South African Tourism’s “Live South Africa” Campaign brings the country to life
South African Tourism has launched the “Live South Africa” campaign, targeting tourists from the Netherlands, Belgium, and Sweden with an authentic and immersive invitation to experience South Africa. The campaign centres on the “South Africam,” a bespoke camera crafted entirely from South African materials, including Cape Beech wood and scrap metal. Decorated by visual artist Samurai Farai in traditional South African colours and designs, this unique tool symbolises South Africa’s cultural heritage and offers a fresh perspective on the nation.
Three South African photographers used the South Africam to capture a series of live portraits, each telling a story of local life, culture, and landscape. Highlights include the vibrant culinary culture of Bo-Kaap, the scenic coastal Chokka Trail, and Soweto’s lively streets. Accompanying interviews and video narratives enrich these visual stories, bringing travellers closer to the people and places behind the portraits.
Set to be showcased in Amsterdam’s Restaurant Braai next month, the campaign’s photos and videos aim to inspire international visitors by authentically portraying South Africa through local eyes, promoting a deeper cultural connection.
Source: LBB Online