The IMC is often referred to as Brand South Africa and, as an agency of the Presidency, is custodian of the South African national brand.
The launch of the Fly the Flag Friday's initiative follows a speech to the nation by President Jacob Zuma on Monday 12 July 2010 in which he said, "The Football Friday campaign became highly successful. South Africans from all occupations proudly wore national colours every Friday. It was a meaningful collective experience of a lifetime. Government is working on a programme to thank South Africans and to harness this spirit of a common nationhood and social cohesion."
"The first Fly the Flag Friday activation is scheduled for this coming week," said IMC chief executive Miller Matola. "On this day, South Africans are encouraged to continue the celebrations by wearing the colours of the flag, to keep flying the flag on their vehicles and at their homes and offices and to actively embrace the spirit that has been created during this full colour African world cup."
Ways to participate
A restaurant in the Natal Midlands run by husband and wife team, Peter and Cathy Hall (he's the bear, being 'bear-shaped' he says, while she's the chef), the Cooking Bear is not a big brand in a South African context, but is well-known among travellers to this beautiful region.
It has become the latest South African concern to join the Keep Flying campaign; an initiative, which encourages South Africans to unite behind the country's flag after the final whistle was blown at the 2010 World Cup.
In addition to adding the campaign's logo to their web site and their newsletters, Hall said he, his wife and their small team will be taking a moment every day to reflect among themselves what makes them proud to be South Africans, and why they believe the country can achieve anything.
"My list is already long," he said. "For example, South Africa commissioned a slew of stadiums and built them on time; Wembley Stadium in the United Kingdom was delivered over two years late with huge cost overruns. Be proud South Africa."
Any company - large or small - wanting to incorporate the Keep Flying initiative into their own marketing campaigns can obtain the necessary artwork and accompanying details by visiting www.keepflying.co.za.
