Marketing - Flagship Projects

 

 Proudly South African Endorsement Campaign

 

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
 

PURPOSE

  • To stimulate campaign buy-in through endorsement by influential thought-leaders in society
 

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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COSATU FEDUSA NAFCOC SABS SABC thedti ESKOM PetroSA BUSA