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.”