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S Africa woos tourists with multi-media campaign

30-January-2012
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S Africa woos tourists with multi-media campaign

South African Tourism has kick started a television, outdoor and cinema campaign to promote the destination in India. Post the launch of its cinema campaign recently, South African Tourism has now entered the television and outdoor arena to popularise the destination among Indian travellers.

The 20- and 30-second ad captures an Indian couple who share their mesmerising experience of travelling to South Africa. The commercial captures the adventure, nightlife, wildlife, luxury, wine route and beauty of South Africa.

Along with its TV campaign, South African Tourism has also launched its outdoor campaign. Outdoor Advertising Professionals (OAP) has done the creatives and execution of the outdoor campaign. The scale of the upcoming campaign is spread across 16 types of media that comprises 452 media units covering an outdoor space of approximately 190,000 sq ft across 22 markets. The various media chosen for the campaign include billboards, backlit walls, bus shelters, cantilevers, glass façades, flagpoles, gantries, glow cubes, king-long buses, metro signage’s, pole kiosks, subway panels, skywalks, standalones, malls and airport displays.

Commenting on the campaigns, Hanneli Slabber, Country Manager, South African Tourism, said, “Given the fact that Indian television is one of the strongest consumer influencers, we wanted to leverage the medium with the launch of our television campaign. The commercial aims to demonstrate South Africa’s warmth and affability through the eyes of Indians who have experienced the country. They are real people telling their story in their own words and we hope that the Indian viewers can connect well with the ad. This New Year with our outdoor campaign we want to make South Africa top of the mind recall destination for everyone’s travel plans. With these two campaigns we want to intrigue desire towards the destination and aid brand recall towards South Africa. We are confident that the television, outdoor and cinema campaign will definitely tempt the Indian audience to consider a holiday in South Africa and enjoy varied experiences that the Rainbow Nation has to offer.”

South African Tourism has witnessed a 29.9 per cent increase in Indian tourist arrivals to the country between January and September 2011, in comparison to the year 2010.

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