Khaki Fever campaign continues to ignite German interest in South Africa

Following the success of the Khaki Fever campaign launched in Germany in 2008 South African Tourism in Germany is extending this winning marketing concept into 2009 with a series of brand new Khaki Fever challenges.

From November 25 to December 2nd five teams, selected through an interactive multi-tier promotion campaign will face typically South African challenges as they compete for the Khaki Fever Challenge Trophy – this year in the Eastern Cape.

Excitingly for German audiences, 2009 sees actress Wolke Hegenbarth accompany the five teams. Wolke’s participation serves to link this year’s Khaki Fever campaign with South African Tourism’s successful “Voices” endorsement campaign.

Theresa Bay-Mueller Bay-Mueller, South African Tourism’s Country Manager in Germany adds that, “Wolke Hegenbarth is the perfect escort for all these adventures and experiences. As a wonderful actress she speaks directly to our target group in Germany. Being married to a South African she is also closely connected to our brand and deeply knowledgeable of our country.”

As the German face of the 2009 Khaki Fever campaign, Hegenbarth has featured in TV shows, radio interviews and magazines – living the Khaki Fever brand.

Each of the five teams represents one of South African Tourism’s brand partners in Germany who have helped the 2009 Khaki Fever campaign generate over four million Euro in publicity, reach over 55 million radio listeners, and attract 16000 participants to the campaign site. Beyond the traditional and social media coverage generated the 2009 campaign has also driven record sales of South Africa through tour operator fly.de.

“All these numbers show us that Khaki Fever and it partners are directly responsible for the strong brand presence that South Africa currently enjoys in the German market despite the global recession” says Bay-Mueller, South African Tourism’s Country Manager in Germany.

This year’s Khaki Fever partners are Amarula, Panasonic, Avis, t-online.de and Frosta.

For those in Germany who didn’t make it to the final round in South Africa the website www.dein-suedafrika.de allows interested audiences to follow the finalists on line as they experience the challenge and adventure of South Africa first hand.

Share

Related Stories

• German soccer ledged and Khaki Fever Challenge winners thrill audiences at ORT
• SA Tourism in Germany boosts South Africa’s media image
• Tourism Minister welcomes 100 German travel luminaries
• Well done South Africa. Welcome 2010!
• BBC World winner takes all in South African ‘Journeys’ campaign

FREE  for 30 days

 Email This  Print This