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November 2009 |
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| Quarterly Market Review |
July - September |
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Germany |
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.JPG)  Welcome
The upbeat publicity that followed South Africa’s hosting of the Confederations Cup, has resulted in the overall tenor of the German media being significantly more positive in Q2, than it has been for the last 18 months.
We have worked closely with the German trade to create joint marketing activities that complement, and capitalise, on this new pro-South Africa sentiment.
New tour operator brochures launched in July, coupled with some
very aggressive pricing, has helped to drive sales for the upcoming
winter season.
Theresa
Bay-Müller
Country Manager, Germany:
South African Tourism
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Activities |
Bafana Bafana vs. Germany, 5
September 2009
The evening before the match in Keverkusen 200 media and corporates celebrated with South Africa.
On match day German football fans were surprised, and delighted, by the passion of our Superfans and groovy Diski Dance moves.
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Khaki Fever campaign: Süd Afrika Challenge
Actress Wolke Hegenbarth called upon Germany to experience South Africa with her, resulting in more than 105,000 adventure- seeking Germans entering the South Africa Challenge that will take place in Eastern Cape in November 2009. |
South African Myths and Legends
In co-operation with the high-end monthly magazine GEO Spezial, SAT Germany ran a media campaign featuring a true South African story combined with a travel offer by SAA and Gebeco.
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German trade turns price conscious
In an effort to counter the downturn in bookings, a number of German trade, have advertised very competitively priced packages for South Africa this season.  |
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Media and Public Relations |
- Media ROI
A return on investment from press trips and media assistance, from July to September, of R35 238,104 (exchange rate used: €1= R11) was achieved.
- Total Media ROI
All media coverage and cooperation, including press trips, assistance and press releases, from July-September, generated a return on investment of R 48,006,618 (exchange rate used: €1= R11)
- Highlights of 3rd quarter
A 1-page article featuring baboon safaris in Sonntag Aktuell, Germany’s largest Sunday Paper, with a circulation of around 1 million, generated advertising value of €100,602. The following week, a feature on horseback safaris reached a similar readership and advertising value.
A 4-page spread in Star Magazine, featuring actress Wolke Hegenbarth in South Africa, reached a
readership of 236 248, with an advertising value of €48,000.
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Upcoming Activities |
| Sales Campaigns |
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Date: November 2009 onwards |
| Joint advertising campaigns with leading trade to integrate attractive offers from SA product. |
| Media Group Visit |
Date: December 2009
Venue: Western Cape |
| Media group visit together with German Tour Operator TUI, and 10 journalists from various national magazine publications. |
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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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