South African Tourism launches Meet South Africa' OOH campaign

The New Year has commenced on a high note for South African Tourism. After the successful completion of the 7 city cinema advertising campaign and the recent 4 city roadshow, the tourism board has now announced its all new outdoor advertisement campaign across 22 cities in India. The campaign ‘Meet South Africa” highlights the diversity of experiences offered by South Africa to Indian travellers. The extensive campaign which commenced on January 17th, 2014 has been executed by outdoor partner DDB Mudra Max. 

Given the importance of India market in South African Tourism’s global growth strategy, the tourism board for the first time organised an extensive pitch process for the outdoor 

campaign in August 2013. The aim was to scout for an agency that would contribute to destination brand building efforts. DDB Mudra Max came out as a clear winner in the process as they provided the most unique and compelling ideas that supported South African Tourism’s marketing requirements and strategy across key markets in India.

The innovative creatives of the outdoor campaign capture the diverse experiences like adventure, wildlife, luxury among others on offer in the Rainbow Nation. Keeping in mind the various interests of the Indian outbound traveller segments, South African Tourism’s OOH outreach targets all major metros as well as key Tier II cities like Pune, Ahmedabad, Goa, Chandigarh, Kochi amongst others. In addition, the campaign includes media mix comprising of large format hoardings, bus shelters, mobile vans and ambient media like malls in strategic locations to further enhance consumer outreach.

Commenting on the campaign, Hanneli Slabber, Country Manager, South African Tourism, said, “The travel segment in India is evolving with increasing number of travellers looking out for unique experiences at their holiday destination and planning their own itineraries tuned to their specific interests and preferences. Our ‘Meet South Africa’ campaign aims to give a glimpse of the distinctive and varied activities we have on offer to suit the wide-ranging demands of Indian travellers.”

“The innovative creatives used in the campaign have received a fabulous response from the audiences; we have already received a lot of inquiries for the adventure experiences such as sky diving and river rafting showcased through our campaign. Engaging with our audience remains our key focus and we hope to build an aspiration in the consumer’s mind to not just visit South Africa, but to meet our spectacular country and innumerable experiences through this magnificent campaign. The remarkable growth in visitor arrivals from India is highly encouraging and we hope to continue this trend from newer markets and traveller segments in the country” added Slabber

Over the years, South African Tourism has witnessed a tremendous increase in Indian tourist arrivals to South Africa. 84,202 Indian tourists have visited South Africa between Jan 2013 to September2013 which is an increase of 6.2% vis-à-vis the same period last year.

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