South African Tourism Says “Thank You” for Industry Support
Evocative music of South Africa echoed throughout the well landscaped grounds of the venerable Lion Gate Lodge in the Royal Botanic Gardens last evening as the South African Tourism office in Sydney thanked the media, trade partners and wholesalers for their solid support throughout the year.
Bangu Masisi, Manager, Australasia, South African Tourism said that country had enjoyed a very good year out of Australia and that 2007 would be even better. A major multi-prong advertising campaign currently in place would continue to reap benefits next year, she said.
[Pictured: The team at South African Tourism Connie Phalakatshela, Eric Baravilala, Mona Khreish, Janaya Birse, Bangu Masisi, General Manager, Australasia, and Candice Elsdon-Dew celebrated a successful 2006 at a “thank you” Christmas Party for the travel industry and media at Lion Gate Lodge, Royal Botanical Gardens in Sydney last night.]
A two month long cinema advertising campaign that began at the end of November is being directed to establish ‘brand South Africa’ in the mind of consumers. This promotion is being carried out in art house cinemas and “key main stream” cinemas in Sydney, Melbourne, Brisbane and Perth.
Meanwhile, a three month long on-line advertising campaign began on specific web outlets including Yahoo!, NineMSM and Lonely Planet in October. After a break for Christmas and New Year the campaign will resume in January and run until April.
Finally, a three month “tactical print” campaign is underway until mid December using metropolitan newspapers in Sydney, Melbourne and Perth. “Value-for-money packages” using ‘Early Bird’ air fares through South African Airways are being promoted in conjunction with the air carrier and various wholesalers, she said.
These packages are available for sale until the end of January. Currently there are some 20 wholesalers in Australia with South African product.
The focussed three-prong campaign using cinema, web and print advertising is targeting the 25 – 40 year old “wanderlust market” and the 45 – 60 year old “next stop South Africa market”, she said.
Ms Masisi said that now that the Sydney office at 117 York St had six members on the staff, dedicated personnel could be devoted to promoting the country as a business tourism destination in 2007.
Mr Eric Baravilala will be responsible for this in his newly appointed position as Business Travel Manager.
The team at South African Tourism Connie Phalakatshela, Eric Baravilala, Mona Khreish, Janaya Birse, Bangu Masisi, General Manager, Australasia, and Candice Elsdon-Dew celebrated a successful 2006 at a “thank you” Christmas Party for the travel industry and media at Lion Gate Lodge, Royal Botanical Gardens in Sydney last night.
Exclusive Report by Thomas E. King, TravelMole’s Travel & Lifestyle Correspondent
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