Marketing Mavericks: South African Tourism’s Mosilo Sofonia

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Marketing Mavericks was a supplement in the latest mag, featuring some of Australia’s most daring and bold marketers. Today, we’re bringing you the head of South African Tourism’s Australiasia hub Mosilo Sofonia.

Measured Nando’s Fan

An econometrician by trade, a love of South Africa and all its beauty lead Mosilo to take on a role as the head of South African Tourism’s Australasia hub. A position she has held for two years now, Mosilo attributes her comfort of going against the grain, intuition and “sometimes questionable disposition” of risk-taking to what makes her the successful marketer she is today.

I didn’t always want to be a marketer. When I was younger, I wanted to be a kindergarten teacher. I’m actually a qualified econometrician. Truth be told, marketing found me. The best piece of advice I’ve ever received is “what is yours will find you”, and I think that accurately reflects my career as a marketer. I love South Africa, and so fortunately for me, as the head of South African Tourism in Australasia, the product at hand is an easy (and natural) sell.

I’m also lucky I work with a great team at South African Tourism who have done some amazing campaigns. One of my favourites I’ve worked on would be ‘Choose Your Own (G) Adventures’ – in partnership with wholesaler G Adventures. We sent six leading Australian influencers along with a photographer/videographer to undertake a G Adventures trip with a twist. It was a truly
standout campaign.

A brand I love that isn’t my own is Nando’s in South Africa. They are so relevant, quick, agile, cheeky and in tune with their South African audience. Anytime anything makes headlines, goes viral or simply catches South Africa’s attention, you are guaranteed to wake up to the funniest yet spicy ad that’s somehow so on brand and still ties back to their
yummy chicken.

What always works, what doesn’t?

What works? A tub of cookies ‘n cream ice-cream! What doesn’t? Trying to do everything on your own.

The most regrettable thing you’ve ever eaten?

A good friend once made me the most atrocious steak, which was smeared with peanut butter. Terrible!

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acoustic marketing mavericks Mosilo Sofonia