South Africa Tourism hands retained UK and Ireland brief to Publicasity

South Africa Tourism has brought in Publicasity to handle the country's consumer and trade PR and build on South Africa's high profile following the 2010 FIFA World Cup.

South Africa: Publicasity wins consumer and trade account
South Africa: Publicasity wins consumer and trade account

The agency picked up the three-year UK and Ireland account from incumbent FD following a competitive pitch.

Publicasity will report into Lebohang Mokhesi, UK country manager, South Africa Tourism.

Mokhesi said: ‘The 2010 FIFA World Cup raised awareness of South Africa to a very high level, however the task for Publicasity is to build on the legacy of the tournament and turn awareness into greater understanding and a positive desire to visit the country.’

The agency has been charged with increasing overall tourist numbers, length of stay and overall spend as well as increasing the provincial spread of tourism across the whole of South Africa.

Regions such as Western Cape, Gauteng and KwaZulu-Natal are already well known to international travellers, but the agency will look to increase awareness of less travelled provinces of Mpumalanga, Eastern Cape, Northern Cape, Limpopo, North West Province and Free State.

As revealed in a PRWeek reputation survey, South Africa has enjoyed a boost among UK consumers since the World Cup, with 66 per cent saying the tournament had improved their perceptions of the country.

The survey also found that the host nation's 'passion and enthusiasm' was chosen as the best thing about the World Cup by 34 per cent of respondents.

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