Destination Marketing Organisation South African Tourism continues its global marketing campaign with the launch this week of a BBC World campaign that will promote the joys of visiting South Africa to more than 78 million weekly television viewers and web surfers across the world.The campaign has numerous elements: a series of destination vignettes, two television commercials and an online component where people can get, and give, as much information about destination South Africa as they like… material enough to feed a growing appetite for information about South Africa as a holiday destination.
Says Roshene Singh, Chief Marketing Officer at South African Tourism: “Promoting our destination on BBC World News enables us to reach our target travellers and showcase the wide variety of experiences that South Africa offers. We chose BBC World News because it delivers the global target audiences we need to reach - people with the interest to travel and with the income to invest in discovering new, different and interesting places.”
The BBC World campaign launches on October 17 with Journeys and Odyssey.
Journeys is a series of eight, 60-second vignettes that describe a range of different experiences that South Africa offers travellers. The experiences include stupendous safari experiences, breathtakingly beautiful self-drive holidays along hundreds of kilometers of magnificent coastline, and discovering the warmth and hospitality of South Africa’s many fascinating cultures, for example. This particular component of the campaign gives BBC World viewers an impression of the both the diversity and depth of unique pleasures on offer in South Africa.
Odyssey (a series of 90-second vignettes) features a number of well-known people talking about what inspires them about South Africa and why they keep returning to discover the fresh delights of the destination.
Both the Odyssey and Journeys vignettes will be broadcast in commercial airtime on BBC World News to audiences in Europe, Middle East, Asia Pacific, South Asia, North America, Latin America and South Africa. They will reach about 78 million viewers each week.
The Journey vignettes will also be shown on a BBC microsite, www.southafricanjourneys.com. Viewers will be asked to visit the website and vote in an online competition for their favourite destination experience. In doing so, they will put themselves in line to win the experience they voted for.
The partnership is an extension of a destination marketing agreement that already existed between South African Tourism and the BBC.
Sean O’Hara, Regional Sales Director, Europe, Central Asia, Africa and Latin America, BBC Worldwide Channels says: “We are delighted to further our advertising partnership with South African Tourism with this new campaign. We have tailored a campaign that meets South African Tourism’s objective of positioning South Africa as a top class travel destination.”