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Brand SA boosted by World Cup cricket deal

17 May 2002

SA Tourism has clinched a R10-million marketing deal with the organisers of next year's Cricket World Cup that will give them valuable exposure in several key areas.

The opening ceremony, to be broadcast to over 1-billion people, will be bigger than previously planned and will be built around portraying South Africa as a premier tourism destination.

SA Tourism will be able to promote themselves through all foreign travel agencies selling World Cup tickets.

A four-minute travelogue preceding 31 World Cup matches will go out on an international television feed.

SA Tourism will be allowed to use the Cricket World Cup logo on its marketing material.

Over and above all this SA Tourism will be afforded an excellent opportunity to convey the message of South Africa's attractiveness as a tourist destination to leading foreign journalists and commentators.

Moeketsi Mosola, CEO of SA Tourism, said that had the deal been contracted abroad in foreign currency it would've cost over R1-billion.

Says Nomsa Chabeli, World Cup marketing director: "Through SA Tourism's involvement, the whole SA cricketing experience will be enhanced for the 50 000 foreign visitors we are expecting and for the international television audience."

Source: Business Day