South African Tourism Features Ordinary People in Ad Campaign

October 04, 2010 11:29 PM

South African Tourism’s new campaign, launched at the end of September, tracks eight ordinary people on extraordinary South African holidays to show the genuine delight, wonder and amazement that South Africa evokes in visitors. The campaign was devised to succeed the global prominence South Africa won as host nation of the 2010 FIFA World Cup.


“We wanted to maintain our strong brand prominence in the wake of the World Cup,” said Roshene Singh, chief marketing officer at South African Tourism. “However, we also wanted to put daylight between our destination allure and our status as World Cup host nation. South Africa is not only a profoundly capable global event host. It’s also an exciting, beautiful, friendly holiday destination. This is the first time that a global destination marketing campaign has a ‘reality TV’ element. The participants, for example, had no idea in the evening what they would be doing the following day. So the material is fresh, authentically exciting and completely realistic. It’s brutally honest. It’s intimate and personal.”

For the campaign, four couples were invited on a South African holiday for 10 days. Each couple undertook a different itinerary, in an attempt to cover the length and breadth of the country. Their experiences ranged from great white shark cage diving to gourmet dining experiences, safari, clubbing, mountain biking, picnicking, museum visits, hot air ballooning, and luxurious safari experiences. Each couple was accompanied by a small television crew. Every experience caught on film is authentic. Their response to South Africa is refreshing and believable in its sincerity.

The couples are, from Nigeria, Seun and Ambibola (Bimbo) Somolu; from the U.K., Andrew Smith and Hannah St Paul; from the U.S., Artie and Carol Rosenblatt; and from India, Gurjap Singh and Radha Brahmbhatt. The reality TV-like footage of their holidays is being taken to the global market in the form of 60-second television commercials that will be screened on BBC World, CNN International, the National Geographic Channel, EuroSport and Sky; social media content; cinema commercials; and vignettes.


The campaign also focuses on South Africans. According to Singh, “The World Cup proved once and for all that South Africans are the happiest, friendliest and most welcoming bunch of people on earth. In this campaign, our visitors interact with ordinary South Africans. Again, none of this is scripted. It captures the genuine warmth of our people and the sincere friendliness that people encounter from South Africans no matter where they go in South Africa, and no matter where they come from.”

South African Tourism’s latest campaign went live around the world on Sept. 20. For a sneak preview of the campaign, visit www.southafrica.net. South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination. It is headed up Chief Executive Officer Thandiwe January-McLean, and Acting Chief Operating Officer and Chief Marketing Officer Roshene Singh. For information, see www.southafrica.net.

.

From:
http://www.travelpulse.com/south-african-tourism-features-ordinary-people-in-ad-campaign.html

Here's someone who shares my sentiments:

UGOMETRICS

The way things measure up,  well, in my view!!
Tuesday, February 8, 2011

That South African Advert I despise, !

I can't count how many times I turn on the mute button whenever I hear "this is Bimbo Somolu and I am Seun Somolu, " it kinda eats deep into me.

At times I wonder, Could it be for my patriotism or just my disdain for undue exploitation? Well, whatever it is I sure didn't like the idea of 2 Nigerians uttering the word "South Africa is truly the Giant of Africa". Call it jealous if you will, considering the fact that Nigeria probably isn't the Giant of Africa except in the realms of the imagination of our leaders past, present and maybe the future.

Where then lies my grouse? If for any reason South Africa decides to call itself the Giant of Africa they sure deserve to, but not from the mouth of Nigerians. The concept of the advert which was to have Tourist and Heroes of South Africa give glorifying remarks about their experience in the country was quite ingenuous in comparison to the pitiful "This is Nigeria, the Heart Beat of Nigeria" from our dear OBJ which ran the airwaves a few years back

However, none of the characters in the South Africa advert made any comment characterizing South Africa as a better country than theirs or any other for that matter. Not even the South Africans themselves. It just had to be the Nigerians isn't it? I don't know how you feel about it but as far as I'm concerned, the whole concept is lost on me and remains that South African Advert I despise.

For the mute button it instinctively gets turned on!!

From the blog: Ugometrics-

http://ugodre..com/2011/02/that-south-african-advert-i-despise.html

hehehehe, funny post.

You guys should let the Somolus be. After free vacation, how for do?
Anyways SA is a great place, and they are truly giants in Africa. Make una no dey bad belle them. Giant of Africa, that's even a tired cliche jare

Somolus How come? I thought the Igbos were the specialists in selling their country?_{Oh Sorry o}

Based on the article quoted by Johnie,there was no script given to the Somulolu's and other couples,it was their pure experiences,their own words.
The giant of Africa,is a Nigerian line,South Africans don't use that line,we prefers to say we're the rainbow nation,the most beautiful country in the continent but we definetely don't call our self the giant.

And looking at where Somulolu's come from,Nigeria,explain why they used that line.Its a Nigerian thing.

Beside the only giants I know exist in the fairytale,giants are not real,its a fantacy.

i no talk am?

RSA, I respect your views and know that giants exist only in dream land but would you do an advert for Nigeria and refer to Nigeria as "the true rainbow nation" knowing that the ad would be shown on SA TV?

Where is the advert,any links?

johnie:

RSA, I respect your views and know that giants exist only in dream land but would you do an advert for Nigeria and refer to Nigeria as "the true rainbow nation" knowing that the ad would be shown on SA TV?

Ofcourse it won't make sense to those in South Africa who knows that Nigeria is not a multi-race country,but if Seychell run the same advert and a South African say it is "the true rainbow nation" I will probably think that based on her experience Seychells has more multi races than South Africa.And being a South African she is,she sees things with a South African view,colours. .

I know that Giant of Africa,is a Nigerian thing,you don't find anyother nation in Africa using it except Nigerians,So when this lady says South Africa is the true Africa Giant,she was answering or questioning what she has always believed in as a Nigerian.

And don't forget that this is people experience in their own words and the advert is targeting audiences all over the world,not just Nigeria.

The truth is bitter. This giant thing was a joke - colonial sarcasm

Madam Dora is missing in Action , she the advert specialist

I want to propose a referendum here.

Should Seun remove the caption at the top of the Politics page:


"Our country Nigeria is the giant of Africa!"


AND I MEAN IT

Nigeria is the Giant of Africa, no doubt. South Africa is more like the Trojan Horse of Africa.

Nigeria represents black interests, her people have largely destroyed the persistent racial stereotypes with which whites have traditionally used to beat black people.


South Africa on the hand is a force for the reinforcement of those stereotypes. The west will hand her seat at the security council, anything good that comes out of Africa in the coming decades will be given over to South Africa, undeservedly. South Africa will be the beachhead for the recolonization of the black mindset, its already happening on this board.

Seun, I am still waiting for the referendum.

Don't let me become becomerich o!

No pun intended!