A unique online South African journey on BBC World News
18.03.2009 [09:19]
The campaign has also given South African Tourism concomitant findings about the kind of experiences global travellers seek from South Africa, the reach of the campaign, the value of multi-media marketing endeavours and the successful positioning of South Africa as a world-class, highly desirable leisure travel destination.
The ‘Journeys’ campaign was carried on BBC World News television, on the BBC World News website and on a specially created microsite: www.southafricanjourneys.com. At its heart, the campaign had two 60 second brand television commercials (these can be viewed on South African Tourism’s homepage: www.southafrica.net) and eight short commercial films that showed the diverse range of experiences on offer in South Africa. These long-form commercials were aired on BBC World News and drove traffic to the southafricanjourneys microsite, where the films could also be viewed.
It was an integrated campaign with a strong call to action. Viewers were asked to nominate the four South African experiences that best captured 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,” says Roshene Singh, Chief Marketing Officer at South African Tourism. “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.”
The campaign attracted a truly global audience. BBC.com has more than 26 million unique users per month, and BBC World News television attracts up to 78 million viewers a week.
A total of 8,751 prize entries were received from all over the world, including North America, Europe, Australia, China and Japan.
Kontakt:
Monde Mateza at SA Tourism
Tel: +27 11 895 3043
Email: monde@southafrica.net
www.southafrica.net
THE FIRST phase of South African Tourism’s marketing campaign across BBC World News has come full circle, with the drawing of a winner in the highly successful ‘Journeys’ component of the exercise.
The campaign has also given South African Tourism concomitant findings about the kind of experiences global travellers seek from South Africa, the reach of the campaign, the value of multi-media marketing endeavours and the successful positioning of South Africa as a world-class, highly desirable leisure travel destination.
The ‘Journeys’ campaign was carried on BBC World News television, on the BBC World News website and on a specially created microsite: www.southafricanjourneys.com. At its heart, the campaign had two 60 second brand television commercials (these can be viewed on South African Tourism’s homepage: www.southafrica.net) and eight short commercial films that showed the diverse range of experiences on offer in South Africa. These long-form commercials were aired on BBC World News and drove traffic to the southafricanjourneys microsite, where the films could also be viewed.
It was an integrated campaign with a strong call to action. Viewers were asked to nominate the four South African experiences that best captured 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,” says Roshene Singh, Chief Marketing Officer at South African Tourism. “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.”
The campaign attracted a truly global audience. BBC.com has more than 26 million unique users per month, and BBC World News television attracts up to 78 million viewers a week.
A total of 8,751 prize entries were received from all over the world, including North America, Europe, Australia, China and Japan.
Kontakt:
Monde Mateza at SA Tourism
Tel: +27 11 895 3043
Email: monde@southafrica.net
www.southafrica.net
