Alfred Moselakgomo

Alfred Moselakgomo

Mpumalanga Premier Thabang Makwetla on Wednesday launched a new brand for the province.

It reads "Mpumalanga - a pioneering spirit" and replaces "The province of the rising sun".

Makwetla said the new brand, which shows the sun rising, was unveiled with a view to attracting more tourists, investments and enhancing communication with citizens on development and service delivery.

"This brand aims to encourage all three primary stakeholder groups and seeks to galvanise associated entities responsible for the province's communication - the provincial government, the Mpumalanga Economic Growth Agency (Mega) and the Mpumalanga Tourism and Park Agency (MTPA) - and the private sector under a single brand positioning," said Makwetla.

"It connects with the growth sectors of the provincial economy which are tourism, investments in forestry, petrochem, agriculture and agro-processing amongst others," he said.

Makwetla said an effective branding strategy will enable the public and private sector to develop and communicate a consistent set of messages that attract their target audience.

It is also aimed to create confidence in what the brand represents with respect to delivery promise, credibility, and expectation of performance.

Mpumalamga is a popular holiday and tourist destination.