11 July 2011

South African Tourism leaves ordinary behind

South African Tourism launches My Mission South Africa - a chance for UK celebrities to explore our country. You can follow their progress or win a trip of your own.

South African Tourism leaves ordinary behind South African Tourism leaves ordinary behind

South Africa is a country where just about anything is possible and this is why we’re inviting travellers to create their own missions. - Matthew Armstrong, SA Tourism Acting Country Manager: UK

South African Tourism has launched My Mission South Africa - a nationwide campaign that will track 4 UK personalities on extraordinary South African holidays, where they will share their exciting experiences in this beautiful and friendly holiday destination!  

In addition, 4 lucky couples will have the chance to win their chosen celebrity’s mission and spend a day with them in South Africa. For a chance of winning they must enter the challenge on www.southafrica.net/mymission.

South Africa is famed for its sheer diversity, and the My Mission South Africa campaign showcases the country’s great wildlife and affordable luxury whilst also highlighting holidays for the more adventurous visitors. The campaign is designed to encourage travellers to feel compelled to experience South Africa and make it their next holiday destination.

The fully integrated campaign includes advertising, a new interactive website, celebrity My Mission itineraries, digital amplification and a PR and consumer facing competition to win a trip of a lifetime in September, to experience the celebrity itineraries with the celebrities!

 To launch the campaign the tourist board has invited four UK household names to create their own mission to South Africa – Monty Don, Gloria Hunniford, Jamie Theakston and Chris Packham. Travelling in September and focusing on their personal areas of interest, each celebrity will embark on their own journey to discover and highlight the country’s varied and exceptional offering.

Monty Don’s itinerary encompasses some of the best of SA’s flora and fauna with visits to Harold Porter National Botanical Garden, a secluded garden found in the heart of the Cape Fynbos region and to Cape Town’s famous Kirstenbosch Botanical Gardens. His journey also takes him to Babylonstoren, one of the best preserved werfs (farm yards) in the Cape Dutch tradition, whose garden includes over 300 varieties of edible plants and onto Grootbos Private Nature Reserve where he will visit the Green Futures Horticultural and Life Skills College to witness local people being trained in landscaping and horticulture.

Meanwhile, Jamie Theakston’s mission combines adventure with luxury and sees him quad-biking in the coastal forest at Rocktail Beach Camp and game tracking at Phinda Private Game Reserve before heading for the city lights of Durban. Built for the FIFA 2010 World Cup, Moses Mabhida stadium is the world’s only stadium where visitors can bungee swing. It is also the largest of its kind with a drop of 106 metres and a swinging arc of 220 metres across the pitch. As SA’s surfing capital, Durban also offers a huge variety of spots – soft sandbars, grinding reefs, dredging beach breaks and, not far away, long tubing point breaks. Jamie’s final adventure will be Soft Cage Shark Diving at Rocky Bay on the Natal South Coast.

Staying true to his love for all things natural Chris Packham will embark on a journey that crosses both a cultural and wildlife divide. Starting in Johannesburg, he will cycle through Soweto with Lebo, the proprietor of Lebo’s Soweto Backpackers, for a unique view of daily life in South Africa’s largest townships and visit the Hector Pietersen Memorial, the site of the 1976 student uprisings. A short flight away, he will then embark on a wildlife encounter in the world famous Kruger National Park that sees him staying in the Klaserie Private Nature Reserve and award winning Sabi Sabi Private Game Reserve. The Big 5, a variety of antelope, a plethora of birds –  the Kruger has 253 resident species - along with the endangered African wild dog, serval and a host of reptiles, to list but a few, are just some of his possible sightings. He will be accompanied by expert guides whose depth of knowledge on the wildlife and conservation challenges will make for some enlightening conversation during his stay.  

As classy as ever, Gloria Hunniford will experience the affordable luxury that South Africa offers in abundance. Starting her journey in Cape Town, Gloria will experience the calm serenity of The Camps Bay Retreat indulging in spa treatments in this beautiful location. A traditional Cape Malay lunch in a private home will fuel a spot of afternoon shopping in the V&A Waterfront followed by dinner at the world famous Cape Grace Hotel. A champagne breakfast on Table Mountain, a journey through the Robertson wine valley as well as Franschhoek, and dinner at South African Chef of the year’s restaurant, Reubens, are also on offer. A tour of Stellenbosch, the oldest town in South Africa, will also entertain her between wine tastings at various top class wineries topped off by a wine picnic safari.
Matthew Armstrong
, SA Tourism Acting Country Manager: UK, says, 'We’ve recruited four celebrities to help us showcase South Africa’s diversity ass a destination. This magnificent country offers something for everyone. In our campaign, we will highlight outdoor adventure activities, scenic landscapes and natural wonder, culture and heritage i, culinary experiences and wildlife encounters that are spectacular beyond belief. South Africa is a country where just about anything is possible and this is why we’re inviting travellers to create their own missions.'

Each of the celebrity missions will be filmed and their experiences tweeted throughout their visits. The content will be available to follow on the dedicated www.southafrica.net/mymission website, Facebook page www.facebook.com/mysouthafrica and specifically created mobile apps for both iphone and android mobiles.

Prospective travellers will also be able to create their own missions online. My Mission builder is a custom video and pdf brochure application which allows prospective visitors to quickly build and populate their ultimate holiday itinerary from a list of predefined activities. They can store these online, send to fellow travellers and share with friends via Twitter & Facebook.


 Quick links

Issued by Publicasity on behalf of South African Tourism

For further information contact: 

Ntsiki Mpulo at SA Tourism
Tel: 020 8971 9350
Email: ntsiki@uk.southafrica.net
Website www.southafrica.net

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South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination.