Top Story

e4m_logo.png

Home >> Out-of-home >> Article

South African Tourism launches #MeetSouthAfrica campaign

10-February-2015
Font Size   16
Share
South African Tourism launches #MeetSouthAfrica campaign

To attract more and more Indian travellers to the country, the South African Tourism has unveiled an outdoor advertising campaign, #MeetSouthAfrica, which depicts the unique experiences on offer in the sub-continent.

The campaign outspreads to 14 metro and tier-II cities in India such as Mumbai, Kolkata, Ahmedabad, Delhi, Noida, Gurgaon, Jaipur, Chandigarh and Bengaluru, among others.

In an endeavour to resonate with Indian travellers, the creative executions of the #MeetSouthAfrica campaign has been customised with the use of one-liners in local languages. The eye-catching creatives have been designed and executed by DDB Mudra Max.

The visuals integrate the underlying essence of the campaign through illustrations on adventure, scenic beauty, wildlife and luxury experiences on offer in the Rainbow Nation. The campaign includes media mix, comprising large-format hoardings, bus shelters and ambient media such as malls in strategic locations to further enhance consumer reach.

“Outdoor advertising is one of the strongest mediums of gaining widespread access to the nation’s holiday-seekers. This year, we have customised our outdoor campaign to make it more local by highlighting South Africa’s unique experiences in local languages in a contextual manner,” said Hanneli Slabber, Country Manager, South African Tourism.

She added, “The idea came from the insights that we gathered during our interactions with Indian travellers, who after their visit to South Africa could best express their experiences in their mother tongue. Taking a cue from this, we thought of bringing alive emotions that resonate with our customers at a regional level to draw a stronger connect with potential travellers. We have also added some innovations in our outdoor creative work to demonstrate South Africa’s distinctive, spectacular and high-quality tourism products and experiences that are amongst the world’s finest.”

Slabber further said, “With the evolving preferences of Indian travellers, South Africa is the ideal destination that has something to offer to suit every traveller’s needs. The research undertaken in the Indian market has given us key insights on travellers here and all our tourism products are well-crafted to cater to their discerning demands. Engaging with travel enthusiasts remains our key focus and we hope to build an aspiration in consumers’ mind to not just visit South Africa, but to meet our spectacular country through this magnificent campaign.”


 

 

Tags

Karthik Raman, Chief Marketing Officer, IDBI Federal Life Insurance, on the brand’s unconventional approach to marketing and priorities for the next year

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Conceptualised and executed by WATConsult, the campaign focuses on how Lotus Make-up is an enabler for women from various walks of life

iProspect released the third annual 2018 Future Focus Whitepaper geared to examine how machines and technology will impact marketing and advertising in the year ahead

Mavcomm Consulting one of India’s leading Public Relations, Reputation Management& Brand Communications company today announced elevation of Pranjal Dutta to the role of CEO