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FCB Joburg Helps SA Tourism Take INDABA to New Heights

Press Release - Johannesburg, 09 June 2016

Johannesburg, June 9, 2016 – Hot on the heels of successfully delivering on its first outing at Meetings Africa, FCB Joburg has helped South African Tourism notch up another major success, INDABA 2016.

Africa’s top travel trade show – as well as a gathering of Africa's tourism leaders, policy makers, global buyers and travel media – INDABA provides a world-class platform for tourism service and product providers on the continent to interact with potential buyers from around the globe. This year, it attracted exhibitors from 17 countries and some 7,292 delegates.

While the physical exhibition is an important attraction, the networking opportunities afforded by the show are the most important gauge of its success each year. Some 14,000 individual meetings took place during Tourism INDABA 2016 – that’s 3,000 more than last year. South Africa’s Minister of Tourism, Derek Hanekom, was pleased with both the quantity and quality of these interactions, saying that they were an indication of the contribution tourism makes to the economy of the continent, with INDABA as the catalyst.

FCB Joburg’s role was to assist SA Tourism and its other partners to pull together all the elements that make the show one of the top three “must visit” events of its kind on the global calendar. Its responsibilities included media strategy, planning, buying (through a partner); project management; public relations; production; photography and video production; design and DTP, including the adaptation of existing creative concepts and developing new collateral; and activations. Over and above this, the agency developed full digital content and staffed a newsroom running full traditional and social media for the event.  

Importantly, FCB Joburg also took on event management for the show, and conceptualized and staged the opening and closing networking events that enabled SA Tourism to deliver on its commitment to facilitate exhibitor-buyer interaction. FCB Joburg also assisted SA Tourism to secure CNN’s Richard Quest as host of the media talks.

Another important element of INDABA 2016 was the Developmental Zone, showcasing 70 Small, Medium and Micro-sized Enterprises (SMME) services and products in the Hidden Gems exhibition.

Acting Chief Executive Officer at South African Tourism, Sthembiso Dlamini, said: “The importance of the INDABA as a global platform for SMMEs cannot be emphasized enough, as it adds to strengthening our domestic tourism offering. It is therefore gratifying to see that some of the SMMEs that we brought to INDABA 2016 signed deals at the event.”

“It’s an honor and a privilege to work on such an event for a client that is so passionate and committed to the business success of South Africa, and the continent as a whole,” said FCB Joburg managing director, Thabang Skwambane, who – like the rest of the FCB team – traveled to the Inkosi Albert Luthuli International Convention Centre in Durban. The team had put in 20-hour days during the weeks leading up to the show and the show itself, to ensure that everything ran smoothly.

“We’re delighted to have made our contribution to INDABA 2016’s success. The team worked tirelessly for seven months to bring it to fruition, and I must commend everyone for their professionalism and enthusiasm,” continued Skwambane. “Buoyed by our performance in Durban earlier this month, we cannot wait to begin rolling out the next phase in our marketing vision for tourism in our country. Watch this space.”


About FCB

FCB (Foote, Cone & Belding) is a global, fully integrated marketing communications company with a heritage of creativity and success dating from 1873. Based on a deeply developed understanding of diversified local markets and global cultures, FCB focuses on significantly changing consumer behavior to the benefit of its clients, its people and society. With more than 8,000 people in 109 operations in 80 countries, the company is part of the Interpublic Group of Companies (NYSE: IPG). Learn more at and follow us on Twitter and Instagram (@FCBglobal) and Facebook (FCB Global).