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South African Tourism launches unique marketing campaign

26-January-2006
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South African Tourism launches unique marketing campaign

In a unique marketing campaign, South African Tourism has tied up with Inox, the leisure multiplex, for a month-long promotion campaign, which will coincide with the release of Aamir Khan starrer ‘Rang De Basanti’.

Starting January 26, Inox will be drenched in South African mystique. Audiences will be treated to the delights that South Africa has to offer. Cartoonist and tattoo artistes will ensure visitors take a little piece of South Africa home with them. A Hot Seat has also been designed where one can win an instant prize.

During this month, the South African magic will envelop everyone at Inox – on popcorn boxes, on the big screen and everywhere one looks the multiple facets of this extraordinary country will come alive.

The activity also involves an association with the much awaited ‘Rang de Basanti’. South Africa has bought out six entire shows, and these tickets will be given free in lucky locations across the city, coffee shops, corporate offices and even just on the street.

For the campaign, South African Tourism has also roped in 30 Café Coffee Day outlets in the city where one would be greeted by attractive tent cards with South Africa branding and an exciting, interactive contest. The contest revolves around South Africa as the perfect summer season getaway, emphasising on the hospitality and vitality of this wild locale and patrons could win a free ticket to watch ‘Rang de Basanti’ or even a holiday in South Africa.

Said Lance Littlefield, Country Manager, India, “South Africa is clearly growing into a preferred destination, with over 40,000 visitors travelling from India every year. This promotion in Inox is another way to allow more people from India to enjoy a first-hand personal experience with a country that is closely connected to it in many ways – by sport, culture and trade.”

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