True South African living – in the heart of Germany
These are precisely the type of experiences the German traveller is looking for, and its our aim to ensure that they realise all this, and so much more, can be found in a single destination. Theresa Bay-Müller, Country Manager, South African Tourism in Germany
SOUTH AFRICAN TOURISM’s German office has long believed in the power of authenticity and storytelling in marketing Destination South Africa to the experienced German traveller. As global travel trends continue to show a growing need for destinations to resonate more deeply with consumers by engaging them on a personal, emotional level rather than affording them the opportunity to merely observe from afar, South African Tourism Germany has used the influence of four South Africans to serve as an authentic mouthpiece for the country. Their 2011 brand campaign, “Außergewöhnlich anders!” has taken German consumers to the heart of South African living, through the personal stories, experiences and interpretations of real South Africans; designer Bongiwe Walaza, game ranger Hendrik, surfer Andy and chef Reuben Riffel.
The campaign reached a significant highlight this past weekend, with chef Reuben Riffel attending and demonstrating at the popular German lifestyle event, “Eat +Style”. Destination South Africa is the first country to entirely take over the event, in a move which is sure to highlight South Africa’s diverse and unique lifestyle offering. “We are so happy to have had Reuben attending the show on behalf of South African Tourism,” says Theresa Bay-Müller, Country Manager, South African Tourism in Germany. “He is such an intoxicating character! Germans do say that ‘the way to a man’s heart is through his stomach’ – we are pretty sure to make our way to the German travellers heart with Reuben and this SA gourmet experience.”
Reuben Riffle entertained show visitors with live cooking demonstrations and recounts of his life in South Africa, ably partnered by fellow South African and co-founder of African Relish recreational cooking school, Jeremy Freemantle. Amarula cocktail mixing demonstrations, South African wine tasting opportunities and a happy hour from one of South Africa’s much loved brands, Savanna, completed the daily line-up while delivering just a taste of South Africa to an eager crowd.
Chef Reuben firmly believes in the power of food and wine to capture the interests of the German travellers, “It is a pleasure to have attended Eat + Style” on behalf of South African Tourism Germany and to be able promote our country at the same time. I am pretty confident that once the Germans have literally tasted what we have to offer, they’ll be craving for even more and visit South Africa to satiate their hunger for exploring.”
The Eat + Style opportunity forms part of a broader media partnership between South African Tourism Germany and leading lifestyle publishing company, Gruner & Jahr. The extensive 360° agreement includes an advertorial series, events, online specials and promotions which seek to expose the worlds of lifestyle, culture, wildlife, adventure and gourmet experiences which can be found in South Africa. Bay-Müller continues, “These are precisely the type of experiences the German traveller is looking for, and its our aim to ensure that they realise all this, and so much more, can be found in a single destination. Our ambassadors, each of whom align to these experiences, have resonated deeply with consumers, showing an active interest in engaging, sharing stories and anecdotes, and most importantly, disseminating educational and exciting information to our market.”
The campaign thus far has served over 26 million online impressions, grown the Facebook community to over 10,000 across various platforms and has resulted in more than 14,000 entries into the competition element. Winners will be flown to South African in February 2012 to spend one-on-one time with one of the four South African ambassadors.
“The ‘Außergewöhnlich anders!’ campaign has shown us the great potential of using regular South Africans to tell an authentic story of our destination,” concludes Bay-Müller. “And while we are certainly striving to increase awareness and knowledge of South Africa to the German market, we are equally vested in supporting and extending a strong sales element to drive conversion. Our partnership with South African Airways and various tour operators affords us the opportunity to covert excitement, curiosity and willingness to travel with actual packages to explore South Africa. It’s a comprehensive approach, and we’re confident our efforts in being dynamic, innovative and authentic will result in more Germans choosing to visit South Africa.”
For further information contact
Jermaine Craig at South African Tourism
Tel: +27 83 2010 121
Jessica Wheeler at Ireland/Davenport
Tel: +27 72 731 7691
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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 Chief Operating Officer and acting Chief Executive Officer, Mr Timothy Scholtz and Chief Marketing Officer, Ms Roshene Singh.