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"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.

Above Photo: L - R: Moeketsi Mosola, COO, South African Tourism; Prudence Solomon Inzerillo, President, South African Tourism-USA; Leigh Arredondo, Manager, National Sales & Business Development, Virgin Atlantic Airways; Cheryl Carolus, CEO, South African Tourism.
In partnership with South African Airways, the campaign, valued at more than a million dollars, is centered around the theme of story telling, and includes print, online and direct mail advertising...all based upon the accounts of the experiences enjoyed during a South African holiday. Each advertisement showcases one of the country's best-known attributes with an equally enticing, yet perhaps lesser-known aspect of the South African experience. 

Photo: L - R: Cheryl Carolus, CEO, South African Tourism; Nomvimbi Meriwether, President, Meticulous Tours; Lucy Augustin, Manager, Group Sales, North America, Leading Hotels of the World.


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 or visit