South African Tourism launches broad domestic brand campaign
In what it describes as “a bold and emotive first step in its global brand journey”, SA Tourism has launched the first phase of its new brand campaign with a ninety second advertisement.
SA Tourism has been developing its strategy to achieve the arrivals targets announced by President Cyril Ramaphosa at SONA 2019 through a combination of creating demand for tourist travel to and within South Africa and simultaneously influencing the removal of barriers to travel to South Africa.
“It was important for us to start this brand journey by firstly reminding South Africans of who we are, of creating conversation and of re-invigorating the national psyche. At the same time, we have created this initial work to be true to our essence and identity so as to connect with international and domestic audiences based on what they have been telling us through their experiences of our country and through our insights and analysis, said SA Tourism CEO, Sisa Ntshona.
“SA Tourism is of the firm belief that advertising alone will not solve our challenges or create sufficient travel to South Africa,” continued Ntshona, adding it would instead require the “mobilisation of all South Africans to drive the country’s tourism efforts, inspired by bold and integrated communication that awakens all of us towards action, by travelling our country.”
The advertisement, produced with the support of the Tourism Business Council of South Africa (TBCSA), will be on rotation for the next three months on TV and digital platforms in South Africa. It features images of everyday South Africans, narrated by an emotive script that delves into the diverse, colourful and textured nature of who we are as South Africans and is accompanied by an inspirational, home-composed soundtrack.
“It is the first in a series of communications in the brand re-awakening journey designed to call South Africa to collective action. It is our way of starting the decade boldly and with a strong focus on inspiring South Africans as an integral part of delivering the tourism brand promise,” concluded Ntshona.
Photo: Elephants in Umfolozi Big Five Reserve, KwaZulu Natal