The latest phase of South African Tourism's three-year campaign on EuroSport launches on November 25 with three sixty second commercials and three mini destination features that showcase both South Africa's building excitement around the 2010 FIFA World Cup and the nation's outstanding state of readiness for the global football spectacular.
The three-year campaign (currently in its final year) will reach more than 117 million households (22 million viewers a day) across Europe and some African countries.
The pan-European channel broadcasts into 59 countries including Norway, Denmark, Iceland, Belgium, Greece, France, Spain, Egypt, Morocco and Tunisia.
It features elements on the EuroSport website that direct viewers to South African Tourism's homepage for a campaign that fully exploits a mix of marketing elements for maximum brand exposure and engagement.
The mini destination features aim to give powerful endorsements of the nation's excitement around the World Cup and provide compelling evidence of a state of readiness.
If there's one point that the campaign aims to make, it's that the 2010 FIFA World Cup will be different from anything the world has yet experienced.
Factors highlighted include the diversity of the destination; the excitement of the people; a deeply entrenched welcoming African culture; the spirit of celebration that pervades South African gatherings; and the nation's sports fanaticism.
Roshene Singh, Chief Marketing Officer at South African Tourism says this latest phase of the campaign entrenches an already strong partnership with EuroSport and will do much to drive home South African destination awareness in the crucial months preceding the World Cup.
"EuroSport delivers an attractive and potentially lucrative market to us," Singh said.
"This is the right campaign for that market. It showcases the amazing beauty of our country; the warm, celebratory, cheerfulness of our people; our wonderful tourism infrastructure and our delight at the prospect of welcoming the world next year.”
She added, "It's exciting and reflects the soul of our people as well as our country's absolute determination to succeed. It's very important for our industry that 2010 fulfills its role as a destination positioning platform for our destination.
“Boosted arrivals from Europe must be identified as one of 2010's most important legacies for our destination and our industry."