Eurosport entrenches SA as premier sport and outdoor destination

Johannesburg – South Africa is rated one of the world’s top sporting and outdoor destinations, a fact that four South African celebrities will bring to vivid, colourful life this month on one the world’s biggest and most watched sports channels – Eurosport. The Eurosport Sports Traveller vignettes go live on air on January 28 and are designed to entrench South Africa’s position as the world’s premier adventure destination.

Cricket legend Jonty Rhodes, Olympic gold medalist Elana Meyer, Springbok rugby player Gcobani Bobo and Afro-pop star Tshidi Moholo talk in the vignette about their passion for their homeland and show Eurosport’s 22 million viewers their favourite haunts in their favourite cities Johannesburg, Cape Town and Durban.

Among the places and spaces shown by the four are restaurants, sports and adventure spots and natural wonders, for which South Africa is world renowned.

Eurosport is Europe’s top sports channel, reaching 22 million viewers a day in 59 countries. The Sports Traveller vignette on South Africa will enjoy huge international reach, giving viewers a taste of the sporting experiences that the destination offers as well as the many great places that make a visit here unforgettable.

The vignette is a component of South African Tourism’s global marketing campaign that was launched last year and that, in total, represents an investment of more than US$22 million and will reach more than 1.9 billion people across five global television news and actuality channels. The collaborations are engineered to grow awareness of South Africa as an accessible, textured, exciting, warm, hospitable and irresistible destination.

Roshene Singh, Chief Marketing Officer at South African Tourism, says the campaign entrenches South Africa’s global destination competitiveness and gives evidence of the immense variety of experiences South Africa offers.

“In winning the right to host the 2010 FIFA World Cup, South Africa showed the world that we have the wherewithal and infrastructural capacity to present a global event of this magnitude. Now, in the run-up to 2010, we want to show the world too that we offer a wonderful sports and outdoor lifestyle that many people in our key global markets yearn to experience.”

“South African Tourism is determined and committed to investing in marketing during the financially stringent times the global industry presently experiences. It would be foolish of us to lose our destination’s top of mind status now, because this would mean losing arrivals to competitors later,” concludes Singh.

“This campaign is further proof of Eurosport’s excellent relationship with South African Tourism. What better way to showcase the region’s wonderful natural attractions and hospitality than through the eyes of its local heroes. Eurosport will continue to play an important part in raising awareness of South Africa as it prepares for the 2010 FIFA World Cup,” says Heather Bowler, Global Communications Director, Eurosport.

Eurosport is broadcast into 116,000,000 homes in 59 countries. The network reaches 21,700,000 people every day.

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