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SOUTH AFRICAN
TOURISM LAUNCHES ADVERTISING CAMPAIGN HIGHLIGHTING
THE UNPARALLELED SOUTH AFRICA
EXPERIENCE "South African Story"
Campaign Highlights First-Person Accounts In
the "Rainbow Nation" The most treasured souvenirs
of a South African vacation cannot be found in a
suitcase. They are the stuff of memories. Animal
adventures, colorful and friendly people, picture
perfect bush walks, towering waterfalls, nights
filled with music, spirits, sumptuous cuisine. Each
traveler returns with a unique story to
tell. Thanks to the dynamic 2004
marketing campaign recently announced by South
African Tourism, these stories will now be shared
with more people than ever before.
Examples include "We Came
for the Beasts. We Stayed for the Beauty." And "We
Came for the Safari. We Stayed for the Surf." CEO
of South African Tourism, Cheryl Carolus,
said: "South Africa, as a true value for money
preferred tourist destination, offers tourists much
more lasting, colorful memories than just sun, sea
and sand. As one of the major global tourism
players - and one of the fastest-growing and most
resilient destinations of choice - our culturally
diverse people and traditions; wildlife and
awe-inspiring scenery provide the sort of
authentic, life-changing, soul enriching
experiences that money alone can't buy. The South
African Stories' campaign is a perfect way to
spread the good news of the 'new' South Africa as
we celebrate our first Ten Years of Freedom. It is
one that encourages our visitors to share their
experiences with others through setting down their
own personal South African stories for
posterity." "One of our greatest assets
in promoting South Africa is the unparalleled
variety of experiences we offer," continued
Prudence Solomon Inzerillo, President, South
African Tourism-USA. "What better way to learn of
these experiences than through the eyes, ears and
hearts of some of our most recent visitors? After
all, our remarkable culture is alive today thanks
to the power of storytelling. Now we can look
forward to many chapters being added to our endless
storybook and shared with people throughout the
world." Miller Matola, portfolio
manager Americas & UK, explained, "Our key
challenges are to encourage geographic spread,
improve seasonality, increase the length of stay
and tourist spend, while at the same time
contributing to the broader goal of transformation.
This campaign is designed to address these issues
and to speak directly to two distinct market
segments, with specific offers available to the
prospective visitors." On their return, visitors
can share their own unique experiences by
submitting their stories to
www.mysouthafricanstory.com and
www.southafricanstories.com where the selection of
stories posted makes for fascinating
reading. The value-driven package
starts from $1,999 for 8 nights, and includes three
star accommodations, visits to two provinces, a
one-day safari experience, and two day tours. The
luxury vacation package starts from $2,999, and
includes accommodations for 12 nights at four star
hotels; a two night safari experience, visits to
three provinces, and at least three day tours. Both
packages include round-trip airfare to Johannesburg
or Cape Town on South African Airways from either
New York (JFK) or Atlanta (O'Hare). The tour operator partners
that are fulfilling the packages are South African
Airways Holidays, Wildlife Safaris, Brendan
Worldwide Vacations, Africa Experts, Pacific
Delight Tours, Safari Ventures, Somak Safaris
and United Travel
Group. For more information on this
campaign, contact South African Tourism at 500
Fifth Avenue, Suite 2040, New York, NY 10110; Tel:
212-730-2929; Fax: 212-764-1980; email
newyork@southafrica.net
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