South African Tourism in Germany boosts South Africa's media image

South African Tourism was the official partner of Germany's main public TV station's annual gathering last week. The event was attended by Germany's most influential opinion formers and decision makers.

This year's ZDF Summer Function hosted more than 3000 leading German opinion makers including politicians, economists, cultural icons, show business stars and media leaders.

Participating in this function, which normally does not permit brand partners, represents a media coup for brand South Africa.

“The ZDF Summer Function provided an ideal opportunity to reach Germany's key opinion makers with the message that South Africa is safe, exciting, open for business and ready to put on the greatest show on earth in 2010,” says Theresa Bay-Mueller, South African Tourism's Country Manager for Germany.

Improving SA's media image

Furthermore, South Africa was able to use this platform to introduce its “Voices” Campaign to the country's key opinion makers. The campaign collects positive messages from influential Germans aimed at improving South Africa's media image while positioning the country as a destination of choice.

As such Bay-Mueller was delighted that the ZDF Summer Function allowed “our Voices campaign to add the endorsement of more than 30 leading German personalities including Frank-Walter Steinmeier, the German Foreign Minister and Franz Josef Jung, German Minister of Defence.”

The campaign aims to have more than a million Germans talking positively about South Africa by 2010. Clips of celebrity statements can be viewed on South African Tourism's German website www.dein-suedafrika.de.

Also, having a South African stand at the event allowed brand partners Amarula and Savanna to delight guests with the flair and flavours of South Africa while “reaching Germany's most influential opinion makers with key messages about the 2010 World Cup and the country's broader visitor offerings,” concluded Bay-Mueller.