Sho't Left reinvents itself
3 June 2011 Sho’t Left takes centre stage and gets ready to rock the local travel industry.Last night , South African Tourism showcased its revitalised Sho’t Left campaign, aimed at motivating a new generation of South Africans to explore their own country and put the spotlight on domestic travel. At the campaign’s media launch yesterday evening at Newtown’s iconic Turbine Hall, SA Tourism highlighted the countrywide travel experiences of seven sets of inspirational artists who are at the heart of the Sho’t Left campaign, which will air on nationwide television and radio commercials from Monday 6 June 2011.Award-winning deejay Black Coffee, popular Soweto rock band BLK JKS, SAMA-nominated pop duo The Arrows, television personalities and fashionistas the Cream Cartel, writer and poet Natalia Molebatsi, innovative graphic designers Am I Collective and acclaimed painter and artist Mary Sibande are the Shot’s Left trend-setters, whose travels to all corners of South Africa will feature in the new domestic tourism campaign. From highlighting such hidden gems as Hotazel, Kuruman, Modjadji and Kosi Bay this integrated marketing campaign, aimed at supporting provincial tourism efforts and the domestic tourism trade, seeks to show that whether you turn left or right the wonder of a country awaits and “there really is no such thing as a wrong turn”. The exciting Sho’t Left campaign encourages South Africans to be inspired and follow in the footsteps of BLK JKS on an adventure through the Northern Cape, a journey with The Arrows through Gauteng’s hottest spots, simply drift off to Limpopo on Mary Sibande’s spiritual journey, meander through KwaZulu-Natal like Black Coffee did, or follow Natalia Molebatsi’s mesmerizing words and explore the Free State, or eat, drink and live fashion while travelling through the Eastern Cape like Cream Cartel, or simply paint the town red with Am I Collective in the Western Cape.
A desire to create a deeper emotional connection with South Africans and make travel a fun, relevant and enriching experience is what has driven SA Tourism to break the domestic marketing mould and embark on a year-long campaign focused on highlighting the hidden tourism gems in all nine provinces and attract the burgeoning youth and young-adult market. “Our 2010 domestic tourism figures showed an increase in the number of leisure trips taken by South Africans and a greater inclination for domestic leisure travel. With this in mind, the campaign looks to further captivate an already-engaged market and create greater demand for out-of-the-ordinary South African experiences in all nine provinces, such as those undertaken by the artists in our Sho’t Left campaign,” said Phumi Dhlomo, Regional Director: Africa at SA Tourism. “The artists working with us on the Sho’t Left campaign have considerable followings in the target market we’re looking to inspire to travel. Their spirit, boundless curiosity and desire to have a good time will resonate with people looking to take a break from their everyday lives and travel, while having fun with friends,” added Dhlomo. The new Sho’t Left campaign features a staggered roll out of seven television commercials, which have been abridged for use on Sho’t Left’s very own YouTube channel. In addition to this, the recently upgraded Sho’t Left website (www.shotleft.co.za <http://www.shotleft.co.za/> ) and mobisite (www.shotleft.mobi) will give local travellers access to affordable travel packages, destination insights and the chance to engage with fellow travellers. The campaign will be further driven through print adverts, radio spots, activations and public relations activities, giving the important domestic travel agenda a welcome boost.All tourism companies offering a travel-related service were invited to load their specially packaged deals on the Sho’t Left website and mobisite to benefit and promote their travel businesses.
SA Tourism’s Joint Marketing Agreements with its domestic tourism partners are paramount to the success of the new campaign, giving consumers the chance to experience affordable and regular travel throughout the country. Partners who are making affordable domestic travel deals readily available at their outlets include Thompsons Holidays/Computicket Travel, Flight Centre, STA Travel and Pick ‘n Pay Travel, “Domestic tourism is critical in generating the bulk of the country’s tourism revenue and also creating and sustaining much-needed jobs in the industry. Just as we’re encouraging South Africans to travel more often, we also want to emphasise that our local travel industry plays a critical role in getting South Africans inspired to go out there and explore by offering exciting, affordable and accessible packages. We’re ready to fully reveal South Africa’s potential as a memorable, enriching and exciting travel destination for domestic travellers,” said Dhlomo.