The document discusses South Africa's efforts to brand itself as a touristic country. It analyzes South Africa's initial identity elements promoted in ads, such as its natural attractions and hosting of the World Cup. Feedback was largely positive but noted safety concerns. To address this, South Africa launched a new ad campaign with the provocative title "Never road trip to South Africa, it's not safe." The ad showed a woman traveling safely alone across the country. This new approach succeeded in reducing the gap between South Africa's desired identity as a tourist destination and outsiders' perceived image of its safety.

2. Prepared by:
1- Ahmed Mohamed Abd Elhalem
2- Ahmed Medhat Mohamed
3- Ahmed Emad Abd Elfattah
4- Mohmed Ahmed Gamal
5- Sherif Ahmed Ibrahem

3. South Africa Branding

4. (Spectacular South Africa)

5. South Africa Identity
South Africa wants to brand itself in this
ad as a TOURISTIC country

6. Touristic Identity Elements
- The biggest open zoo in the world with
a huge number of species

7. Touristic Identity Elements
- The wonder of natural places and
creatures

8. Touristic Identity Elements
- Using world cup event

9. Touristic Identity Elements
- Cape Town as the best city in the world
in 2011

10. Touristic Identity Elements
- Large number of hotels

11. Touristic Identity Elements
- Respecting different cultures

12. Touristic Identity Elements
- Also it presents the economic strength of
the country

13. South Africa Image
Image perceived:
We found that a large
number of positive
feedbacks agreeing
with the identity and
hoping to visit or revisit
the country

14. South Africa Image
But we noticed that:
The only problem that present in some
comments is safety insufficiency

15. South Africa re-identity
So South Africa made a new ad carrying
a strange attractive title
(Never road trip to South Africa,
it’s not safe
(they said)…

16. South Africa Branding
(Never road trip to South Africa, it’s not safe (they said)…

17. South Africa re-identity
Here we can notice that, Tourist is a
women and along the ad is moving
in different places lonely in safe

18. Do you think that’s fake?!
that’s appeared in this reply
when someone asked :
( why it not safe?! )

19. Do you think they succeeded?!
By measuring the
total responses, we
found that, this ad
succeeded greatly
in decreasing the
Gap between
the Identity wanted
and
the Image
perceived

20. South Africa Branding