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18 June 2012

South African Tourism Paris wins top Award.

South African Tourism Paris won the 2012 “Innovation Trophy” awarded by the trade magazine L’Echo Touristique in the “Best communication campaign for a foreign destination” category.

SA Tourism Country Manager Linda Sangaret SA Tourism Country Manager, France

We are very proud to have received this trophy, particularly because it is awarded to us by a renowned magazine. We are also very touched by the recognition we have received from fellow members of the tourism profession. We constantly strive to be innovative in the way we promote our beautiful country, in a market where the competition is tough. We will continue to innovate and hope we’ll be among next year’s nominees as well! Linda Sangaret, SA Tourism Country Manager France

Last night, South African Tourism won the 2012 “Innovation Trophy” awarded by l’Echo Touristique Magazine in the “Best communication campaign for a foreign destination” category.

This award was launched for the first time this year by the magazine, with the aim of celebrating and encouraging initiative, innovation and creativity in the tourism industry.

About 200 people were gathered last night at the Pavillon Dauphine in Paris for the award ceremony.

Out of more than a hundred applications, the 8 members of the jury selected only 3 nominees for each of the nine categories. The internet users were then invited to vote for the winner in each category.

South African Tourism had applied with its 3D advertising campaign. The campaign was at the time displayed at the Montparnasse metro station in Paris and broadcast in the form of a 30 second 3D advert in 163 French movie theaters and on the French TV channel TF1 during the Champions League final.

The campaign was displayed starting June 17, 2011, for 14 days at the Montparnasse metro station. A giant 134 meters long -3D billboard was displayed on the walls of the metro corridors. This campaign highlighted South African wildlife and recreated the atmosphere of a safari. During the operation, 10,000 flyers and 30,000 3D glasses were distributed by hostesses for people to view the 3D displays. At the same time, a competition was organized to win a Ranger training course in South Africa. Details of the competition were explained on the flyers.

South African Tourism received very positive feedback from the general public and media. 3 million people were reached through the metro campaign in only two weeks, 4, 2 Million people were reached through the cinema advert, 5,557 became fans on South African Tourism’s Facebook fan page.

Linda Sangaret, SA Tourism Country Manager France, said, “We are very proud to have received this trophy, particularly because it is awarded to us by a renowned magazine. We are also very touched by the recognition we have received from fellow members of the tourism profession. We constantly strive to be innovative in the way we promote our beautiful country, in a market where the competition is tough. We will continue to innovate and hope we’ll be among next year’s nominees as well!”