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November 2009 |
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| Quarterly Market Review |
July - September |
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USA |
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.jpg)  Dear Partner
This was an exciting quarter for the US market as we began working World Cup and Diski Dance messaging into all of our marketing efforts.
In particular this quarter marked the formal kickoff of our youth soccer Diski Dance competition and the first activations highlighting the dance and also World Cup mascot, Zakumi.
With our success this quarter in Chicago, we look forward
to activations in Los Angeles, New York and Washington DC
that will continue to push our messaging around adventure,
and food and wine further, while also capturing the essence and excitement of the
upcoming World Cup.
Sthu Zungu
President: North America,
South African Tourism
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Activities |
Diski Dancing with the Chicago Fire
We launched our World Cup promotions at the Chicago Fire Major League Soccer match in September. This included 200+ youth.
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Recipe for Success
In a new twist on JMA’s, we hosted our first trade competition encouraging our trade partners to put together comprehensive marketing plans on how to sell South Africa.
The agents with the best plans each received a $25k JMA.
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Youth Soccer Diski Video Competition
We have developed an online video competition targeted towards youth soccer teams.
The team that uploads the best Diski Dance will be flown to South Africa to play a match in the World Cup stadium.
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The Motivation Show
We showcased our business and incentive strength at the IT&ME Motivation Show in Chicago.
Our presence took on a World Cup theme complete with Diski dancers, and communicated that if we can host the world’s biggest sporting event, South Africa is the perfect place for your next meeting.
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Media and Public Relations |
- Advertising
Advertorial across consumer, trade and business publications reached a combined circulation of 13,863,000.
We also received bonus media coverage and/or advertorials through Condé Nast Traveler, Travel & Leisure, Bon Appétit, Food & Wine and Convene magazines.
- PR Value
Positive in-market PR value was measured at $20 million by Burrelles Luce media monitoring.
- World Cup
Lucas Radebe and Zakumi’s visit to the USA in September sparked considerable PR activity, including local media coverage in Chicago with FOX, national magazine interviews with Ebony and Jet, a national segment on the CBS Early Show celebrating South Africa’s hosting of the 2010 World Cup, and in-market interviews with SABC.
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Upcoming Activities |
| Bon Appétit Culinary Adventure |
Date: 5-15 October
Venue: South Africa |
SAT will lead a culinary adventure for paying guests across South Africa in conjunction with Bon
Appétit magazine. |
| Final World Cup Qualifier for US Team |
Date: 14 October
Venue:RFK Stadium, Washington DC |
SAT will hopefully be welcoming the US Team into the World Cup and promoting our youth soccer
Diski Dance competition. |
| National Geographic Best of Adventure |
Date: 12 November
Venue: National Geographic, Washington DC |
Celebrating the best of adventure with National Geographic, we will be calling to make the World
Cup 2010 your next big adventure. |
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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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