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Johannesburg - The use of a new tourism slogan for South Africa is on
hold after questions were raised over its originality, government
spokesperson Jimmy Manyi said on Friday.
"Government and the IMC (International Marketing Council) are investigating the matter and will report on this in due course. A decision was already taken to hold off the usage of any slogan until the matter is resolved," he said.
The Star reported that the cabinet approved the slogan "More than you can imagine", despite its use elsewhere. The old one was: "Alive with possibility". It is used to market the country as an investment and tourist destination.
According to the report, the new slogan was used by the US state of Maryland, a Scottish county called Clackmannanshire, a vocational training business in Australia, a US advertising agency's award-winning campaign and even a women's online fashion shop.
Government spokesperson Vusi Mona said: "We are looking into the concerns raised about lack of originality and the impact of that on the country.
"The IMC have done research, rigorous research, and came to the conclusion that it would be safe and presented (it) to cabinet. Subsequent to that there were issues raised about originality."
Manyi said the "integrity" of the country's marketing campaign was of "utmost importance". To date "no country or nation" had used or registered the slogan as a "global brand".
Manyi said the government had spent R470 000 on developing the slogan, not R140m as reported.
"The R140m refers to the entire brand programmes, both domestic and international, of the IMC over a two-year period 2011/2012. None of this R140m has been used for the development of the country position statement," he said.
"Government and the IMC (International Marketing Council) are investigating the matter and will report on this in due course. A decision was already taken to hold off the usage of any slogan until the matter is resolved," he said.
The Star reported that the cabinet approved the slogan "More than you can imagine", despite its use elsewhere. The old one was: "Alive with possibility". It is used to market the country as an investment and tourist destination.
According to the report, the new slogan was used by the US state of Maryland, a Scottish county called Clackmannanshire, a vocational training business in Australia, a US advertising agency's award-winning campaign and even a women's online fashion shop.
Government spokesperson Vusi Mona said: "We are looking into the concerns raised about lack of originality and the impact of that on the country.
"The IMC have done research, rigorous research, and came to the conclusion that it would be safe and presented (it) to cabinet. Subsequent to that there were issues raised about originality."
Manyi said the "integrity" of the country's marketing campaign was of "utmost importance". To date "no country or nation" had used or registered the slogan as a "global brand".
Manyi said the government had spent R470 000 on developing the slogan, not R140m as reported.
"The R140m refers to the entire brand programmes, both domestic and international, of the IMC over a two-year period 2011/2012. None of this R140m has been used for the development of the country position statement," he said.
