key2holidays wins first Ubuntu Award
In November, South African Tourism announced key2holidays as the winner of the first Ubuntu Award during a reception at the Trafalgar Hotel, Trafalgar Square. Recognising innovation and vision in marketing South Africa as a destination, the award will set a standard for the travel industry in marketing the country and the prize money will contribute towards implementing the winning proposal.
Lips were sealed as to the nature of the winning proposal, which will be rolled out as a marketing campaign during January 2009 – the peak booking month. However, Lebo Mokhesi, UK Country manager at South African Tourism, commented:
“It was obvious that the winners had taken great care to understand South Africa’s offering as a destination, as well as South African Tourism’s current objectives in marketing the country. We wait in anticipation for the roll-out of this campaign in 2009 and hope it will entice repeat and first time visitors to visit, what we believe, is the best country on earth.â€
Over 20 entries were received and reviewed by a panel of industry and marketing experts consisting of Gary Leith, the CEO of Ogilvy; Professor David James from Henley Business School; and Martin Couzins Managing Editor of Travel Weekly. The panel shortlisted four proposals from key2holidays, STA Travel, Audley Travel and Somak.
Roshene Singh, Chief Marketing Officer at South African Tourism, said: “As a destination, we strive to be on the cutting edge and that is why we were so keen to award innovation in destination marketing. Throughout the year, we receive amazing support from the industry in promoting and selling South Africa, and we hope this award goes some way to acknowledging this dedication.â€
Eligible to enter for the award were individuals, large and small businesses, and organisations within the travel and tourism industry.
Report by Chitra Mogul
Chitra Mogul
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