The International Marketing Council (IMC) of South Africa (Brand South Africa) has announced its new board of trustees, which promises to ensure that South Africans buy into and live the brand promise made in the country's international marketing campaign to achieve national economic growth.

The board believes its members' skills mix and vast experience gained in the private and public sectors will enhance its ability to take the South Africa brand promise, 'Alive with Possibility' to reality. The incoming IMC board of trustees operates under the executive authority of the Minister in the Presidency, performance management and monitoring, Collins Chabane and is chaired by Anitha Soni.

"The IMC Board of Trustees is honoured to be given an opportunity to make a voluntary contribution to our nation brand. We are committed to fulfilling the organisation's revised mandate and leveraging our cumulative strengths and expertise effectively," says Anitha Soni, newly appointed chair.

"Building South Africa's reputation in the international arena must be done with the overriding purpose of national economic growth in mind. To market South Africa successfully, and to achieve the growth objective, it is important to establish a link between the brand promise and its fulfilment.

"This can only be done if two conditions are met - the IMC has to reflect the will of the country, and the Council must ensure it obtains citizen buy-in on the brand promise. Only if these conditions are fulfilled will we be able to effect performance delivery on a national basis."

IMC Board Trustees:

Independent members

Ajay Gupta - chair of Sahara Holdings

Anitha Soni - tourism specialist, CEO ASA Tourism Services Group, director of companies - Women in Tourism & Hospitality, Utembezi Investments & ProServ South Africa.

Brenda Madumise - non-practising advocate with business experience and a director of a number of private companies

Dr Danny Jordaan - CEO of the 2010 FIFA World Cup Organising Committee South Africa, organiser and marketer of the South African brand

Esa Yacoob - Western Cape tourism expert

Happy Ntshingila - communication and marketing specialist and group executive for marketing and communication at Absa

Dr Judy Dlamini - businessperson, CEO and chair of Mbekani Group

Lucas Radebe - SA Tourism's 2010 Brand Ambassador, successful businessperson, accomplished soccer player and philanthropist

Sandile Zungu - chair of Zungu Investments Company (Zico), chair: Aflease Gold, non-executive director: SARHWU Investment Holdings, Viamax Fleet Solutions, Uranium One Africa and KwaZulu-Natal Growth Fund

Vusi Mvelase, director of Vusi Mvelase and Associates

Wayne Morris - founding partner and MD at Growth Strategy and Engagement Corporation

Welcome Msomi, an internationally acclaimed playwright, choreographer and director

Zizi Kodwa, political communication and campaign specialist- current spokesperson for the ANC President

Provincial representatives

Alan Winde (Western Cape), MEC for Finance, Economic Development and Tourism

Chichi Maponya (Gauteng), MD of Maponya Group

Itumeleng Victoria Moloi (Free State), Director for Local Economic Development and Tourism at Fezile Dabi District Municipality

Kenosi Vanessa Meruti (Northern Cape), Commissioner - Commission for Gender Equality

Lefty Mogorosi (North West Province) businessman, president of the North West African Chamber of Commerce, council member of the South African Chamber of Commerce and Industry (SACCI), member of the Provincial Anti-Corruption Forum and member of the North West Provincial Economic Advisory Council

Mathipe Orcillia Moganedi (Limpopo), businessperson in retail, media, IT, mining and communications sectors

Neela Hoosain (Eastern Cape), has served as MEC for Education, Member of the Provincial Legislature, Deputy Chairperson of Chairpersons, Whip and Deputy Whip in the legislature

Sydney Kunene (Mpumalanga), director of NAFCOC Investment Holdings, member of the NAFCOC National Executive Committee; member of the provincial government BEE Advisory Committee

Thabo Mhlongo (KwaZulu-Natal) businessperson with interests in tourism

Government representatives

Dr Ayanda Ntsaluba, Director-General of the Department of International Relations and Cooperation

Themba Maseko, CEO of the Government Communication and Information System (GCIS)

Tshediso Matona Director-General of the Department of Trade and Industry.