SOUTH African Tourism’s global advertising and marketing campaign with CNN has won a gold award at the International Awards for Innovation in Media, held on February 18 in New York.
“It shows that our creativity is working not only to attract the attention of CNN’s millions-strong global audience, but also to attract the attention and the approval of some of the most discerning, media-savvy and marketing people in the world, the people who judged entries for the 2008 award. We’re getting it right, and we are delighted that CNN has received this accolade,” says Roshene Singh, Chief Marketing Officer at South African Tourism.
Entries from 30 countries were judged on a number of criteria, which included innovative use of media, breakthrough communication thinking and world-class media solutions.
CNN was the only media owner to collect the award for its ‘My South Africa’ global advertising campaign, which originated in June last year and was conceptualised in partnership with South African Tourism.
The campaign, which encourages CNN viewers worldwide to harness their creativity and upload compelling photographs, moving images and stories that encapsulate their experiences in South Africa, is being executed on air, in print and online. It’s running until the end of 2010, and spans the FIFA World Cup when all eyes will be on South Africa as host nation.
Nteboheng Phakisi
