In a scene that plays out at schools nationwide, young children race down a flight of stairs. Some are fast, leaping down multiple steps at a time, others are more steady — carefully jumping from one to the next. What they have in common is the excitement to get wherever they’re going.
Their enthusiasm is palpable, and in their new video which opens with these children, South African Tourism hopes it’ll be inspirational.Advert aims to create demand for travel
The advert is part of an initiative to create demand for tourist travel to and within South Africa and also influence the removal of travel “barriers” to South Africa. Hopes are that both citizens and visitors will have the joy and energy portrayed in the video.
“It was important for us to start this brand journey by firstly reminding South Africans of who we are, of creating conversation and of re-invigorating the national psyche,” South African Tourism CEO Sisa Ntshona said on the Bizcommunity website.
At the same time, we have created this initial work to be true to our essence and identity so as to connect with international and domestic audiences based on what they have been telling us through their experiences of our country and through our insights and analysis.”First in series to call South Africa to ‘collective action’
The advert will be flighted on local TV and across digital platforms over the next three months.
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Travel and tour information summary from The South African Travel News.
Author: Norma Young