â€œWe know South Africa will deliver on his expectationsâ€¦ and moreâ€™ Roshene Singh, CMO at South African Tourism
ROBERT Crozier, a New Zealand national arrives in South Africa in early September to take up his prize as winner of the South African Tourism, BBC World â€˜Journeysâ€™ global marketing campaign.
Crozierâ€™s entry was drawn from thousands who chose their ideal South African itinerary from eight different themed uniquely South African leisure travel experiences. He entered via the campaignmicrosite,www.southafricanjourneys.com and was advised a few weeks ago that he had won the prize.
South African Tourism is presently planning a dream itinerary for Crozier and his partner who plan to take up their prize in September.
The prize includes return tickets to South Africa from New Zealand, accommodation for eight nights, breakfast, all domestic travel while in South Africa and Â£1,000 in spending money.
Crozier voted online for his ideal South African adventure showing a preference for the great outdoors, the scenic splendour and the adventure tourism experiences that South Africa is fast becoming globally celebrated for as a destination.
The â€˜Journeysâ€™ campaign was carried on BBC World News television, on the BBC World News website and on a specially created microsite: www.southafricanjourneys.com from October 2008 to March 2009. At its heart, the campaign had two 60 second brand television commercials and eight short commercial films that showed the diverse range of experiences on offer in South Africa. These long_form commercials were aired on BBC World News and drove traffic to the southafricanjourneys microsite, where the films could also be viewed.
The campaign attracted a truly global audience. BBC.com has more than 26 million unique users per month, and BBC World News television attracts up to 78 million viewers a week. A total of 8,751 prize entries were received from all over the world, including North America, Europe, Australia, China and Japan.
The campaign has given South African Tourism valuable information about the kind of experiences global travellers seek from South Africa, the reach of the campaign, the value of multi_media marketing endeavours and the successful positioning of South Africa as a world_class, highly desirable leisure travel destination.
The second phase of the global BBC campaign launches in September with more vignettes about the destination to entrench the desirability of South Africa as an exciting, warm, welcoming and desirable holiday destination.
â€œWe look forward to welcoming Robert and his companion to South Africa, and we are confident our destination will deliver on all his expectations, and more,â€ says Roshene Singh, Chief Marketing Officer at South African Tourism.