South African Tourism launches new outdoor campaign

In its efforts to attract more Indian travellers to the country, South African Tourism has unveiled a new outdoor advertising campaign, #MeetSouthAfrica, by showcasing a diversity of experiences available in South Africa. The campaign outspreads to metro and tier-II cities in India such as Mumbai, Kolkata, Ahmedabad, Delhi, Noida, Gurgaon, Jaipur, Chandigarh and Bengaluru among others.

In an endeavour to resonate with the Indian travellers, the creative executions of the #MeetSouthAfrica campaign has been customised with the use of impactful one-liners in local languages that are engaging. The creatives have been designed and executed by DDB Mudra Max. The visuals integrate the underlying essence of the campaign through impactful illustrations on adventure, scenic beauty, wildlife and luxury experiences on offer in the Rainbow Nation. The campaign includes media mix comprising of large format hoardings, bus shelters and ambient media such as malls in strategic locations to further enhance consumer reach.

Commenting on the campaign, Hanneli Slabber, country manager, South African Tourism, said, “Outdoor advertising is one of the strongest mediums of gaining widespread access to the nation’s holiday seekers. This year, we have customised our outdoor campaign to make it more local by highlighting South Africa’s unique experiences in local languages in a contextual manner. This idea came from the insight that we gathered during our interactions with Indian travellers, where after their visit to South Africa, they could best express certain emotions of experiences such as pleasure, eternity and beauty only in their mother tongue. Taking cue from this, we thought of bringing alive emotions that resonate with our customers at a regional level to draw a stronger connect with the potential travellers. We have also added some innovations in our outdoor creative work to demonstrate South Africa’s distinctive, spectacular and high quality tourism products and experiences that are amongst the world’s finest.”

“With the evolving preferences of Indian travellers, South Africa is the ideal destination that has something to offer to suit every traveller’s needs. The research undertaken in the Indian market has given us key insights on Indian travellers and all our tourism products are well crafted to cater to their discerning demands. Engaging with travel enthusiasts remains our key focus and we hope to build an aspiration in the consumer’s mind to not just visit South Africa, but to meet our country through this campaign,” added Slabber.