The new domestic campaign for the South African Tourism (SA Tourism) was launched by the Minister of Tourism at Tintswalo Atlantic in Cape Town earlier this month. The campaign, designed by AdReview Gauteng Ad Agency of the Year, Ireland / Davenport speaks to all South Africans, encouraging them to travel their own country.
“Domestic tourism remains the backbone of the industry,” explains Roshene Singh, Chief Marketing Officer at SA Tourism. “It contributes more than R20 billion to the economy. Growing domestic tourist volume is the main goal of this campaign and the values at the very core of it are respect for culture and heritage, responsible tourism and service excellence.”
Launched as a television commercial, the campaign will expand into other mediums such as digital, radio, print, outdoor and several activations which include innovative corporate events. It will also involve trade partnerships with airlines, travel agents and hotel groups to encourage support.
“From a creative perspective the campaign invites South African’s to travel,” says Jason Murison (Copywriter) and Bruce Murphy (Senior Art Director) from Ireland / Davenport. “Whatever you are looking for … It’s Here. The call to action is to visit the interactive mobi site (www.vayamzansi.mobi) for more detail.”
Bernadette Briglin, Business Unit Director at Ireland / Davenport feels that this campaign, which taps into the heart of South African travel experiences, covers the length and breadth of our beautiful country. “It is real. It is emotive. It encourages people to take a break. There is just so much on offer and we are privileged to live in this amazing country of ours.”
