South African Tourism (SAT) has launched a 21-city outdoor advertising campaign to woo Indian tourists to the enchanting and rich experiential offerings of South Africa. The campaign “The More You Do, The Closer You Get” highlights the diversity of experiences offered by South Africa to Indian travellers and assures them of a holiday filled with unforgettable memories, activities and opportunities. The campaign aims to stimulate the curiosity and interest levels of Indian travellers by showcasing not only South Africa’s popular destinations, but also attempts to capture the overwhelming experiences and infinite opportunities that the Rainbow Nation has to offer.
Targeted at travel enthusiasts across diverse age groups and interests, SAT has rolled out the advertising campaign across 426 out-of-home units in India. The campaign will be advertised extensively through billboards, bus shelters, gantry, cantilever, unipole, translites, wall graphics, glow cubes, glass facades, buses, mobile van kiosk, utility pole, pillar and scroller, over a period of one month.
Commenting on the campaign, Hanneli Slabber, Country Manager, SAT said, “Over the years, we have witnessed a tremendous increase in Indian tourist arrivals to South Africa. We believe that there still exists a huge and growing untapped traveller segment in India. By investing in widespread marketing and publicity initiatives such as this extensive and exciting outdoor advertising campaign, we hope to position South Africa as the most preferred destination among potential Indian travellers.”
The campaign attempts to create a strong and lasting imagery of South Africa and its fun-filled offerings in the minds of people. Therefore, SAT has brought in an element of innovation by depicting various exciting activities on the billboards; like a dummy bungee jump from a billboard and the majestic moves of an African lion on an outdoor hoarding.
“We understand that there is a growing interest among Indian travellers for experience-driven holidays. In addition, traditionally, Indians are known to travel in groups with family or friends. Therefore, the campaign aims to showcase the varied experiences that not only bring these groups closer to each other but also helps in strengthening the bond further. The feeling of togetherness only enhances further through the exciting and fun experiences offered by South Africa,” added Slabber.
SAT recently concluded a successful four city roadshow across Mumbai, Hyderabad, Bengaluru and New Delhi. Over 1600 travel agents attended the roadshow across these cities and over 64 South African suppliers participated in the roadshow this year. Over the years, South Africa has gained great popularity as the preferred travel destination amongst Indian travelers. According to the latest arrival figures of October 2012, South Africa has received 87,906 Indians visitors between January and October 2012. This is an increase of 16.8 per cent to the corresponding period last year.
