South African Tourism has kicked off an initiative in the run-up to 10 years of freedom. The organisation has planned several events and activities, including the ‘Come and Play in South Africa’ campaign. TBWA Mumbai has bagged the advertising responsibilities for this campaign. The three-month project is pegged at Rs 4 crore.
The objective behind this campaign is to increase awareness of various characteristics about South Africa among Indian tourists. The campaign aims to establish that there is more to South Africa than wildlife and safaris.
Confirming the development, Kurien Matthews, Director, TBWA\India remarks, “We are delighted to be associated with this initiative, and South African Tourism. On a larger scale, the initiative helps India and South Africa become closer.
“This has special importance to us as an agency. One of the first assignments we did as a fledgling agency in 1988 was posters for the movement ‘Free Nelson Mandela’. Suresh Kalmadi was coordinating that effort. I was personally involved with that, which makes this exercise even more special after all these years.”
TBWA presented several ideas to South African Tourism, which, Matthews informs, where accepted well by the organisation. He says, “We did two things. One, we created the theme of ‘Come and Play in South Africa’. Second, we recommended that we use Mandira Bedi as the Brand Ambassador, given her association with South Africa during the Cricket World Cup. The theme and the idea of using Mandira Bedi is a terrific combination.”
As per Matthews, the campaign is already created and the agency is now executing the various elements across media, including print, radio, DM and Internet. They are also planning various events and the PR.
About his expectations from this project, he comments, “We are bullish about the results ‘Come and play in South Africa’ will deliver. Depending on that, there is a chance that our work with SAT will get extended. In any case, we are in dialogue with them about other activities they are planning.”