The Outside Organisation last week became the latest PR agency to
join the Celebrate South Africa roster.
Outside, which is already working for the Party in the Park and Pavrotti
in the Park live concerts this summer, will handle media relations for
the centrepiece event of Celebrate South Africa in Trafalgar Square at
the end of the month.
The six-week showcase of South African arts, culture and technology will
take place in venues across London under the auspices of the South
African High Commission.
The focal point will be the open-air South African Freedom Day Concert
on the Square, to be hosted by former president Nelson Mandela.
Acts to be confirmed for the concert so far include REM, the Corrs,
Atomic Kitten, Ladysmith Black Mambazo, Mel B and Dave Stewart. The
line-up will also include Lisa Roxanne, Beverley Knight and Hugh
Cheryl Carolus, South Africa's high commissioner in the UK, said the
festival was a 'unique opportunity' to highlight to the UK the 'talent,
expertise and innovation emerging from the new South Africa.
'It is an opportunity to build on strong links between the UK and South
African business communities.'
Outside joins events PR consultancy Joy Sapieka Associates and the
Flagship Group, which won a separate brief three months ago.
Flagship is tasked with highlighting to political and business audiences
the steps South Africa has taken since the dismantling of the apartheid
regime seven years ago.
The account at Flagship is headed by board director Dick Newby. All the
agencies report to Celebrate communications manager, Gabrielle Owtram.