SAT will launch the rebrand to trade partners and their PR agencies at London’s South Africa House on 10 August. The move comes as the country ‘celebrates ten years of freedom’, according to SAT general manager for the UK Nolwazi Mdluli.
Following its selection to host the 2010 football World Cup, he added, the country is at a stage where it can focus on ‘possibilities’ rather than safety concerns.
The new campaign will emphasise the emotional experiences of visiting South Africa, encouraging people to ‘dive in and engage’, said Mdluli, suggesting to tourists that ‘if people are dancing, get in there and dance.’
SAT will host the Meet South Africa Festival at London’s Oxo Tower on 21 and 22 August to introduce the fresh positioning to UK consumers.
Incumbent College Hill’s contract with SAT expires on 12 August and account director Angela Spain confirmed it would not repitch but would not give reasons.
Mdluli denied that it was an inconvenient time to be looking for a new PR agency, explaining that ‘we want to know what agencies are out there, but we are very clear about our objectives’.
‘We need energy and want an agency that is aggressive and will unlock doors for us,’ he added.
Mdluli said agencies keen to bid for the account should attend the South Africa House event.