SA Tourism 2010 campaign kick off at Indaba

The 60-second commercial takes its inspiration from South Africa's uniquely flamboyant football style - diski. Diski football is intended to become a dance that almost anyone, anywhere, can learn and should, as the multi-million rand global campaign rolls out, become the definitive hallmark of the first African World Cup.

It will be screened on major global television networks (BBC World, CNN International, Sky, EuroSport, Fox) and will reach more than 600 million consumers between now and kick-off. It represents a multi-million rand investment by SA Tourism.

Media briefing

The campaign will also be run in South Africa: thanks to a partnership between South African Tourism and the International Marketing Council (IMC) of South Africa, the commercial will be screened on each of the SABC television channels. The IMC and SA Tourism will host a media briefing at Indaba on Monday 11 May to launch the campaign domestically.

“This will take the dance and welcoming spirit of 2010 to millions of South Africans. It will also give the campaign the domestic traction that it needs if South Africans are to truly welcome the world to this great celebration,” says Sugen Pillay, SA Tourism's head of marketing for 2010.

Indaba will also see the launch of SA Tourism's 2010 Campaign Website, as well as a specifically designed Indaba 2010 mobisite. These will be hosted and displayed at the 2010 Stand and go live on Saturday 9 May just after the Opening Ceremony. Both sites can be accessed via the newly designed www.southafrica.net, which will go live shortly.

Sense of fun and inclusiveness

Pillay says both the commercial and the dance give evidence of South Africa's sense of fun and inclusiveness while demonstrating to both ourselves and the world how committed we are as a nation to global sport spectacular.

After the launch of the campaign at the Indaba Opening Ceremony, the famous Indaba Beach Party will be given over to bringing the diski dance to life in the form of dance demonstrations and lessons from a company of specially trained “Diski Dancers”.

“This campaign is for the people of South Africa. This is our world cup and we invite all to learn the Diski Dance and heartily welcome the world to the great party that this Word Cup is going to be,” says Pillay.