South African Tourism’s campaign to restore South Africa’s reputation

With the help of a single campaign a complete facelift of South African is attempted in an effort to leave its notoriety behind and enter a new era full of potential.

South African tourism agency, South African Tourism, has introduced a new advertising campaign across four major UK cities in order to invite tourism to South Africa, enhance the country’s reputation and establish it as a tourist destination equal to those of Europe and America.

Despite the fact that South Africa is the most advanced country in Africa today, its reputation is spoiled by the high criminal rates, poverty and poor living conditions, making it difficult for people around the world to view it as holiday destination. However, according to FutureBrand’s country brand index, in 2016 South Africa managed to climb up three ranks compared to 2015, reaching 35 out 50 countries.

South African Tourism and its new advertising campaign may help to restore the country’s status and show it in a different, more favourable light. The campaign’s desired result is for South Africa to increase its prestige and authority in the global economy.

South African Tourism collaborated with KLM Royal Dutch Airlines in order to release 100 taxis decorated with images of wildlife around Newcastle, Manchester, Birmingham and London. The initiative aims to advertise the most popular and unique experience South Africa has to offer, the safari.

Tolene Van der Merwe, hub head UK & Ireland for South African Tourism, says, “While South Africa has an incredible array of experiences to offer holidaymakers, our market research shows that British holidaymakers are increasingly inspired to travel to South Africa to go on safari. We hope that by putting our wildlife stars at the heart of our latest out of home campaign we will make sure that South Africa is on every UK traveler’s wish list for 2018 and beyond.”

As the UK market is the main source of transnational arrivals into South Africa, the country relies on the UK to appeal to five million tourists within the next five years. Running throughout April 2018, the advertising campaign will also highlight KLM’s service for transportation to Johannesburg via Amsterdam from Newcastle, Manchester, Birmingham and London.

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