DURBAN: South Africa on Monday launched the Domestic and Africa Mass Mobilisation programme that will beef up the multimillion marketing strategy launched last year by South African Tourism.
The programme will add to the already existing advertisements being shown on larger networks, like CNN, but this time around it will focus on South Africans inviting the rest of the world to come and learn the vast cultural experiences.
“We want to build solidarity within the rest of Africa and we want the rest of the world to know that there is potential in Africa and the rest of the world and to change attitude towards the continent,” explained Paul Bannister, acting CEO of International Marketing Council (IMC) of South Africa.
The campaign involves a 60-second advertisement that will be broadcast on television stations across the continent, including Btv and centers around the football (diski) moves and sends the message for the visitors to celebrate with Africa.
SA Tourism will spend P10 million on the Africa campaign for the brand and P30 million for the domestic market.
“We call (the campaign) a calling because we use the vuvuzela. It encourages people of Africa and South Africa to come and celebrate with us,” added Bannister.
About a million soccer fanatics are expected for the 2010 World Cup although most of them will end up at the fan parks because they cannot all go to the stadiums. At least 6 million people are expected to end up at the fan parks. There are only 3 million tickets available for the games.
Meanwhile, South African Tourism will be focusing its attention on the continent with a visit to Botswana next week by targeting focus groups.
Regional Director, Africa and Domestic Markets, at South Africa Tourism, Phumi Dhlomo, said in a interview that “we do not want to assume; as neighbours, we know what Batswana want” and hence the trip.
He said that their positioning is not to focus on shopping that most Batswana do in South Africa.
“We want a sustainable market,” explained Dhlomo.
“We have started to see a decline from the Botswana market. We are looking at what Batswana want,” he added, saying they are targeting radio and print media.
Tomorrow (Monday) SA Tourism will have a media panel discussion that centers on travel journalism and challenges the Botswana media faces in reporting about tourism.
Dhlomo said he hoped the campaign they launched together with other stakeholders (Domestic and Africa Mass Mobilisation programme) that include the International Marketing Council (IMC) will have an impact.
Batswana are known to visit South Africa for shopping, but lately they have been visiting the country for music festivals. They were there recently for the Jazz Festival in Cape Town.