Coega Development Corporation (CDC)
One of our highest achievements was is creating a strong brand identity for the biggest project in the country, the first and largest IDZs 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.
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 the development and management of all strategies and the below-the-line, above-the-line, and through-the-line advertising campaigns based on specific phases of the project.
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.
Services provided to the CDC include developing, along with our JV partners RRZ Innovations, strategic digital and online tools anticipated to position SEZ well in local economic development:
The Coega SEZ’s 3D Interactive Virtual Map gives investors, and other stakeholders access to the lay of the land at their fingertips, wherever their location. The approach to the user interface design focused on the overall feel and strategic application of the CDC brand and the possible stages of the investor decision-making process. The mission was clear, to create a tool that captured information customised for optimum lead generation.