IMBIZO – A South African gathering for Event Management Companies
IMBIZO is a Zulu word for gathering and also the name of South African Tourism’s (SAT) recent showcase: a four-city road show for Australian Meetings, Incentives, Conferences and Events market. The Forum Group assisted SAT in managing and producing IMBIZO. Read our case study below.
Objective: To educate and immerse the Meetings, Incentives, Conferences, Events industry in the experience of South Africa and its new diverse offerings as a global meetings destination.
The key focus was to create an interactive and educational experience.
Strategy: To create a unique IMBIZO with a 
feel for the experiences that a delegate would have in South Africa.
Tactics: To transform an empty function space into distinct South African MICE encounters.
Guests were greeted by the memorizing voices a 24 piece choir singing lively traditional and modern South African music. Guests enjoyed South African flavoured canapés and wines.
From the pre-diner drinks area, guests were prompted to enter the ‘Stargazing Safari’ zone which was completely dark and only lit by subtle star cloth which covered all exposed walls. Unique sounds of the South African night noises were played subtly in the background.
Guests were required to spend 5 minutes at each of the 11 SAT partner stands to hear about existing and new venues, tours and DMC offerings. A loud elephant’s trumpet sound signaled the trigger to move to the next stand.
The main dinner area was transformed into a ‘Boma’ (campfire dinner) experience with a central campfire prop, long picnic style tables, wooden seating and reeds and plants placed around the room. The area was lit with warm ambers and red lighting to enhance the campfire feel. Delicious traditional Braai (South African Barbeque style) foods were served at all venues.
Results: A highly successful engaging and interactive event which provided Event Management Companies, Professional Conference Organisers, Incentive Houses, Meetings & Conference Managers substantial information to be able to on-sell the wonderful destination of South Africa.
A sensory experience of a South African IMBIZO to the Australian MICE market.
