Indiantelevision.com Team

(27 January 2012 3:14 pm)

MUMBAI: Post the launch of its cinema campaign recently, South African Tourism has now entered the television and outdoor arena to popularise the destination among Indian travellers.

The 20 and 30 seconds advertisement captures an Indian couple who share their holiday experience in South Africa. The commercial shows the adventure, nightlife, wildlife, luxury, wine route and beauty of the country.

South African Tourism country manager Hanneli Slabber said, "Given the fact that Indian television is one of the strongest consumer influencers, we wanted to leverage the medium with the launch of our television campaign. The commercial aims to demonstrate South Africa's warmth and affability through the eyes of Indians who have experienced the country. This New Year with our outdoor campaign we want to make South Africa top of the mind recall destination for everyone's travel plans. With these two campaigns we want to intrigue desire towards the destination and aid brand recall towards South Africa."

Outdoor Advertising Professionals (OAP) has handled the creatives and execution of the outdoor campaign. The scale of the upcoming campaign is spread across 16 types of media that comprises 452 media units covering an outdoor space of approx 1,90,000 sqft across 22 markets. The various media chosen for the campaign are billboards, backlit walls, bus shelters, cantilevers, glass façades, flagpoles, gantries, glow cubes, king-long buses, metro signage's, pole kiosks, subway panels, skywalks, standalones, malls and airport displays.