South African Tourism launches 11-city ad campaign

South African Tourism launches 11-city ad campaign

Author | exchange4media Mumbai Bureau | Friday, Mar 30,2007 9:40 AM

South African Tourism launches 11-city ad campaign

South African Tourism has undertaken a national advertising campaign to lure the Indian traveller. The campaign will kick off in 11 cities across the country in four different languages through newspapers, magazines, outdoor hoardings and in-cinema media. The South African Tourism Head Office in Johannesburg is handling the creative and media of the campaign.

Lance Littlefield, India Country Head, South African Tourism, said, “India is an important and growing market for South Africa. We believe that South Africa is uniquely placed to offer a wide spectrum of experiences to travellers from the sub-continent. The rich culture, wildlife, natural beauty, relaxation, shopping, amusement, entertainment and business needs of travellers can be fulfilled during their visit to South Africa. The advertising campaign will highlight all these wonderful aspects of this exciting country.”

The campaign focusses on four aspects of holidaying in South Africa — wildlife safari, scenic beauty, lifestyle experiences and world-class shopping.

Highlighting the current trends, Littlefield added, “Research has shown that overall, Indian travellers were more than satisfied with their South African experience and a good percentage of them plan to return for a second holiday. Indian travellers primarily focus on wildlife safaris, visiting destinations of natural beauty, shopping, amusement and entertainment during their visit to South Africa. We are extremely delighted that South Africa has arrived not only as a globally hot and happening destination, but also as one that Indian travellers are beginning to notice in a big way.”

As per the latest research conducted by South African Tourism, October 2006 saw an increase of 31.9 per cent in tourist arrivals, as compared to October 2005. The growth from January to October 2006 was 18.9 per cent as compared to the same period last year. Provisional year-end results show a 23 per cent growth.

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