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South African Tourism launches OOH campaign

By afaqs! news bureau , afaqs!, Mumbai | In OOH News | February 12, 2015
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Created by DDB Mudra Max, the campaign uses eye-catching visuals and one-liners in local languages to attract more Indian tourists.

South African Tourism has unveiled an outdoor advertising campaign, #MeetSouthAfrica, by showcasing a diversity of experiences available in South Africa. The Board hopes that this will further urge Indians to visit the country.

Created by DDB Mudra Max, the campaign uses eye-catching creatives and powerful one-liners in regional languages. The campaign outspreads to metro and tier-II cities in India such as Mumbai, Kolkata, Ahmedabad, Delhi, Noida, Gurgaon, Jaipur, Chandigarh and Bengaluru, among others.

Leopard on hoarding at Vakola Airport highway


The hoarding at Pedder Road

The Juhu beach hoarding from South African Tourism

The visuals integrate the underlying essence of the campaign through impactful illustrations on adventure, scenic beauty, wildlife and luxury experiences on offer in the 'Rainbow Nation'. The campaign includes a media mix comprising large-format hoardings, bus shelters and ambient media such as malls in strategic locations to further enhance consumer reach.

Commenting on the campaign, Hanneli Slabber, country manager, South African Tourism, says, "Outdoor advertising is one of the strongest mediums of gaining widespread access to the nation's holiday seekers. This year, we have customised our outdoor campaign to make it more local, by highlighting South Africa's unique experiences in local languages in a contextual manner. This idea came from the insight that we gathered during our interactions with Indian travellers, where after their visit to South Africa, they could best express certain emotions of experiences such as pleasure, eternity and beauty only in their mother tongue. Taking cue from this, we thought of bringing alive emotions that resonate with our customers at a regional level, to draw a stronger connect with the potential travellers. We have also added some innovations in our outdoor creative work to demonstrate South Africa's distinctive, spectacular and high quality tourism products and experiences that are amongst the world's finest."

"With the evolving preferences of Indian travellers, South Africa is the ideal destination that has something to offer to suit every traveller's needs. The research undertaken in the Indian market has given us key insights on Indian travellers, and all our tourism products are well-crafted to cater to their discerning demands. Engaging with travel enthusiasts 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 through this magnificent campaign," Slabber adds.

In addition to the outdoor campaign, South African Tourism will also be launching a robust digital promotional plan to engage with and drive more visitors to its website.

South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination. It is headed by chief executive officer Thulani Nzima, chief operating officer Sthembiso Dlamini and chief marketing officer Janine Hutton.

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