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WATCH | SA’s Live Again campaign aims to re-engage visitors

With its newest worldwide advertising effort, South Africa’s troubled tourist industry hopes to win back overseas visitors who have fled the country.

The Covid-19 virus has wreaked havoc on the worldwide travel industry. For South Africa, the situation is particularly dire because of the discovery of novel coronavirus strains, which has resulted in the country being subjected to lengthy travel restrictions.

It is predicted that 470,000 jobs in South Africa’s tourist sector have already been destroyed as a result of the economic downturn. It is estimated that the South African economy would lose around R7.9 billion in 2021 as a result of spending ten months on the United Kingdom’s “red list.” Travel restrictions from other important source markets, such as the United States and Germany, have contributed to the increase in revenue losses.

However, most of the globe has subsequently opened its doors to South Africa, lifting travel restrictions, eliminating obligatory quarantine rules for returning citizens, and restoring regular flights.

The South African Tourism Board has launched a new worldwide campaign dubbed “Live Again” in an attempt to leverage on the reopening of global travel markets. The campaign’s goal is to reposition South Africa “firmly in the hearts and minds of foreign visitors.”

With the help of a prominent local creative firm, Joe Public United, the Live Again campaign was launched in March and plays on the concept of discovering new sights and sounds as an antidote to the coronavirus-induced cabin fever that many people are experiencing.

It is suggested by the promotion that South Africa, with its numerous landscapes and cultures, is the ideal destination to satiate this newly discovered wanderlust.

In a statement released by Joe Public United, the company’s chief creative officer Xolisa Deyshana stated, “Joe Public United is happy to have been a part in conceptualizing and producing this campaign.”

“South Africa will benefit greatly as a result of this campaign, since it will be re-introduced into the consciousness of travelers all over the globe. In the midst of our collective rebirth after two years of the epidemic, South Africa is welcoming visitors from all over the world, from business to pleasure. This is exactly what we intended to bring to the forefront of the conversation.”

According to Joe Public United, the creation of the advertisement required 170 crew members to stay in more than 1,000 rooms around the nation for varied lengths of time.

The almost three-minute-long advertisement shows classic South African locales such as the vibrant Bo-Kaap district in Cape Town, the Blyde River Canyon in the Drakensberg, and Nelson Mandela’s capture site, which is commemorated by a towering steel monument outside Howick in KwaZulu-Natal.

South Africa’s acting CEO, Mzilikazi Themba Khumalo, said the Live Again campaign embodies the country’s brand promise to inspire new ways, as tourists enjoy distinctive leisure, cultural, business, and events travel experiences that will re-energise body, mind, and spirit while on their travels.

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