The image of the country has taken a knock in recent years amid stories of difficulties of life in townships and its transition from Apartheid.
FD was one of 54 firms involved in the pitch process, which included media-buying, ad and design agencies. Ogilvy, Mindshare South Africa and Grid have bagged the non-PR accounts.
FD Beachhead, the agency's South African IR shop, will lead the £350,000-plus account. The agency's travel managing director, Christopher Clark, heads London work.