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The second phase of South African Tourism’s campaign has launched on BBC World News and BBC.com 
The second phase of South African Tourism’s Journeys destination
marketing campaign with BBC World News and BBC.com
launched
globally on Friday 11 September 2009.
Reaching well-travelled travellers
South African Tourism are continuing their campaign with BBC World
News and BBC.com as media partners because BBC’s
network reaches
a broad base of target travellers: people
with an interest in travel and
with the income to invest in
discovering new, different and
interesting places.
The campaign is expected to reach 74 million viewers a week, 290 million households and more than 1.7 million hotel rooms.
Available in more than 200 countries and
territories worldwide, the channel's content is also available on 80 cruise ships,
42 airlines, 36 mobile phone networks and a number of major online platforms.
More than football
The campaign comprises 8 different, uniquely South African, holiday experiences: Safari, Whale Watching, Nelspruit, Garden Route, Walking Safari, Canoeing,
Luxury
Experiences Adventure, and Soweto, that users can view as 60-second vignettes.
Roshene Singh, Chief Marketing Officer at South African Tourism explains ‘There is a growing global audience that wants to know more about our country and
our people
beyond the soccer spectacular that we will host next year. The campaign illustrates the array of activities and sights that South Africa has on
offer to visitors’.
In addition to the vignettes, the campaign features 4 celebrity endorser’s or ‘Pioneers’ destination testimonials, 3 television commercials and an online
component,
including a competition microsite.
Travellers choose
Tapping into the trend into the trend where the audience becomes part of the marketing mix, in phase 1 of the campaign; travellers could win a trip to
South Africa by voting online
for their preferred South African experience or activity.
Wildlife wows winners
A New Zealand couple, Robert Crozier and his partner, Joan Allin are the winners of the Phase 1 Journeys competition. They entered through the
campaign microsite.
In September, they took up their prize, an 8-day wildlife adventure to South Africa.
Treated to typical, yet extraordinary South African experiences, Robert and Joan, who have visited South Africa before, would ‘definitely return for the
hospitality and quality
of the service wherever we went, extraordinary wildlife encounters, great wine, and breathtaking landscapes.’
‘As momentum builds around the 2010 FIFA World Cup, the campaign with BBC World News and BBC.com is capturing the interest of a global audience,
and positioning South Africa
as a top-class travel destination’ said Singh.
Links
South African Tourism Journeys microsite: www.southafricanjourneys.com
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