Destination SA always better on the big screen

Roshene Singh, chief marketing officer at South African Tourism, says the cinema commercial campaign is part of the organisation's larger strategy to grow awareness about South Africa and boost visitor numbers over the next two to three years. It complements the global television campaign that is being flighted on global news networks to grow awareness of South Africa as a holiday destination and to grow foreign arrivals.

“The cinema campaign reaches global audiences who are well-disposed to long-haul travel,” says Singh. “These are consumers with sufficient income to travel and with a yearning to explore the world beyond the immediate environment of their own homes and cities. They are an attractive market segment for South Africa.”

The campaign targets cinemas in South Africa's key target markets and in cities that research shows are home to keen long-haul travelers: Sydney, Melbourne, Brisbane, Perth, Paris, Munich, Frankfurt, Stuttgart, Cologne, Toronto, London, New York, Los Angeles, Boston, San Francisco and Chicago.

World-wide advertising drive

The cinema advertising campaign forms part of South African Tourism's world-wide advertising drive that includes the global news and actuality channels of CNN, BBC, Sky, Eurosport, ESPN and National Geographic.

The two sixty-second spots evoke the spirit of a welcoming, breathtaking destination that offers everything from urban sophistication to unspoiled wilderness vista experiences. They give credibility and track to the destination's claim that literally anything is possible in South Africa and that a visit to South Africa creates treasured memories and gives experiences that are both life-changing and profound.

The advertisements are aimed at global travelers especially, and will not be screened in South African cinemas. However, South Africans may view them online at www1.southafrica.net/cultures/en-us/mediaextranet.southafrica.net/.