France pushes for stronger business ties with SA

KEVIN MAYHEW TOP MULTINATIONALS and the French South African Chamber of Commerce and Industry (FSACCI) have joined forces in an intense communications campaign to increase awareness about the business and cultural environment of France in South Africa and throughout the African continent. France is presently one of South Africa’s biggest economic partners with Gallic foreign direct investment in South Africa estimated at around R32bn. The new campaign aims to further strengthen this long-standing bilateral trade relationship. The 2005 J’adore South Africa campaign, beginning this week, has been driven by the FSACCI, with strong support from the French embassy and sponsors representing the top echelon of corporate France on the African continent, says Philippe Pellegrin, chairman of the FSACCI. “The campaign provides an ideal launch pad for South African companies wanting to branch out and create opportunities for business growth and build alliances with French companies,” he explains. One of the key corporate supporters is Bureau Veritas, along with Air France, Calyon Corporate and Investment Bank, INCA, Total, Peugeot and Renault. The campaign will use strong media awareness and French business and culture-linked events to reach the continent’s targeted business market.