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Marketing - Flagship Projects |
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Proudly South African Endorsement Campaign |
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BACKGROUND - Developed in the first quarter of 2006 in response to the need to restore the credibility/reputation of the Campaign
- Negative media publicity towards the end of 2005/beginning of 2006
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PURPOSE - To stimulate campaign buy-in through endorsement by influential thought-leaders in society
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OBJECTIVE(S) - To sway media opinion to report neutrally to positively on Proudly South African – to achieve at least 80% positive media coverage, based on analysis of media clippings, radio, online and TV synopsis
- Influence the opinions of the mass audience in favour of Proudly South African – increase positive opinion by at least 10% per annum
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