In its ongoing commitment towards implementing world-class international tourism strategies in order to increase awareness and grow arrivals to destination South Africa, South African Tourism has kicked off 2007 by sealing a landmark deal with BBC World.
The deal is essentially an electronic marketing campaign, comprising advertising spots, commercial presentations and online. Components of the campaign were created in conjunction with a critically acclaimed BBC World client solutions team. It is scheduled to air across Europe, Africa and North America on BBC World, the BBC’s international 24-hour news and information channel from February to July 2007.
As part of the campaign, South African Tourism will also sponsor the vignette series Africa: Open For Business and advertise around key BBC World programming, including Click, the channel’s weekly technology programme; Talking Movies which covers reviews and recent developments in film, and extratime, a programme which interviews the biggest names in world sports.
The advertisements and commercial presentation will showcase destination South Africa as the ultimate break that breaks new ground to audiences in the UK, the Netherlands, France, Germany, and Italy in Europe, the US and Africa.
In May 2007, BBC World will also feature a South Africa Direct week, and will be focusing on the region in key programmes including Click, extratime and fast:track.
Kingsley Potter, Chief Marketing Officer of South African Tourism, explained that: “It makes good sense for us to associate with a wide variety of BBC World’s feature programming as it reflects the sheer variety of experiences that destination South Africa is able to offer its visitors. Furthermore, the strength and prestige of the BBC World brand underscores South Africa’s growing reputation as a highly appealing, top of mind destination for travellers across the globe.”
The brokering of this agreement is also significant in that it is firmly in line with South Africa’s Tourism Growth Strategy (TGS), which actively seeks to increase arrivals to South Africa from its core markets.
Commenting on the partnership, Jonathan Howlett, Director of Airtime Sales, BBC World said: “We welcome the opportunity to create this unique commercial solution for South Africa’s tourism brand. As the leading international channel for the second year in a row, BBC World is committed to global travel and tourism. BBC World is dedicated to maintaining its strong relationship with the African continent and is proud to be working with one of the region’s strongest brands.”