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South African Tourism kick-starts annual cinema campaign

The 60-second ad captures activities, destinations and travel experiences one look can forward to in South Africa, and is being screened across leading multiplexes and cinema halls

BestMediaInfo Bureau | Delhi | December 9, 2011

South African Tourism has recently launched its annual advertisement campaign in order to promote the destination in India. The 60-second ad captures various activities, destinations and travel experiences that one look can forward to in South Africa, and is being screened across leading multiplexes and cinema halls. It is a nationwide campaign undertaken across seven key markets in India for a period of six weeks.

The creative agency is a South African based agency called Gloo.

The ad will be featured during big banner Bollywood movies like ‘Dirty Picture’, ‘Ladies Vs Ricky Behl’ and Karan Johar’s ‘Agneepath’, ‘Don2’ that have the potential to draw big crowds.


Commenting on the campaign, Hanneli Slabber, Country Manager, South African Tourism, said, “Given the fact that Bollywood movies  are one of the strongest consumer influencers and attention drawers, it is the best time to leverage the medium to launch an  advertising campaign. It is also an appropriate time to start an annual campaign of this scale, with the New Year round the corner, a time when people are planning to go on holidays or keep aside a budget for summer holidays. South Africa as a destination is a complete family package; the nation provides various forms of activities and travel experiences for every age group. Our advertisement has been able to brilliantly capture the same. We are confident that the advertisements will definitely tempt the Indian audience to consider a holiday in South Africa.”

As a destination South Africa has grown to become one of the most popular destinations among Indian tourists. South African Tourism has witnessed an exceptional 22 per cent increase in Indian tourist arrivals between January-July 2011. July witnessed a total of 8,609 Indian travellers visiting the rainbow nation compared with 7,043 in July 2010. There has been an overall increase of 38.2 per cent in Indian arrivals between January-July this year vis-Ă -vis the previous year with 52,588 Indians visiting the country. South Africa saw more than 8 million tourist arrivals (8,073,552) in 2010, compared with just over 7 million (7,011,865) in 2009.


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