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South African Tourism– ‘Through the Lens’

06 October 2011
South African Tourism– ‘Through the Lens’


South Africa Tourism




North America; Asia-Pacific; Europe; Africa


June 2011-ongoing


TV; online

South Africa Tourism strengthened its partnership with National Geographic Channel by adding two destination vignettes to its ‘Through the Lens’ campaign.

The vignettes were created to add depth to the brand positioning and designed to highlight South Africa’s virtues while introducing global audiences to fresh aspects of the country. The videos feature acclaimed photographers Jodie Cobb and Joel Sartore on location in South Africa, with Cobb exploring the culture of Johannesburg and Sartore at the Madikwe Game Reserve.

“These vignettes are aimed at those who are adventurers at heart,” says South Africa Tourism chief marketing officer Roshene Singh.

The TV campaign rolled out to homes across North America, Asia- Pacific and Europe via the National Geographic Channel. Web users could access a virtual tour of the different tourism activities that South Africa offers on the National Geographic website. Furthermore, the online offering provides data to campaign planners about which messages are the most persuasive with markets in the various regions.

The activity is an extension of the tourism organisation’s ‘Through the Lens’ campaign, which began in 2005 to establish South Africa as an adventure and wildlife destination.


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