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November 2009 |
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| Quarterly Market Review |
July - September 2009 |
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Australasia |
 
Welcome
In Q2, South African Tourism Australia launched its ‘Kick off your Adventure’ in South Africa campaign.
Highlighting the upcoming FIFA World Cup 2010, the aim of the campaign is to promote South African adventure to Australian and New Zealand travellers, and in so doing, increase arrivals, geo-spread and length of stay.
A communications platform has been developed solely for the Australasian market in 2009/2010; and
in the coming months, we have planned trade and media familiarisations around this campaign theme.
We will continue to engage consumers through compelling partner participation ‘calls to action’, and ‘guerrilla’ PR marketing at targeted locations.
Teamed with our above-the-line tactics, we look forward to a very successful Q3!
Bangu Masisi
General Manager, Australasia:
South African Tourism
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Activities |
Kick Off Your Adventure
Campaign, 17 August to 31 October 2009
SAT Australia launched a 360˚through-the-line marketing campaign to promote Adventure and the FIFA World Cup 2010™.
Two media and trade launch events were held in Sydney and Melbourne. Guests enjoyed soccer performers, drumming, interactive soccer and South African food and wine tasting.
Campaign media included online/video streaming, print, ambient, elevator/lobby and TV advertising.
Newsletters promoting the campaign were distributed to 180 000 consumers, and 2 Melbourne radio stations offered the chance to win tickets to South Africa.
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Travel Daily competition
Our Travel Daily competition to promote a Fundi and a Famil trip reached over 35000 readers. |
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Online deals pages: 9MSN, Yahoo and South Africa.net
Working with our wholesale partners, we put together a variety of attractive consumer deals for 9MSN, Yahoo and the South Africa.net Australia site to increase conversion to South Africa. |
Australian trade famil, 20-30 October 2009
SAT and SAA Australia hosted 24 agents for a famil in South Africa. Agents visited a number of provinces and experienced South Africa’s diversity of attractions, activities and products. |
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Media and Public Relations |
- Kick Off Your Adventure
The official two-city launch of our campaign to encourage travellers to experience South Africa’s adventurous spirit, and promote the FIFA World Cup 2010, featured destination endorsements by celebrity speakers, and received widespread coverage in trade, consumer, online and social media.
- Newspaper supplement
A South African adventure-themed supplement appeared in The Australian in August. The publication was purposely timed to leverage off other Kick off Your Adventure campaign advertising and activities.
- Phil Tripp Famil
Freelance journalist Phil Tripp travelled to South Africa in mid-September and experienced several adventure activities, including a shark dive.
- 2010 ‘guerrilla’ marketing
PPR and South African Tourism organised promotional FIFA World Cup 2010™ merchandise to be handed out at an Australia football game. Sports fans were given mini footballs printed with facts about 2010 and South Africa, and information on travelling to South Africa for the event.
- Flight Centre Global Gathering
South African Tourism Australia’s hosting of the Flight Centre Global Gathering was distributed as a press release to the trade, as well as for inclusion in internal communications within the company.
- Celebrity Ambassador Program
Our celebrity ambassadors radio personality John Burns (3AW), Olympic gold medallist Kieran
Perkins, and sports personality/presenter Michael Cockerill (SMH/FoxSports) attended
our Kick
off Your Adventure launches. They shared their South Africa travel experiences, and encouraged
other Australian travellers to do the same, online. Their testimonials are also online at My SA Experience.
- Chisa! monthly newsletter
Our information-packed monthly newsletter Chisa! was distributed to Australian, and New Zealand, consumer, trade, media and MICE markets.
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Upcoming Activities |
| SAT MICE Famil - BT |
Date: 20 to 29 November 2009
Venue: South Africa |
| SAT will host 5 Corporate and Incentive planners, and 1 journalist on an 8-day trip to showcase South Africa as a premier MICE destination. |
| Kick off Your Adventure 2010 Event |
| Date: 8 December 2009 |
Continuing its drive towards 2010, SAT will encourage ‘Socceroo’s’ and all Australian’s to follow their team in the lead up to, and during 2010.
The event will be attended by key media, trade and business tourism partners. |
| JMA Activity |
| Ongoing |
We continue our marketing activities with Australian wholesalers to source great packages with local South African operators. |
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| CONTACT |
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| For queries please contact South African Tourism’s Product department on product@southafrica.net. |
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