Selected global media includes TV spots, substantial print presence in National Geographic magazine issues in most major markets, and high incidence of SA Tourism messages on international National Geographic websites. This comprehensive tourism drive is gaining additional reach and frequency in the UK via Sky News, and in the USA through on-the-ground events in New York City.
According to Terry Naude, Starcom's Media Director responsible for SA Tourism's media strategy, National Geographic's audience ideal matches SA Tourism's target market. "National Geographic supporters are environmentally aware, adventurous, individuals who welcome new holiday destinations. Through National Geographic we reach them during their leisure time when they are highly receptive to the multitude of travel opportunities South Africa offers.
The creative execution of the campaign, produced by The Agency, uses professional video footage in the form of 60" vignettes and photographs taken by leading National Geographic cameramen and photographers to show some of South Africa's unique offerings.
Boosting the campaign is a 20 page editorial feature in National Geographic's Traveller magazine, which enjoys a large and loyal readership in the USA.
