South African Tourism launches outdoor campaign in 22 Indian cities

Campaign called ‘Meet South Africa’ showcases varied holiday experiences

After the successful completion of seven city cinema advertising campaign and four city road show in India, South African Tourism has rolled out its outdoor advertising campaign called, ‘Meet South Africa’ across 22 cities in India. The campaign executed by DDB Mudra Max highlights the diversity of experiences offered by South Africa. Given the importance of Indian market in South African Tourism’s global growth strategy, the tourism board for the first time organised an extensive pitch process for the outdoor campaign in August 2013.

The innovative creatives of the outdoor campaign capture the diverse experiences like adventure, wildlife, luxury among others on offer in the Rainbow Nation. Keeping in mind the various interests of the Indian outbound traveller segments, South African Tourism’s ‘OOH’ outreach targets all major metros, as well as key Tier II cities like Pune, Ahmedabad, Goa, Chandigarh, Kochi amongst others. In addition, the campaign includes media mix comprising of large format hoardings, bus shelters, mobile vans and ambient media like malls in strategic locations to further enhance consumer outreach. 

Commenting on the campaign, Hanneli Slabber, Country Manager-India, South African Tourism, said, “The travel segment in India is evolving with increasing number of travellers looking out for unique experiences at their holiday destination and planning their own itineraries tuned to their specific interests and preferences. Our ‘Meet South Africa’ campaign aims to give a glimpse of the distinctive and varied activities we have on offer to suit the wide-ranging demands of Indian travellers.”

She further added, “The innovative creatives used in the campaign have received a fabulous response and we have already received a lot of inquiries for the adventure experiences such as sky-diving and river rafting showcased through our campaign. Engaging with our audience 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 spectacular country and innumerable experiences through this magnificent campaign. The remarkable growth in visitor arrivals from India is highly encouraging and we hope to continue this trend from newer markets and traveller segments in the country.” Over the years, South African Tourism has witnessed a tremendous increase in Indian tourist arrivals to South Africa. 84,202 Indian tourists have visited South Africa between January to September 2013, which is an increase of 6.2 per cent vis-à-vis the same period in 2012.