Brand South Africa case study

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Multi-platform
campaign enhances
brand image

Brand South Africa

The challenge 

Brand South Africa wanted to identify and refine the key attributes of South Africa, to enhance the image and reputation of the country, and to promote the nation to an international audience of global investors, decision makers and frequent travellers.

They wanted to achieve these ambitions with campaign bursts around the World Economic Forums in Davos and later in Africa.

Brand South Africa Image

The solution

CNN International developed a multi-platform campaign that ran in two parts around the World Economic Forum in Davos and then later in Africa. Leveraging access to CNN International's affluent and influential audience, the campaign included TV, digital content and an exclusive networking event at Davos.

Part two of the campaign ran to coincide with World Economic Forum Africa with a cross-platform editorial programme 'Africa looks forward' and expansion of the TV campaign to additional markets.

Event

Part one of the campaign included a networking drinks evening at Davos during the World Economic Forum, hosted by Brand South Africa in partnership with CNN. CNN provided host of Quest Means Business, Richard Quest and produced the invitations for this exclusive event.

 

Event invite

Impact

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Part one
126 thousand
 

Editorial page views 

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Part one
8.3 million 
 

Ad impressions

video
Part two
1.7  million
 

pre-roll video plays

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Part two
1.1  thousand
 

TV units

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