SA Tourism launches last leg of three-year campaign on EuroSport ahead of soccer world cup
19. Nov, 2009
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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. This leg of the campaign runs until December 22.
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. 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 give powerful endorsements of this nation’s excitement around the World Cup and compelling evidence of our state of readiness.
Sepp Blatter, FIFA President, for example, says in one of the mini features: “We’re waiting with interest, especially after the great Confederations Cup that South Africa delivered. In spite of what the pessimists thought and said, South Africa has proved that they are able to handle the organisation and delivery of a big football event. It’s going to be a great World Cup.”
Bafana Bafana Captain Aaron Mokena who has played before crowds all over the world extols the virtues of South African football fans. “It’s unbelievable in South Africa, and very different from Europe. Here our fans sing and dance. They celebrate. It’s a different mentality from Europe.”
If there’s one point that the campaign makes, it’s that the 2010 FIFA World Cup will be different from anything the world has yet experienced. 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 will ably deliver this differentness. And, as Organising Committee CEO, Dr Danny Jordaan, points out in one of the features: “Football is not just a sport in South Africa. It’s an obsession and a way of life.”
2010 will be similar to previous championships only in its efficiency; in its management and in its slick, world-class delivery. In every other respect it will be unlike anything the world has ever experienced… it will be better.
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.
The pan-European channel broadcasts into 59 countries including Norway, Denmark, Iceland, Belgium, Greece, France, Spain, Egypt, Morocco and Tunisia.
“EuroSport delivers an attractive and potentially lucrative market to us,” Singh says. “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.
“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.”
My name is Muzi Mohale a full-time travel blogger, your host at Travelwires.com responsible for all editorial on this blog. I blog about the travel and tourism industry in Africa. Apart from blogging about tourism, I also run 
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