'Hundreds Of Thousands’ Will Be Enticed

SA Tourism says its latest destination campaign will entice hundreds of thousands of overseas tourists to visit SA over the next few years.

The new campaign, which it says is a natural extension of the first phase ’20 Experiences in 10 days’ campaign that ran last year, is being flighted on BBC World and CNN International. It will launch soon on National Geographic. “When all these elements are in place, the larger campaign will reach more than a billion people a month,” says SA Tourism in a media statement.

The campaign features four couples, one each from China, Germany, Angola and Brazil, travelling through South Africa. “This campaign speaks to target consumers in their own languages, in Mandarin, Portuguese and German in the instance of this, the second phase, of the campaign. Strong online content creates talkability about South Africa,” says Roshene Singh, Chief Marketing Officer at SA Tourism.

“Our ambition with the campaign is quite simple. We wanted to use ordinary people to show how accessible our destination is; to show how much they enjoy the experiences South Africa offers. In using regular members of the public, we successfully position South Africa as accessible to billions of travel consumers the world over. Nothing is scripted and nothing is acted. It’s all real, spontaneous and authentic. We’re very proud of this campaign, and we are satisfied that BBC World and CNN International will take our message to the widest, and most appropriate global audiences,” says Singh.

The larger campaign will include special deals that will be accessible from SA Tourism’s website and in partnership with the travel trade in each of South Africa’s key markets.

The campaign can be seen on the South African Tourism homepage (www.southafrica.net).

Source: SA Tourism Update