South African Tourism has confirmed Coyne PR will act as its new public relations agency of record.

Coyne PR’s Travel & Hospitality team, whose clients include Disney Parks and Resorts and Hard Rock Hotels & Casinos, will manage and execute an integrated marketing and PR campaign to promote travel to South Africa.

South African Tourism has charged the team at Coyne PR with spotlighting the country’s scenic beauty, diverse wildlife, kaleidoscope of cultures and heritages, the great outdoors, sport and adventure opportunities, eco-tourism and conference facilities.

Education will be the cornerstone of the South African Tourism PR campaign in the US, showcasing an incomparable array of activities and adventures not available anywhere else in the world.

Ultimately, the agency will seed curiosity and interest in Americans, driving value-for-money offerings and creating the urgency to travel to South Africa while conveying the message that “It’s possible”. 

Coyne PR also have a hard act to follow, with South Africa Tourism already recognised as Africa’s Leading Tourist Board by the prestigious World Travel Awards.

“We are thrilled to be working with South African Tourism to promote travel to such an incredible country,” said John Gogarty, executive vice president of the travel & hospitality team at Coyne PR.

“This opportunity is unique and particularly exciting for the team because we’re not just looking to generate buzz for a destination, but to create a real connection between American travellers and South Africa, its culture and diverse experiences.”

South African Tourism is working with the agency to finalise a comprehensive program to educate American consumers and press on South Africa’s many attractions and experiences.

The campaign will seek to develop a distinct and compelling persona for South Africa that is recognizable and relatable to Americans, and will be supported by consumer and trade events, media tours, sponsorships, partnerships, and news bureau services throughout the year.

“We are pleased to welcome Coyne PR as our agency of record,” said Sthu Zungu, president of South African Tourism for North America.”

Head over to the South Africa Tourism website for more information.