South Africa Tourism goes outdoor to welcome the Indian traveller

DDB MudraMax excuted a national OOH campaign that captures the diverse experiences like adventure, wildlife, luxury among others on offer in the Rainbow Nation

BestMediaInfo Bureau | Mumbai | February 17, 2014

South African Tourism (SAT), over the years, has witnessed a tremendous increase in Indian tourist arrivals to South Africa. It has appointed DDB MudraMax as its outdoor advertising partner for brand building efforts in India.

Given the importance of Indian market in SAT's global tourism growth strategy, the DDB MudraMax team was briefed to roll out an innovative outdoor campaign to position South Africa as the most preferred destination among potential Indian travellers besides extending their brand marketing outreach to a larger mix of traveler segments across key markets.

The team came out with innovative and compelling ideas like creating skydiving, river rafting, giraffes, whales and penguins. The creatives of the outdoor campaign capture the diverse experiences like adventure, wildlife, luxury among others on offer in the Rainbow Nation.

The campaign 'Meet South Africa' commenced last month across 22 cities in India. The outdoor outreach targeted all major metros as well as key Tier II cities like Pune, Ahmedabad, Goa, Chandigarh, and Kochi amongst others. The campaign includes a media mix comprising large format hoardings, bus shelters, mobile vans and ambient media like malls to further enhance consumer outreach.

Hanneli Slabber

Hanneli Slabber, Country Manager, South African Tourism, said, "The travel segment in India is evolving with increasing number of travellers looking out for unique experiences at their holiday destination and planning their own itineraries tuned to their specific interests and preferences. Our 'Meet South Africa' campaign aims to give a glimpse of the distinctive and varied activities we have on offer to suit the wide-ranging demands of Indian travellers.”

Slabber added, “We have already received a lot of inquiries for the adventure experiences such as skydiving and river rafting showcased through our campaign. Engaging with our audience remains our key focus and we hope to build an aspiration in the consumer's mind to not just visit South Africa, but to meet our spectacular country and innumerable experiences through this magnificent campaign. The remarkable growth in visitor arrivals from India is highly encouraging and we hope to continue this trend from newer markets and traveller segments in the country.”

Mandeep Malhotra

Mandeep Malhotra, President, DDB MudraMax Outdoor, Retail and Experiential, said, “We have enjoyed an engaging relationship with South Africa Tourism. It is a brand that thrives on imagery and experience. Most consumers have pre-conceived notions about certain countries. Since many of them think South Africa mainly offers safaris, we want them to know that there's much more than that. This simple yet effective campaign has opened travellers' eyes to other opportunities that SA has to offer showcasing all options available.”

The OOH:

Credits:

DDB MudraMax

Office Head: Mandeep Malhotra

Head - Ideas & Planning: Aneil Deepak

Business Head: Vijay Jain

Creative Head: Gaurav Kamath

Account Management: Raza Syed

Account Planning: Shravan Dubey & Chirag Jain

Manager Brand Communications, Planning: Arjun Vednayagam

Creative Team: Harsh Agarwal, Malayil Daniel, Sachin Adsul, Shrishma Shetty, Anagha Nimbulkar

Operations Team: Chirag Jain

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