Shephali Bhatt
Dec 29, 2011

South African Tourism rolls out its annual cinema campaign

The ad will be featured during movies like The Dirty Picture, Ladies Vs Ricky Bahl, Agneepath, and Don 2

South African Tourism rolls out its annual cinema campaign

South African Tourism has rolled out its annual ad campaign in order to promote the destination in the Indian market. The ad captures various activities, destinations and travel experiences that one look can forward to in South Africa.

Watch the advertisement here


It is a nationwide campaign undertaken across seven key markets in India for a period of six weeks. The ad is being screened across leading multiplexes and cinema halls during big banner Bollywood movies like The Dirty Picture, Ladies Vs Ricky Bahl, Agneepath, and Don 2, in a bid to draw bigger crowd attention towards the campaign.

Commenting on the campaign, Hanneli Slabber, country manager, South African Tourism, said, “Given the fact that Bollywood movies  are one of the strongest consumer influencers and attention drawers, it is the best time to leverage the medium to launch an  advertising campaign. It is also an appropriate time to start an annual campaign of this scale, with the New Year round the corner, for this is the time when people are planning to go on holidays or keeping aside a budget for summer holidays. South Africa as a destination is a complete family package, the nation provides various forms of activities and travel experiences for every age group. Our advertisement has been able to brilliantly capture the same. We are confident that the advertisements will definitely tempt the Indian audience to consider a holiday in South Africa.”

South African Tourism has witnessed a 22% increase in Indian tourist arrivals to the country between Jan-July 2011. The month of July witnessed a total of 8,609 Indian travellers visiting the rainbow nation compared to 7,043 in July 2010. There has been an overall increase of 38.2% in Indian tourist arrivals between January–July this year vis-à-vis the previous year with 52,588 Indians visiting the country. South Africa saw more than 8 million tourist arrivals (8 073 552) in 2010, compared to just over 7 million (7 011 865) in 2009.

Campaign India

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