South Africa Tourism (SAT) and Myer have launched a new partnership to showcase the country’s tourism and culture aiming to change public perception of the destination.
The retail giant’s spring/summer 2013 season features the store’s ambassadors Jennifer Hawkins, Kris Smith and Jessica Hart modelling in some of South Africa’s sensational landscapes, with unique wildlife a complementing accessory.
South Africa was the perfect backdrop for the designs influenced by tribal style patterns, along with bright colours and earthy tones.
In Australia for the campaign launch, South African Tourism (SAT) chief executive officer Thulani Nzlima spoke to e-Travel Blackboard about the unique partnership and the opportunity to work with the already established Myer brand.
According to Mr Nzlima, Australian visitors to South Africa rose 14 percent in the first quarter of 2012 to more than 110,000, which is above the overall growth rate of 10 percent.
Mr Nzlima said he was optimistic about a strong future for the Australian market, backed by a strong Australian dollar.
“With the strength of the Australian dollar, South Africa offers even more value for money,” he said.
Aware of competition from neighbouring countries that also offer safari holidays, Mr Nzlima said SAT’s focus was to grow awareness of the depth of the destination attractions beyond the big five.
“We are not just a safari destination, we have a lot of other things too,” Mr Nzlima pointed out, listing the country’s culture, heritage, arts, music, and fashion as areas of interest.
The Myer campaign will help promote this, along with a positive message that South Africa is a safe place to travel to.
“Seeing acclaimed models like Jenifer Hawkins in South Africa can only promote South Africa as a safe destination,” Mr Nzlima commented.
While it is too early to see the results of the partnership, South Africa Tourism expects the next three months will show positive results from the campaign.
Source = e-Travel Blackboard: K.W