Selling SA on National Geographic

Johannesburg – The National Geographic Channel is to give the people of Europe a taste of the rich holiday experience South Africa offers, with a week of special programming on the country’s best tourist destinations.

Starting on 9 October and covering colourful cultural celebrations, extreme sports, wildlife, fascinating historical explorations and more, the channel’s South Africa Week will broadcast 30-minute documentaries during prime time in the UK, the Netherlands, France, Germany and Italy.

Programmes and time-slots will be selected according to what research has revealed to be the most effective in that particular market. Each documentary will be repeated at least twice outside of prime time, within the following 24 hours, ensuring maximum exposure.

The eight outstanding documentaries each have an intriguing and unique South African story to tell, filmed to the high standards of National Geographic.

“From the comfort of their living rooms, viewers across Europe will dive with sharks off the South African coast, stalk leopards in the Mala Mala bushveld, and fly over the continent on one of the most epic adventures ever filmed – all over a one-week period,” says National Geographic’s Deborah Armstrong.

Partnership with SA Tourism

South Africa Week comes out of the multimedia partnership between National Geographic and SA Tourism, which has been in place since 2004. The programming will be supported by print and online advertising, a 30-second TV commercial and a 10-second billboard at the beginning and end of each documentary.

South African Tourism brand advertising and a series one-minute vignettes showcasing the country’s attractions will be screened during commercial breaks. All promotional elements will be translated into the specific country’s local language.

The National Geographic Channel has also recorded a one-minute interview with SA Tourism CEO Moeketsi Mosola, to be aired during South Africa Week and sent to stakeholders.

“This high-profile marketing exposure for South Africa, through the National Geographic Channel, will encourage more and more travellers from Europe to visit our destination and experience its breathtaking range of possibilities first-hand,” says Jerry Mpufane of SA Tourism.

“The role that tourism plays in the growth of South Africa’s economy is increasingly significant. Today, tourism accounts for 8% of the GDP and has the potential to contribute a phenomenal 12% by 2014.”

For more information on South Africa Week, visit the special pages on the National Geographic Channel website.

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