SA Tourism launches campaign's second phase on BBC

“There is a growing appetite for information about South Africa. 2010 FIFA World Cup interest is helping to fuel that appetite, but the campaign with BBC World News and BBC.com that we launched last year has now gained momentum and has captured the interest and enthusiasm of a global audience,” says Roshene Singh, chief marketing officer at South African Tourism.

“They want to know more about our country and our people beyond the soccer spectacular that we host next year

Campaign elements

The campaign consists of the following elements:

• eight 60-second destination vignettes: Safari, Whale Watching, Nelspruit, Garden Route, Walking Safari, Canoeing, Luxury Experiences Adventure and Soweto.

• pioneers' vignettes that feature four famous people (Nelson Mandela, Sir Richard Branson, Anna Trapido, Nelson Monfort) talking of their personal experience of SA and of the deep and abiding resonance they have for the country and the people.
  

• three television commercials and an online component where people may select from the eight different holiday experiences and vote for the one that appeals to them most to stand a chance of winning the holiday they voted for.

• additionally, a video-on-demand spot ad will direct users to the campaign micro-site

Together, the components should give BBC World News viewers and BBC.com users an impression of both the diversity and depth of unique pleasures on offer in SA.

According to Singh, SA Tourism chose BBC World News and BBC.com as media partners because the network enables SA to reach the broadest base of target travellers. “BBC World News and BBC.com reach people with the interest to travel and with the income to invest in discovering new, different and interesting places.”

World reach

BBC World News reportedly attracts 74 million viewers a week, is available in more than 200 countries and territories worldwide and reaches 292 million households and more than 1.7 million hotel rooms. The channel's content is also available on 80 cruise ships, 42 airlines, 36 mobile phone networks and a number of major online platforms.

Sean O'Hara, regional director at BBC Advertising Sales, says, “We are extremely pleased to be given the opportunity to work with South African Tourism during this exciting time for the country. While momentum builds around the 2012 FIFA World Cup, BBC World News and BBC.com are keen to illustrate the array of activities and sights that South Africa has on offer to visitors. We are proud to be continuing this partnership with one of the country's strongest brands.”

For more, go to www.southafricanjourneys.com.