'My South Africa Essentials' free iPhone app launched

Created for South Africa Tourism, it marks a milestone for the business as the first App CNN has created for an advertising client and a decisive step by South African Tourism into the interactive mobile App space.

It enables iPhone and iPod touch users to access detailed city guides, interactive maps and travel advice as well as World Cup information and updates while on the move. Additionally, it lets users share information via mySouthAfrica.tv where they can upload pictures, video, send postcards and stories about their experiences of South Africa and the road to World Cup 2010. It is an easy, engaging way for citizen journalists to be part of the conversation around the largest football event in the world.

The launch is the next phase of the award-winning 'My South Africa' brand campaign which CNN launched two years ago to raise the profile of South Africa to business and leisure travellers in the lead up to World Cup 2010.

Rich, engaging content

“The launch represents a step-change in how we work with advertisers to deliver innovative extensions of a concept which has already delivered many ‘firsts',” commented Rani R Raad, senior VP, advertising sales, CNN International.

“As an in-house commercial team, it's great to be able to take on the most creative of agencies and capitalise on harnessing the concept into a highly relevant application around the biggest football event in the world. We look forward to seeing this App take the brand engagement potential to new heights.”

William Prince, global manager, e-marketing, South African Tourism said, “This new iPhone application allows South African Tourism to offer rich, engaging content that is very specific to the users and presented in a new and dynamic way. The content is fresh, accurate and appropriate for those travelling to South Africa for the 2010 FIFA World Cup and allows the users to share all their stories and experiences straight from the iPhone.

"The city guide, the FIFA information and all of the additional functionality that the application offers, takes our brand to a whole new level. We're very pleased and excited about the opportunity to do this and to extend the campaign into the pockets of our consumers.”