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Johannesburg - Adverts promoting Brand South Africa have been voted in the 10 most memorable adverts by European readers of the Economist, the International Marketing Council of South Africa (IMC), a leading business publication, said on Monday.
The adverts were specifically developed by the IMC for foreign publications, like the Economist, to attract investment and tourism to South Africa.
The survey, independently conducted by Objective Research to assess the reading habits of Economist subscribers, randomly asked readers to score adverts according to whether they remember seeing them.
Twenty three percent of European readers who completed the questionnaire recalled seeing the IMC's adverts, putting them in 10th place on the "notable" scale.
Other adverts making the top 10 promoted consumer brands such as Renault, Rolex, Cartier and Lexus and financial management service companies and banks, such as HSBC, UBS Wealth Management and West LB.
But, it's on the "reading" scale, which indicates how effective an advert is, so that someone glancing at it is motivated to read it, that the IMC's adverts shine, the IMC said in a statement.
On this scale the IMC adverts moved up to 5th position.
This makes the likelihood of the IMC's ads being read almost 25% higher than that of any other country - with adverts for Bulgaria and Wallonia in Belgium coming in at 9th and 10th respectively.
Readers of the IMC's adverts, which highlight the growth potential from investing in South Africa, described them as "informative", "witty", "interesting", "appealing" and "unexpected".
Commenting on the research, IMC chief executive Yvonne Johnston said: "We're very excited by these findings. Clearly the International Marketing Council's strategy to inform thought leaders is generating interest.
"Our creative and original adverts mean we're able to cut through the advertising clutter and grab the reader's attention with the message that South Africa is Alive with Possibility."