28 November 2007
Today, the Mpumalanga province launched its new brand identity with the view
to attract increasing numbers of tourists and investments, and enhancing
communication with its citizens on development and service delivery.
The new brand aims to encourage all three primary stakeholder groups and
seeks to galvanise associated entities responsible for the province's
communication. The Mpumalanga Provincial Government, the Mpumalanga Economic
Growth Agency (MEGA) and the Mpumalanga Tourism and Park Agency (MTPA) and the
private sector under a single brand positioning.
The new brand connects with the growth sectors of the provincial economy,
which are tourism, investments in forestry, petrochemical industries,
agriculture and agro-processing amongst others. The premier said an effective
branding strategy will enable the public and private sector to develop and
communicate a consistent set of messages that attract the target audience, and
create confidence in what the brand represents with respect to delivery
promise, credibility, and expectation of performance. He added that the new
brand represents a mark of integrity and reputation that government is offering
the public.
Explaining the new pay-off-line, (Mpumalanga-A Pioneering Spirit), Makwetla
emphasised that Mpumalanga represents a spirit of people who have historically
displayed the capacity to think big as demonstrated through, among others, the
late 1880s gold rush in Barberton and early conservation movements that led to
the establishment of the Kruger National Park in 1828.
According to Makwetla, Mpumalanga's history places it as a place of firsts.
It is a place where life on earth began. It is a place of numerous kingdoms and
many frontiers. The 'can-do' and giving character of its people have fuelled an
entrepreneurial spirit and a pioneering history that can also be found in the
beauty of the place.
The province seeks a positioning that can motivate current and potential
citizens to continue being proudly Mpumalanga and investors and tourists to
consider us as a destination for business and leisure. Mpumalanga is where
everything that one needs is available; resources, power, workers and
infrastructure combine to create the best environment for business.
Its heritage, scenic beauty, exciting activities, tranquil evenings and the
perfect pace put you back in touch with yourself. Its lifestyle, multiple
cultures and attitude come together to support the values that create a
balanced life.
The province has appointed a coterie of pre-eminent ambassadors for Brand
Mpumalanga who agreed to take part in a promotional audio visual. These include
musicians Ray Phiri of the Stimela fame, Gospel star Rebecca Malope and
legendary Mirriam Makeba; and business leaders Lot Ndlovu, Dave Martin, Jan
Labuschagne, Jeremy van Niekerk and Dr Bandile Mkhize amongst others.
The second part of the ambassador programme will create a medium for Brand
Mpumalanga to facilitate the creation of brand ambassadors within the province.
These are individuals who will be taught to fully understand and express what
the province stands for, its economic strengths and key attractions.
Brand ambassador programme is an important channel between Brand Mpumalanga
and its ordinary citizens, transmitting knowledge about the brand and assists
in building a familiar rapport of the province at an institutional level and at
an individual level.
In conclusion Makwetla said: "We want to visit and interact with Mpumalanga
to have an experience of our energy, dedication and excellence that government
is able to offer. Our communities must also be the first to experience a better
life through a connection with the new brand"
Enquiries:
Ntime Skhosana
Premier's Spokesman
Tel: 013 766 2317
Cell: 082 496 6875
Email: ntime@prem.mpu.gov.za
Issued by: Office of the Premier, Mpumalanga Provincial Government
28 November 2007
Source: Mpumalanga Provincial Government (http://www.mpumalanga.gov.za)
