The International Marketing Council of South Africa (IMC) and the US Commercial Service of the US Embassy are undertaking a branding, trade and investment mission to the US during the course of June.

Speaking to Engineering News Online yesterday, IMC public affairs manager Kaamini Reddy said that the mission, which was announced at a function in Johannesburg last night, will run from June 12 to 18.

She said the objective is to increase awareness of opportunities available in South Africa to key thought leaders in the US.

It will aim to market South Africa’s economic and political stability; encourage trade and investment in South Africa; highlight new emerging business opportunities and markets; encourage further trade between the US and South Africa; and reinforce the image of the country as a tourism destination of choice.

A number of established South African businesses are involved in the mission, including Grintek, African Rainbow Minerals and the JSE Securities Exchange itself.

There will also be representatives from the Coega Development Corporation, Arivia.kom, Distell and Wines of SA.

“The larger more established businesses have each sponsored a black economic empowerment (BEE) company at a fee of $6 000 dollars, in order for the BEE company to be a part of the mission,” said Reddy.

US companies that have offices in South Africa such as Pricewaterhouse Coopers and Goldman Sachs will also be accompanying the mission in order to boost South Africa’s investment potential by alleviating fears of the perceived red tape in this country.

Sectors that are involved include investment, tourism, information technology, mining and the wine industry.

Business luminaries such as African Rainbow Minerals’ Rick Menell and the Industrial Development Corporation’s Wendy Luhabe, will also participate.

The Department of Trade and Industry and South African Tourism are supporting the project.

The three cities in the US to be visited are New York, Chicago and Atlanta.

The delegation will attend a breakfast event at the New York Stock Exchange on Monday, June 14, which will be followed by an investment conference focusing on the marketing angle of the event.