourism products. For this purpose SA tourism also arranges INDABA, the largest annual tourism market in Africa, as an opportunity for the South African travel industry to present its products to the international market.