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SA Tourism extends ‘Through the Lens’ campaign

South Africa Tourism is teaming up with National Geographic Channel as it looks to add two new destination vignettes to its ‘Through the Lens’ campaign.

The vignettes are broadcasting across North America, Asia-Pacific and Europe and highlighting South Africa’s virtues as a destination. The campaign will also air on National Geographic’s website, which will provide data for campaign planners about the most persuasive messages in the campaign. The two vignettes feature photographers Jodie Cobb and Joel Sartore in South Africa.

The activity is an extension of the ‘Through the Lens’ campaign, which began in 2005 with the aim of underlining South Africa’s standing as an adventure and wildlife destination.

Josh Colley, London