THE first phase of South African Tourism’s (SAT) ‘journey’ campaign, which started in 2008 has recently ended, providing findings about the kind of experiences global travellers seek in South Africa.
The campaign was first carried on BBC World News television, on the BBC World News website and on a specially created microsite: www.southafricanjourneys.com.
It had 60-second television commercials, which can be viewed on SAT’s homepage www.southafrica.net and eight short commercial films that showed the diverse range of experiences South Africa offers.
Viewers were asked to nominate the four South African experiences that best described what they would like to do on a South African holiday. Of the eight films, ‘Safari’ received the most votes, followed by ‘Natural Adventures’, ‘Whale Watching’ and ‘Scenic Thrills’.
“Our campaign showcases South Africa on a truly global platform. We have achieved exceptional exposure for and interest in our brand and our destination. It makes us even more determined to continue working with the BBC World News ad sales team, and to offer potential consumers and visitors a campaign that is at least as exciting this year,” says Roshene Singh, Chief Marketing Officer at SAT.
