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Bloemfontein Celtic Football Club's green-and-white striped colours wooed tourists attending this year's Tourism Indaba in Durban.
More than 12000 people descended on the city of Durban to attend the event, which ended on Tuesday.
Though 1680 exhibitors attended the show, it was Free State Tourism Authority's stand that attracted the attention of the tourists at the indaba.
Thanks to the colours of the province's soccer team, Bloemfontein Celtic.
Kehotso Thole, general manager of marketing, for Free State Tourism said they used the club's colours because they have become a brand associated with the province.
"Everybody knows Bloemfontein Celtic, so we decided to use the brand to promote our province," he said.
The team's vociferous supporters, Siwelele, are known for their enthusiastic singing throughout football matches - even when the odds are against them.
Thole said the response they received at the indaba was overwhelming.
"We used the chance to tell foreigners about the team and other brands that they can find when visiting our province and I believe it worked."
He said the team was part of their marketing strategy because they are trying to create and capture the people's attention to know more about the province and what it can offer to domestic and international tourists.