South African Tourism will launch two UK marketing campaigns in July in a bid to capitalise on the popularity of the World Cup.
Lebo Mokhesi, the UK’s country manager, said the two campaigns will be themed around having 20 experiences in 10 days and 1,001 things consumers didn’t know about South Africa.
She added although details are yet to be finalised, the tourist board will be working with the trade on at least one of the two campaigns in a bid to capitalise on the hoped-for success of the global event which could attract as many as 4 billion television viewers.
Mokhesi said the 20 experiences campaign will be targeted at the youth adventure market and a British couple are already touring the country being filmed and photographed undertaking a number of activities for the campaign.
Meanwhile the tourist board is undertaking negotiations to sign up an airline partner for its 1,001 things campaign which aims to promote the unknown South Africa to the broader UK market.
Although final details are yet to be confirmed, it is hoped the campaign will also feature tour operator partners and will focus on working with the trade to attract visitors.
Mokhesi said: “We can create awareness and demand for the country but we have to have people in the trade to fill the seats (on flights). We’re also talking to the trade about delivering the experiences we’re advertising.”
Marthinus van Schalkwyk, South Africa’s minister for tourism, added: “We’ll be launching the campaign both her in the UK and in Europe to make sure we capitalise on the World Cup.”
Mokhesi added around 100,000 tickets for the World Cup have been sold in the UK with a further 38,000 available for football fans in the country.