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7 October 2011

South Africa comes to life in German retail stores

An exciting partnership to promote South Africa in Germany takes off during October

A taste of South Africa in Germany. A taste of South Africa in Germany.

“Our presence in the stores simply puts South Africa front of mind, when shoppers are already looking to purchase clothes, gear and other merchandise for their future trips. The inclusion of tour operator Wikinger Reisen, who specialise in active leisure holidays, affords us the additional opportunity to convert interest into sales; a critical element to ensure that our activation results in increased German arrivals to South Africa. Theresa Bay-Müller, South African Tourism’s Country Manager in Germany

An innovative agreement between South African Tourism, German tour operator Wikinger Reisen and German-based outdoor gear retailer Globetrotter Ausruestung will see shoppers engage with destination South Africa like never before. The partnership, running throughout the month of October, will see five Globetrotter stores transformed into a truly encompassing South African experience, complete with full window dress, multi-sensory video shows and authentic South African culinary treats and experiences.

Theresa Bay-Müller, South African Tourism’s Country Manager in Germany, is confident that the activation will expose the outdoor exhilaration of South Africa to a captive audience. “Globetrotter consumers are already actively pursuing their outdoor and adventure travel dreams,” says Bay-Müller. “Our presence in the stores simply puts South Africa front of mind, when shoppers are already looking to purchase clothes, gear and other merchandise for their future trips. The inclusion of tour operator Wikinger Reisen, who specialise in active leisure holidays, affords us the additional opportunity to convert interest into sales; a critical element to ensure that our activation results in increased German arrivals to South Africa.”

Globetrotter stores are at the pinnacle of outdoor retail in Europe, dubbed as the most innovative and growing company within their segment throughout the whole continent. With more than 5 million feet through their stores in a single year, Globetrotter offers the ultimate in outdoor experiences through bespoke store fittings and experiences such as indoor basins for boat testing, climbing walls, cold chambers and diving lessons.

“It is a pleasure to be able to conduct such a great promotion with such an appealing destination; South Africa offers everything our products stand for – a fascinating variety of experiences within a beautiful scenery,” says Torsten Fischer, Director of Marketing at Globetrotter Ausruestung.

South African Tourism’s official ‘Ambassador from the bush’, Ranger Hendrik, who keeps German wildlife and travel enthusiasts on social media platforms entertained with his personal stories of South Africa, will be in Germany throughout the month, engaging with consumers with ranger training, storytelling and drumming sessions.

The activation period is predicted to engage with more than 1,2 million consumers. At the end of the activation month, a winner from Germany will live-out their South African experience with a sponsored trip courtesy of Wikinger Reisen. This trip will be documented on Globetrotters blogging portal and is supported, in the run up to the overall activation, by an extensive media and social network campaign targeting more than 4,2 million consumers.

ends

For further information contact:

Jermaine Craig at South African Tourism

Tel: +27 11 895 3000 or 083 2010 121

Email: jermaine@southafrica.net

Website www.southafrica.net

Inquiries at Ireland/Davenport can be directed to:

Jessica Wheeler at Ireland Davenport

Tel: +27 11 463 2252 or 072 731 7691.

Email: Jessica.Wheeler@ireland-davenport.co.za

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www.southafrica.net/media

South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination. It is headed up by acting Chief Executive Officer and Chief Operating Officer, Mr Timothy Scholtz and Chief Marketing Officer, Ms Roshene Singh.