The new campaign follows on last year's My South Africa campaign and features new destination ambassadors: Khensani Nkosi, Andrew Desmet and Reuben Riffel.
The campaign, like its first phase last year, has numerous components. They include the destination brand television commercial that will be flighted on CNN International across its Middle East, Europe and Africa markets as well as destination vignettes that feature each of the ambassadors giving their own personal accounts of what it is, exactly, that makes South Africa an irresistible leisure destination.
The campaign also includes a website, www.mysouthafrica.tv where the ambassador vignettes may be viewed and where people may engage with each other about the destination, plan their ideal South Africa itinerary and get more information about visiting South Africa. Visitors may also build a personal profile, read more about the destination ambassadors and upload their own South African material for others to see on a website that's attractive, accessible and user-friendly. The website goes live on 26 June 26 2009 at about 2pm in South Africa.
The new campaign focuses its attention on the style, luxury and gastronomic delights of South Africa as Reuben Riffel (master chef based in the beautiful Franschhoek Valley) speaks about the pleasure derived from imaginative cooking using fresh, wholesome ingredients. It takes viewers into the heart of Johannesburg as Khensani Nkosi (founder and creative director of Stoned Cherrie) talks about how she finds her inspiration in the street-wise style of urban Johannesburg. And it takes viewers deep into the bush as Andrew Desmet (manager, guided activities at SANParks) speaks of the place he knows and loves best… the Kruger National Park.
The ambassador vignettes were all filmed on location in South Africa by CNN's Turner Commercial Productions.
The first phase of the campaign last year won the only gold award for media owners at the prestigious Internationalist Awards for Innovation in Media. This latest phase of the campaign, says Roshene Singh, CMO at South African Tourism, sticks to the winning formula of multimedia, textured and interactive communication.
“We're thrilled about the launch of this new series of commercials which demonstrate the innovation that can spring from true partnership like the one we have with South Africa Tourism”, commented Rani R Raad, SVP Ad Sales, CNN International. “The international recognition given to the first campaign is a testament of the success of this unique initiative and an acknowledgement of the dedication and creative expertise of our in-house creative unit Turner Commercial Productions, who have again worked with local South African crews to create this next instalment of the campaign, which is even more interactive and visually stunning”.
Singh says: “This campaign now brings added depth to our communication. It uses charismatic, well known South Africans who talk with excitement about our destination and their own personal passions. It gives the intimate endorsement that lives at the heart of our communication objectives, and that invites people to engage with each other and with us about our destination.”
“We are very excited about the new phase of the campaign. It is bold. It is colourful. It captures the spirit of our destination. We expect great things from this campaign, and we are delighted at the spirit of partnership and creative enthusiasm that has grown between ourselves and CNN.”
The vignettes may be viewed online at:
http://www.tcprods.com/clients/videos/Reuben_TVC.wmv
http://www.tcprods.com/clients/videos/Nkhensani_TVC.wmv
http://www.tcprods.com/clients/videos/Andrew_Web_Film.wmv
