/ 24 July 2008

SA Tourism to target global cinema-goers

Cinema-goers around the world will be targeted in a global campaign to advertise South Africa as a tourist destination, SA Tourism said on Thursday.

SA Tourism said ”Destination SA” commercials will be broadcast to more than 1 770 cinema screens in Australia, France, Germany, The Netherlands, Canada, the United Kingdom and the United States.

The commercials will feature two 60-second spots that ”evoke the spirit of a welcoming, a breathtaking destination that offers everything from urban sophistication to unspoiled wilderness vista experiences”.

The campaign launches next month in Canada and runs until February next year. The advertisements are aimed at global travellers especially, and will not be screened in South African cinemas.

”It forms part of a global destination campaign to grow awareness of South Africa as a holiday destination and to grow foreign arrivals.”

Key travellers targeted are those in Sydney, Melbourne, Brisbane, Perth, Paris, Munich, Frankfurt, Stuttgart, Cologne, Toronto, London, New York, Los Angeles, Boston, San Francisco and Chicago.

”These are consumers with sufficient income to travel and with a yearning to explore the world beyond the immediate environment of their own homes and cities.”

The advertising drive is also aimed at the global news and actuality channels of CNN, BBC, Sky, Eurosport, ESPN and National Geographic.

Roshene Singh, chief marketing officer at SA Tourism, said the cinema commercial campaign is part of the organisation’s larger strategy to boost visitor numbers over the next two to three years. — Sapa