The Brighter Group has been awarded the UK PR contract for South African Tourism following a competitive tender process.

The agency will deliver a strategic communications campaign targeting key traveller segments to further drive visitor numbers to the destination. 

The strategy will support South African Tourism’s over-arching global goal of attracting five million additional tourists within the next five years, starting this year.

Established in 1995, the Brighter Group specialises in public relations, representation, MICE, trade marketing and integrated digital campaigns.

The agency has a client base ranging from tourist boards to airlines, tour operators, hotels and car rental companies.

In addition to implementing a multi-media PR programme for South African Tourism, the agency’s remit will include an increased focus on the UK travel trade and strengthening relationships with key trade partners.

South Africa has enjoyed strong growth in visitor numbers in recent years, and a high profile in the UK market both among consumers and the travel trade. 

The Brighter Group is tasked with promoting greater destination awareness and maintaining the UK as the number one source of international arrivals into South Africa.

The PR strategy will build on the #wowSouthAfrica global positioning and will highlight core destination themes including the country’s stand-out wildlife, beautiful scenery and its friendly and welcoming people. 

A key focus for 2017 will be the opening of the Zeitz Museum of Contemporary Art Africa at the V&A Waterfront in Cape Town this September. 

The new venue will be Africa’s first major museum of contemporary art, positioning Cape Town as a prominent arts and culture destination. 

Additionally, 2018 is set to be a momentous year for the country of South Africa with the Nelson Mandela Centenary marking 100 years since his birth.

The Brighter Group will maximise around the opportunities afforded by this special year of events and celebrations.

Debbie Flynn, chief executive, The Brighter Group, commented: “We are delighted to be working with one of the world’s leading tourism destinations – a country on everyone’s bucket list! 

“We are greatly looking forward to working with the South African Tourism team to build on the country’s positive profile, continue to grow visitor numbers and further cement its position as a true ‘must visit’ destination.”