South African Tourism has kick started a television, outdoor and cinema campaign to promote the destination in India. Post the launch of its cinema campaign recently, South African Tourism has now entered the television and outdoor arena to popularise the destination among Indian travellers.
The 20- and 30-second ad captures an Indian couple who share their mesmerising experience of travelling to South Africa. The commercial captures the adventure, nightlife, wildlife, luxury, wine route and beauty of South Africa.
Along with its TV campaign, South African Tourism has also launched its outdoor campaign. Outdoor Advertising Professionals (OAP) has done the creatives and execution of the outdoor campaign. The scale of the upcoming campaign is spread across 16 types of media that comprises 452 media units covering an outdoor space of approximately 190,000 sq ft across 22 markets.
The various media chosen for the campaign include billboards, backlit walls, bus shelters, cantilevers, glass façades, flagpoles, gantries, glow cubes, king-long buses, metro signage’s, pole kiosks, subway panels, skywalks, standalones, malls and airport displays.
Commenting on the campaigns, Hanneli Slabber, Country Manager, South African Tourism, said, “Given the fact that Indian television is one of the strongest consumer influencers, we wanted to leverage the medium with the launch of our television campaign. The commercial aims to demonstrate South Africa’s warmth and affability through the eyes of Indians who have experienced the country."
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