{"id":11627,"date":"2010-08-26T09:39:25","date_gmt":"2010-08-26T07:39:25","guid":{"rendered":"http:\/\/www.whalecottage.com\/blog\/?p=11627"},"modified":"2010-08-27T16:15:56","modified_gmt":"2010-08-27T14:15:56","slug":"south-africa-positioned-as-worlds-leading-adventure-destination","status":"publish","type":"post","link":"https:\/\/www.chrisvonulmenstein.com\/blog\/cape-town\/south-africa-positioned-as-worlds-leading-adventure-destination\/","title":{"rendered":"South Africa positioned as world’s leading adventure destination"},"content":{"rendered":"

\"\"<\/a>In the wake of the World Cup, which exposed South Africa to 1,26 billion TV viewers around the world, South Africa will be marketed by S A Tourism as the world’s leading adventure destination, said the Chief Marketing Officer of S A Tourism, Roshene Singh, at a presentation to tourism leaders at the Harbour Bridge Hotel in Cape Town yesterday.<\/p>\n

The country’s R 800 million marketing budget will be focused on a number of different international and domestic marketing campaigns, which began prior to the World Cup, and are one year programmes designed for different target markets, to continue the positive momentum created by the World Cup to improve the country’s global competitiveness.\u00a0\u00a0 Those travellers that did not visit South Africa in June and July will be encouraged to feel that they missed out, and will be enticed to visit our country, given the country’s top infrastructure, great experiences and welcoming people.\u00a0\u00a0 Existing advertising campaigns with CNN, BBC World, SkyNews, EUROsport, Global Cinema, Conde Nast Traveller, Vogue, Vanity Fair<\/strong> and the Financial Times<\/strong>, combined with cinema advertising, social media marketing (including a Blog and Twitter), online media, Public Relations and websites, will continue in the next year, creating a reach of 1,4 billion consumers.\u00a0 South Africa’s 130 embassies around the world can play a far greater role in marketing the country, it was said.<\/p>\n

Domestically, the focus is on Sho’t left, which kick-started the ‘Fly the Flag’ and ‘Welcome’ campaigns, as well as a ‘Thank You’ campaign to thank South Africans for being proud hosts.\u00a0\u00a0From\u00a0next month, being Tourism Month, attractive travel packages will be rolled out for the next six months, to encourage South Africans to travel in their own country, supported by advertising on etv<\/strong> and all SABC<\/strong> TV stations.\u00a0 Travelling will be built into the storyline of ‘Rhythm City’, an etv <\/strong>soapie, an outdoor billboard campaign, Twitter and Facebook communication, a mobi site on mobiles, and sponsorship of the travel sections of You, Huisgenoot <\/strong>and Drum<\/strong> are further means of boosting domestic tourism.<\/strong> Tollgate promotions, shopping mall promotions, and joint promotions with Thompson Holidays, Computicket, Flight Centre and Kulula, amongst others, have been planned.\u00a0 Domestic tourism is the ‘bread and butter” of the tourism industry, said Singh.<\/p>\n

Next month a new advertising campaign breaks, consisting of four commercials, following four couples who visited South Africa during the World Cup, each of the four couples having enjoyed 20 experiences in 10 days.\u00a0 An Indian couple goes shark diving, bungie-jumping, motorcycling and enjoys good food. An American couple raves about the wonderful people they met here, the sunset safari they enjoyed, and the beauty of the country, saying that they will come back. \u00a0A British couple jumps down a “foefie slide”, goes shark-diving and kayaking, sees a rhino close-up, and expresses surprise about the many different parts of the country.\u00a0 A Nigerian couple watches African dancing, has dinner in an aquarium, with sharks watching them, plays golf, enjoys wellness spoiling, and they say that their visit has made them fall in love with each other all over again.<\/p>\n

To focus on the Adventure positioning of South Africa, the “Adventurers Wanted’ campaign with National Geographic<\/strong> seeks an “Adventure Ambassador” in Australia, France, Germany, Italy, Netherlands, the United Kingdom, and the USA.\u00a0 Collectively, they will form an “Adventure Tribe”, and will enjoy an ‘adventure of a lifetime in South Africa’, which will be filmed by the magazine.<\/p>\n

Asked when the boring, unexciting “It’s Possible” payoff line for South Africa will be replaced, it was promising to hear Singh indicate that the International Marketing Council is focusing on changing its positioning for South Africa, to “inspiring new and different ways”, which means that S A Tourism will adapt its payoff line to be aligned with that of the country.<\/p>\n

