The Coega Development Corporation is the operator of the first and largest IDZ in the southern hemisphere with 9,003 hectares of land, and one of the first Special Economic Zones (SEZ) in South Africa, the Coega SEZ. CDC’s vision is to be the leading catalyst for championing socio-economic development. It seeks to achieve this through the development of the Coega SEZ, a transhipment hub and leading investment destination in Africa, providing highly skilled competence and capacity for the execution of complex infrastructure and related projects throughout South Africa and selected markets on the African continent, and advisory on the development of industrialisation and logistics zones. The CDC’s advanced capabilities are successful enablers in economic zone development and management, real assets management, infrastructure planning and development, and technology integration while realising related socio-economic impact areas such as skills and SMME development. The foundational culture of the CDC’s approach, backed by core values, is innovation and continuous improvement.
As the Strategic Advertising, Marketing and communications service provider for CDC, our task was to oversee all internal and external communications areas, emphasising investor promotion. A collaborative effort with the CDC communications team, our work extended to developing and managing all strategies and the below-the-line, above-the-line, and through-the-line advertising campaigns based on specific phases of the project with some strategic solutions, including campaigns and various digital tools.
The ‘Dawn of a New Era’ campaign established the CDC and Coega IDZ as the new investment destination in Southern Africa. This strong emotive theme embodied the symbol of hope, prosperity and growth, which drive the CDC narrative forward.
The ‘Right Place, Right Time, Right choice’ campaign established the Coega IDZ as a one-stop shop for investors. This powerful statement has since become the positioning statement that communicates Coega SEZ’s current value proposition.
The Coega SEZ’s 3D Interactive Virtual Map developed with our JV partners RRZ Innovations gives investors and other stakeholders access to the lay of the land at their fingertips, wherever their location. The aim was to create a tool that captured information customised for optimum lead generation.