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As part of South Africa’s larger strategy to grow its tourism sector, SA Tourism launched the first phase of a new brand campaign on Thursday 13 February. This campaign focuses on South Africans, reminding them that they are both an asset to our nation as a travel destination, while they are also some of its most valued tourists.

“It is time for us to shift our tourism brand focus beyond built and endowed features to include our true magic…our people.”

“It is time for us to shift our tourism brand focus beyond built and endowed features to include our true magic…our people,” said Sisa Ntshona, CEO SA Tourism.

“It was important for us to start this brand journey by firstly reminding South Africans of who we are, of creating conversation and of re-invigorating the national psyche. At the same time, we have created this initial work to be true to our essence and identity so as to connect with international and domestic audiences based on what they have been telling us through their experiences of our country and through our insights and analysis,” he explained.

To launch the campaign, SA Tourism has produced a ninety second video ad in partnership with the Tourism Business Council of South Africa (TBCSA). This will be shown across local mainstream TV channels and digital platforms for the next three months.

Watch it now:

“It is the first in a series of communications in the brand re-awakening journey designed to call South Africa to collective action. It is our way of starting the decade boldly and with a strong focus on inspiring South Africans as an integral part of delivering the tourism brand promise,” concluded Ntshona.

SA Tourism will announce the second phase of its global brand campaign later this month.

Images supplied by South African Tourism.

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