South African Tourism has launched a 21-city outdoor advertising campaign to woo Indian tourists to the enchanting and rich experiential offerings of South Africa. The campaign “The More You Do, The Closer You Get” highlights the diversity of experiences offered by South Africa to Indian travelers and assures them of a holiday filled with unforgettable memories, activities and opportunities to grow closer to your fellow travellers be it your family, friends, colleagues or spouse.
The campaign aims to stimulate the curiosity and interest levels of Indian travelers by showcasing not only South Africa’s popular destinations, but also attempts to capture the overwhelming experiences and infinite opportunities that the Rainbow Nation has to offer.
Targeted at travel enthusiasts across diverse age groups and interests, South African Tourism has rolled out the advertising campaign across 426 out-of-home units in India. The campaign will be advertised extensively through billboards, bus shelters, gantry, cantilever, unipole, translites, wall graphics, glow cubes, glass facades, buses, mobile van kiosk, utility pole, pillar & scroller, over a period of one month.
The campaign attempts to create a strong and lasting imagery of South Africa and its fun-filled offerings in the minds of people. Therefore, South African Tourism has brought in an element of innovation by depicting various exciting activities on the billboards; like a dummy bungee jump from a billboard and the majestic moves of an African lion on an outdoor hoarding.
Commenting on the campaign, Hanneli Slabber, Country Manager, South African Tourism, said, “ Over the years, we have witnessed a tremendous increase in Indian tourist arrivals to South Africa. We believe that there still exists a huge and growing untapped traveler segment in India. By investing in widespread marketing and publicity initiatives such as this extensive and exciting outdoor advertising campaign, we hope to position South Africa as the most preferred destination among potential Indian travellers.”
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