South Africa invites the world to play
South Africa ranks amongst the world’s top sporting and great outdoor destinations. To leverage this fact and make the most of its competitive value, South African Tourism launched a campaign in October with the leading sports multimedia platform in Europe, Eurosport, that highlights the sporting and adventure tourism experiences that South Africa offers to searchers of a golden suntan and seekers of the great outdoors.
The campaign also draws attention to the fact that sport is a great unifier of the nation and is an important tool in reaching South Africa’s growth and development ambitions.
The campaign will run until January on Eurosport International. It features a vignette about South Africa’s status as a fantastic playground and adventure tourism destination. The four-minute production gives due attention to South Africa as host nation of the 2010 FIFA World CupTM. However, it also focuses on the vast variety of sporting codes and outdoor activities offered in what it calls “an incredible countryâ€.
Eurosport’s more than 22 million daily viewers in 59 countries are invited to visit South Africa to get their action-filled share of pursuits as diverse as microlighting and bare back ostrich riding; surfing and playing cricket with children in suburban streets; yachting and bungee jumping; jet skiing and tree top canopy exploration.
Roshene Singh, Chief Marketing Officer at South African Tourism says the partnership with Eurosport entrenches South Africa’s global destination competitiveness and gives evidence of the immense variety of experiences South Africa offers. “It is our intention, with the partnership, to make the most of the attention we already have as host nation of the 2010 FIFA World Cup,†she says.
The Eurosport partnership is one in a suite of collaborations South Africa is committed to with various global media networks. The collaborations are engineered to grow awareness of South Africa as an accessible, textured, exciting, warm, hospitable and irresistible destination and to boost visitor numbers to ensure 10 visitor arrivals by 2010.
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