Helping journalists tell SA’s story


2 September 2008

The International Marketing Council of South Africa offers a professional web-based service for journalists and communication practitioners wanting to know more about the country in the lead-up to and beyond the 2010 Fifa World Cup., launched at the International Media Forum South Africa in Johannesburg in May 2008, offers free access to content on the country, including a comprehensive image library.

The website provides background and current affairs updates on South Africa’s economic performance, socio-economic development and achievements across various sectors. It also profiles significant cultural and social trends, as well as phenomena that make South Africa a winning country.

Registration on is not required, except for full access to the image library, which offers hundreds of professional quality photographs of the country, its people, places, economy and stunning natural beauty, all available for use on the web or in print – free of charge.

The International Marketing Council of South Africa, custodian of Brand SA, is a public-private partnership responsible for marketing the country internationally.

Brand South Africa General Manager Tyrone Seale, speaking at the launch of the site, said would provide “relevant, mind-opening, up-to-date and verifiable information in the build-up to 2010.”

While not explicitly tied to the World Cup, the new service will take advantage of the unprecedented international media interest in the country that the event will generate.

“We took this step because we recognise the importance of media – local, African and throughout the world – in shaping perceptions of South Africa and our continent,” Seale said.

The initiative took its inspiration from Germany’s Land of Ideas campaign, which established a similar media service for the 2006 Fifa World Cup. complements the World Cup-dedicated media services offered by the Local Organising Committee, South African Tourism and the Government Communication and Information System.

It aims to provide quality, accurate and credible content, allowing media practitioners either to use the content as is in their own publications, or as a resource with which to develop their own content.

SAinfo reporter and BuaNews