Social media marketing will become\u00a0a stronger focus, especially via Facebook.\u00a0 Expedia, Tripadvisor and WAYN.com are websites on which South Africa will be featured.\u00a0 All communication will reflect the “warm, friendly, welcoming, exciting, amazing, awesome, ubuntu, people, place, culture destination by deploying authentic WOM (word of mouth) ambassadors”.\u00a0 The major message of communication campaigns will be “triumphant, excited, passionate and celebratory”.\u00a0 It will say “We did it! Thanks for coming, see you again soon.\u00a0 We made 450 000 new friends …. and you have made 48 million new friends”.<\/p>\n

Country specific campaigns planned\u00a0 by S A Tourism are as follows:<\/p>\n

*\u00a0\u00a0 Africa:\u00a0 A “Thank You” campaign in Botswana, Angola, Democratic Republic of Congo, Mozambique, Nigeria, Ghana and Kenya,\u00a0President Zuma\u00a0thanking fellow Africans for their support in making this the best World Cup ever and for showcasing the best of South Africa, via newspaper and radio advertising.<\/p>\n

*\u00a0\u00a0 Germany:\u00a0\u00a0 Promotional and sponsorship campaigns, around celebrities sharing their travel tips and experiences of South Africa<\/p>\n

*\u00a0\u00a0 Italy:\u00a0\u00a0 Italian travellers share their South African experiences on blogs, billboards, ads, etc, focusing on food, design and adventure.<\/p>\n

*\u00a0\u00a0 France:\u00a0\u00a0 focus on adventure and nature, via a mix of above and below the line media<\/p>\n

*\u00a0\u00a0 Netherlands:\u00a0\u00a0 Blog competitions, and treasure hunt promotion<\/p>\n

*\u00a0\u00a0 India:\u00a0\u00a0 “Super Six” promotion, plays on the country’s cricket interest and our Big Six.\u00a0 Multi-media focus.<\/p>\n

*\u00a0\u00a0 China:\u00a0\u00a0 Travel fairs, photography promotion, social media.<\/p>\n

*\u00a0\u00a0 United Kingdom:\u00a0\u00a0 “1001 things you did not know about South Africa” promotion with Lonely Planet, <\/strong>advertorials in Times and Conde Nast media groups’ publications, travel offers sent to 1,8 million Travelzoo subscribers, a travel road show to sustain the momentum by motivating agents to sell South Africa, a partnership with Emirates in an advertising campaign, and many more activities for this market.<\/p>\n

*\u00a0 USA:\u00a0\u00a0 Direct mail to Conde Nast database, promotion with National Geographic<\/strong>, and advertising campaign, inviting Americans to “go places you’ve never gone before, take the journey”.<\/p>\n

*\u00a0\u00a0 Brazil:\u00a0\u00a0 Media invited to South Africa, to experience the country.\u00a0 The SABC<\/strong> has been invited by Brazil to assist with the broadcast of the 2014 World Cup.<\/p>\n

The visuals shown for the marketing campaigns\u00a0have a strong focus on wildlife, the giraffe featuring most strongly to communicate this strength of South Africa.\u00a0 Disappointingly, little of Cape Town is shown, Table Mountain, Blouberg and Boulders’ Beach being the most featured Cape Town images, and Cape Town\u00a0was most prominent in the Chinese and Japanese communication programmes.<\/p>\n

The Olympic Bid for 2020 is on S A Tourism’s agenda, said new S A Tourism CEO Thandiwe January-McLean, who took over the helm six months ago, having previously been the South African Ambassador to Portugal.\u00a0\u00a0Dirk Elzinga, new Chairman of FEDHASA Cape, reminded SA Tourism that Cape Town has added on 25 % more hotel rooms in the past year, and that the city needs help in improving occupancy via events and conferences, which receive little focus from the marketing body, he felt.<\/p>\n

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

In the wake of the World Cup, which exposed South Africa to 1,26 billion TV viewers around the world, South Africa will be marketed by S A Tourism as the world’s leading adventure destination, said the Chief Marketing Officer of S A Tourism, Roshene Singh, at a presentation to tourism leaders at the Harbour Bridge […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_jetpack_memberships_contains_paid_content":false},"categories":[3,124,22,21,11],"tags":[6904,6926,6900,6927,6920,6923,6918,6887,6919,4126,6917,6933,6892,5746,4734,3940,3753,601,32366,5769,6888,32378,6898,344,1193,6894,32394,1037,32400,4826,1480,6908,6899,301,6902,345,32396,1084,2381,320,6897,5106,5820,30,6930,6893,2243,6890,6934,6907,797,6914,6912,6864,6891,6905,321,6925,591,6931,1374,4800,6916,6889,100,6903,6915,1823,6910,346,2630,32388,6913,4,6932,6911,6909,2062,6901,6929,6928,1086,1587,5632,6896,6895,6921,1000,6516,32373,5785,6922,2786,531,5624,6906],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t