South Africa used BBC sponsorship to drive consideration amongst adventurous travellers. The South African Tourism created a series of commercial films and reached affluent, frequent flyers through BBC World News (including sponsorship of Sport Today’s World Cup coverage) and It’s Possible South African Tourism advertising on bbc.com.
Additional support for the campaign came through print advertising in Lonely Planet magazine and a dedicated microsite, which housed the films and provided extended content and competitions. The campaign delivered 26.5 million ad impressions and 48% uplift in recall amongst those exposed to the ads on BBC platforms. Users from over 200 countries and territories visited the South African Tourism microsite.
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Brand: South Africa | Sector: Travel & Tourism | Objective: brand awareness and favourability | Format: BBC sponsorship |
“Striking visuals and quality production throughout have ensured the campaign has not only created a big impact with the audience, but has also taken them on a unique personal journey across South Africa.”- Roshene Singh, Chief Marketing Officer, South African Tourism
