On the back of a spurt in the outbound tourist figures from India, South Africa Tourism has started a television and outdoor campaign to woo more Indian tourists to the country.

The 20- and 30-second advertisements feature an Indian couple who share their experience of travelling to South Africa. The commercial captures the experience of adventure, nightlife, wildlife, luxury, the wine route and beauty of South Africa. With this advertisement, South African Tourism aims to reach out to Indian travellers through various entertainment and news channels.

“India is a core market for South Africa and the country has witnessed double digit growth in arrivals over the years,” said Ms Hanneli Slabber, Country Head India, South African Tourism. South Africa received more than 67,000 Indians between January 2011–September 2011 and the country has an ambitious target of drawing one lakh Indians to visit the destination by 2014. Tourists visiting India in 2010 went up by 17 per cent, while in the January–September 2011 period, the growth witnessed was nearly 30 per cent compared to the previous year, according to the official figures of South African Tourism.

Along with its television campaign, South African Tourism has also launched its outdoor campaign done by Outdoor Advertising Professionals. The scale of the upcoming campaign is spread across 16 types of media that comprise 452 media units, covering an outdoor space of approximately 1.9 lakh sq ft across 22 cities. The various media chosen for the campaign include billboards, backlit walls, bus shelters, cantilevers, glass façades, flagpoles, gantries, glow cubes, king-long buses, metro signages, pole kiosks, subway panels, skywalks, standalones, malls and airport displays.

South Africa Tourism conducted a road-show recently in five cities and also plans to hold similar road-shows in July.

> niveditag@thehindu.co.in

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