South-African Tourism launches OOH campaign across 18 cities in India

Posted on 01 March 2010 by BMMBoxer

Do you want to go for world-class shopping, enjoy wildlife safari, admire the scenic beauty and get wild with the outdoor adventures? If you think we’re talking about four different destinations here, then hold on. We’re talking about destination South-Africa.

The South African Tourism Board has launched an extensive national outdoor campaign targeting Indian traveler. The campaign has been rolled out across 18 cities, the largest number of cities targeted by any international board. The campaign aims to tap the potential from the smaller regional markets as well and thus has targeted cities like Amritsar, Chandigarh, Jalandhar, Ludhiana, Panchkula, Jaipur, Pune, Baroda, Surat and Mohali apart from the usual metros Mumbai, Bengaluru, Hyderabad, Kolkata and the NCR — Delhi, Gurgaon and Noida.

Medha Sampat, country head – India, South African Tourism, said, “India is an important and growing market for South Africa. Tourist arrivals from India have been growing steadily with a year-on-year growth at 18.1 per cent till October 2009.”

Creative hoardings consisting of a cut-out of a giraffe on a road median, cut-outs of footballers, elephants, and a jet skier diving into the water have been well placed in key metros to gain the attention of the target group.

Emphasizing on the facts, Sampat added, “Research has shown that, overall, Indian travellers are more than satisfied with their South African experience and a good percentage of them plan to return for a second holiday. South Africa has established itself as a preferred holiday destination for Indians. We are confident of riding the growth curve, with an aim to achieve 100,000 tourists by 2012.”

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