This presentation is a marketing communication class project on promoting tourism for South Africa.

1. South African TourismEmbrace. Enrich. Awaken.Experience South Africa By: Sharmonique Shade

2. Tourism Environment Tourism is a driver of economic growth worldwide. Tourism market has grown 24% between 2003-2008 Over 130 countries are driving their tourist industry more than any other service sector

3. UK Tourism Environment Spending increased 61% over the past decade as consumers seek new experiences Two thirds of those whose last holiday was outside of Europe stayed for 14+ nights Travelers are taking one longer holiday or more mini breaks

6. South Africa Tourism The 7.8% increase in arrivals is much higher than the global average

7. Why South Africa?These are the reasons UK residents find South Africa appealing…

8. Why South Africa?This is what UK residents had to say about South Africa… “Moyo Restaurant serves a righteous ostrich burger!” “The list of thrills and chills seems endless…Cape Town is a prime destination for the backpacker set.” “There’s a mix of old African charm with a modern flare.” “This is actually a do-able dream trip.”

9. Target Audience Middle to Upper Class Enjoys wildlife in natural environments Age 25 - 44 Traveler not a tourist Looking for new & exotic holidays Plan holidays around camping, hiking and adventure sports Young, Early Adopters Consumers from the UK Ecotourist interests

10. Strengths +

11. Weaknesses -

13. The fastest-emerging niche markets include off the beaten track adventure destinations

14. Consumer expenditure on holidays and travel will grow by 1.3% over the period 2009-14

16. Competitors Top 10 UK visitor destinations 2008: South Africa had 425,000 UK travelers

17. Current Marketing Strategies Tagline: “It’s Possible” Joint commercials to promote SA and the World Cup 2010 Launched a travel channel on the SAT website SAT ran a cinema ad campaign until February 2009 Host UK journalists to experience an adventure filled trip Sweepstakes with National Geographic Channel to win a 10-day holiday

18. Objectives Communication Objective: To position South Africa as a close, affordable long-haul holiday destination that will empower and rejuvenate travelers through diverse experiences To increase awareness of the country as a holiday destination. Marketing Objective: To increase the number of visits to South Africa prior to and following the 2010 World Cup by 15%

19. Insight Travel is a process by which people communicate who they are while shaping their own identity.

20. Differentiation South Africa offers an array of diverseactivities for whatever the traveler wants to do, when they want to do it. South Africa is an exotic escape and travelers will return empowered from their new experiences.

21. Campaign Strategy Embrace. Enrich. Awaken. “Experience South Africa”

22. “Experience South Africa”

23. Advertising Newspapers: The Sun (the UK’s highest circulation national daily newspaper with approximately 3-million readers) Online: TravelMail.co.uk (that receives 1.5 million page impressions per month and has 250, 000 unique users) Times Online (that has over 20,000,000 unique users and is a highly regarded source of travel information in the UK) The Press Association (which syndicates to more than 300 regional newspapers) TV: (Flighting) BBC, CNN, Sky News, Sky Sport, Fox TV, Eurosport and National Geographic Channel

24. Marketing Mix – Tactics “Experience South Africa” Reality TV-style competition where UK-ers participate in various physical sports in SA’s beautiful landscape Participants will blog, Tweet and post challenge reports on a challenge microsite Partnership with airlines and other exotic location tourism units to do an adventure excursion through 3 countries (ie. South Africa, Caribbean, Australia) Sponsor travel bloggers on an “Experience South Africa” trip

25. Marketing Mix – Tactics Update South African Tourism website Incorporate features for travelers to upload videos, pictures and comments about their trip Facilitate a discussion forum for visitors for future trips Use Facebook to build friends and provide special offers through social networking Mobile App – game designed as an adventure challenge Provide mobile capability for easy booking from mobile phones

26. Marketing Mix – Tactics Encourage current travelers to utilize peer review travel websites in exchange for special discounts: Nextstop, Whereivebeen.com, Wikitravel and TripAdvisor SAT Twitter account Update with events and local hot spots for travelers

27. “As we let our own light shine, we unconsciously give other people permission to do the same.” - Nelson Mandela Embrace. Enrich. Awaken.Experience South Africa