12 September 2011
South African Tourism wins global media excellence award
Roshene Singh, Chief Marketing Officer at South African Tourism
© South African Tourism
Winning campaign made millions realise how exciting and accessible South Africa is, and how friendly and welcoming South Africans are. - Roshene Singh, South African Tourism Chief Marketing Officer
SOUTH AFRICAN Tourism has won the prestigious and highly sought-after M&M Global Award for Nation and Destination Branding for its ‘Adventurers Wanted’campaign in partnership with National Geographic.
The M&M (Media and Marketing) Global Awards recognise and celebrate leading global advertising campaigns; the most innovative and effective work running in the international media; and the finest co-ordination of multiple advertising strategies. The award was presented at a ceremony in London last week attended by over 800 guests.
The ‘Adventurers Wanted’ campaign with National Geographic reached more than 260 million people around the world last year with personalised stories of the exhilarating adventure experiences offered in South Africa. It featured an ‘adventure tribe’ of seven people (one each from Germany, Australia, the United Kingdom, United States, France, Italy and the Netherlands) who came to South Africa for the adventure of a lifetime. The campaign ran on the National Geographic television channel and in print. It also had a strong, interactive social media and online component.
“We are delighted to have received this award, which we dedicate to the South African tourism industry,” says Roshene Singh, Chief Marketing Officer at South African Tourism. “It’s great to know our work with such a respected and apt global media partner for this campaign in National Geographic has been judged the best in the world.
“However, it is even better to know that this campaign worked so well for South Africa... that it established South Africa as the world’s premier adventure destination; that it inspired millions of people all over the world want to come and experience South Africa, and that it showed just how exciting and accessible our country is – and how friendly and welcoming our people are.
“It means our global marketing work has been recognised by our peers for its excellence; its effective use of media and its universal reach and appeal. And it means that we did the best job we could for one of the most exciting, beautiful and welcoming destinations in the world.”
South African Tourism was also nominated in the category M&M Global Award: Media Owner.
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