S A Tourism’s advertising campaign for South Africa has won an international advertising award for CNN.

The International Awards for Innovation in Media awarded a gold award to the S A Tourism promotion run on CNN, called “My South Africa”.   Viewers were asked to send photographs, moving images and stories that reflected their experiences of South Africa, which were featured on the “My South Africa” website.   Call-to-action vignettes were also created, the first featuring well-known singer Yvonne Chaka Chaka.

The campaign is to be used as a case study at Oxford University’s Business School.   The campaign will run until 2010, to support the World Cup.