The three-year campaign (currently in its final year) will reach more than 117 million households (22 million viewers a day) across Europe and some African countries. It features elements on the EuroSport website that direct viewers to South African Tourism's home page for a campaign that fully exploits a mix of marketing elements for maximum brand exposure and engagement.
The mini destination features give powerful endorsements of this nation's excitement about the World Cup and compelling evidence of our state of readiness.
Sepp Blatter, FIFA President, for example, said in one of the mini features: "We're waiting with interest, especially after the great Confederations Cup that South Africa delivered. In spite of what the pessimists thought and said, South Africa has proved that they are able to handle the organisation and delivery of a big football event. It's going to be a great World Cup."
Bafana Bafana Captain Aaron Mokena who has played before crowds all over the world extols the virtues of South African football fans. "It's unbelievable in South Africa, and very different from Europe. Here our fans sing and dance. They celebrate. It's a different mentality from Europe."
If there's one point that the campaign makes, it's that the 2010 FIFA World Cup will be different from anything the world has yet experienced. The diversity of the destination; the excitement of the people; a deeply entrenched welcoming African culture; the spirit of celebration that pervades South African gatherings; and the nation's sports fanaticism will ably deliver this differentness. And, as Organising Committee CEO Dr Danny Jordaan points out in one of the features: "Football is not just a sport in South Africa. It's an obsession and a way of life."
Roshene Singh, CMO at South African Tourism said this latest phase of the campaign entrenches an already strong partnership with EuroSport and will do much to drive home South African destination awareness in the crucial months preceding the World Cup.
The pan-European channel broadcasts into 59 countries, including Norway, Denmark, Iceland, Belgium, Greece, France, Spain, Egypt, Morocco and Tunisia.
For more information on the campaign, view the video:
