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South African Tourism launches ‘Leave ordinary behind’ ad campaign

Followed by the TV campaign, Outdoor Advertising Professionals executes innovative outdoor campaign

BestMediaInfo Bureau | Delhi | January 31, 2012

South African Tourism has kick started its television, outdoor and cinema campaign in order 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 seconds advertisement captures an Indian couple who share their mesmerizing experience of travelling to South Africa. The commercial captures the phenomenal experience of adventure, nightlife, wildlife, luxury, wine route and beauty of South Africa. With this advertisement, South African Tourism is reaching out to numerous travellers through various entertainment and news channels.  Indian television has a lot of shows that have the potential to draw good viewership and South African Tourism is tapping this opportunity to draw more Indian tourists to the Rainbow Nation.

Along with its riveting television 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 of 452 media units covering an outdoor space of approx 1,90,000 sqft across 22 markets. The various media chosen for the campaign are 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 & 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.”

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 29.9% increase in Indian tourist arrivals to the country between Jan-September 2011 in comparison to the year 2010. South African Tourism is committed to bringing the best holiday experience to Indians so that more people travel to the Rainbow Nation.

The TVC:


The Outdoor Innovations:




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