KZN mounts a high-powered global rebranding marketing campaign
May 05, 2019
KwaZulu-Natal, South Africa: KWAZULU-NATAL is going to mount a high-powered global rebranding marketing campaign-and a dozen private sector companies, including three banks, have already agreed to help finance it.
The unique public-private partnership with 14 companies aims to make Durban and KZN a key global player in tourism, trade and investment, it was announced at Tourism KZN Africa’s Travel Indaba breakfast held in Durban this week.
The companies are not only chipping in the cost of the massive repositioning campaign, which will involve calling in an internationally-acclaimed marketing agency, but their representatives also sit in on strategy meetings and share their business expertise.
Sihle Zikalala, the MEC for Economic Development, Tourism and Environmental Affairs-whose speech was read out by Ravi Pillay, the MEC for Public Works in his absence-made the announcement at Africa’s Travel Indaba on Friday.
The key companies-others may also agree to join in-had a keen interest in the upliftment of the province, he said.
The companies are First National Bank, Tsogo Sun, Aspen,The Oyster Box,Toyota, New Frontiers Travel, , Urban Management,East Coast Radio,Tongaat Hulett, Serendipity Tours, Standard Bank,Grindrod Bank,Urban Lime and Multiply Group.
“They are availing their resources and expertise in driving a Durban-KZN repositioning exercise to put Durban-KwaZulu-Natal at the forefront of development. They will be working with us to strengthen tourism and our product offering,” guests heard.
More details would be made known once the work started.
“Importantly, this serves to demonstrate confidence in our tourism infrastructure and diversified producing offering.
“What is patently clear is that the private sector responds positively when government demonstrates the willingness to do the right thing and puts in place an enabling environment for business to thrive.”
Phindile Makwakwa, the acting chief executive of Tourism KZN, welcomed the development as a “milestone.”
“This public private partnership aims to make sure that KZN becomes a province of choice. It will really put us on the global map,” she added.
Bringing in the private sector would make the province’s message even more credible.
“They are contributing funds to enable us to do the things we want to do.”
Andrew Hudson, FNB’s head of acquisitions in KZN, said that in the past, people had felt that the region had got a lot of assets and that the tourism figures should be higher than they were.
“What we have done is to galvanise the public sector, which generally does its own thing, and get behind the tourism bodies...to get everyone on the same page and promote and market the destination for tourists and for investment.
“This is about a committee of people sitting down and deciding what’s the best thing for Durban and KZN.”
When an international airline comes into Durban three times a week-like the new BA route from London-some 300 000 jobs are created, which are mostly tourism related, he said.
“We have a beautiful airport and the Dube Trade Port, great roads and the private sector now needs to jump in and make the most of these assets,” he said.