South Africa wins prestigious award
South African Tourism has won a global award for its "Adventurers Wanted" campaign in partnership with National Geographic.
The M&M (Media and Marketing) Global Award was presented at a ceremony in London attended by over 800 guests.
The "Adventurers Wanted" campaign, which featured a "tribe" of seven people from different countries who all visited South Africa for an adventure of a lifetime, ran on the the National Geographic television channel and in print. It also interactive social media and online component and it is estimated to have reached 260m people.
"We are delighted to have received this award, which we dedicate to the South African tourism industry," said chief marketing officer at South African Tourism Roshene Singh. "It's great to know our work with such a respected and apt global media partner for this campaign in National Geographic has been judged the best in the world.
"However, it is even better to know that this campaign worked so well for South Africa… that it established South Africa as the world's premier adventure destination; that it inspired millions of people all over the world want to come and experience South Africa, and that it showed just how exciting and accessible our country is – and how friendly and welcoming our people are."
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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