28 June 2011

Through the Lens with National Geographic

New vignettes on the National Geographic Channel introduce global audiences to fresh aspects of South Africa.

An elephant in Madikwe Game Reserve. An elephant in Madikwe Game Reserve.

These vignettes are aimed at those who are adventurers at heart; who are curious about different cultures and people; who enjoy travelling to explore the world beyond the ambit of their homes. – Roshene Singh, South African Tourism Chief Marketing Officer

South African Tourism's partnership with global media giant National Geographic has led to the creation of new destination vignettes for National Geographic Channel's global Through the Lens campaign.

The vignettes have been created to add additional depth to the brand positioning South Africa already conveys to National Geographic's global audiences as the world's premiere adventure and wildlife tourism destination.

National Geographic's Through the Lens campaign is seen by over 300 million households worldwide, broadcasting throughout North America, the Asia-Pacific region, Europe and much of Africa.

The 2 new vignettes, which can be seen for the first time from June 27, feature popular adventurers Jodi Cobb and Joel Sartore on location in South Africa.

Cobb's insert explores the people and culture of Johannesburg. 'It has a vibrancy and creative energy that is unique in the world,' says Cobb of the city. 'The people are consistently warm and friendly. It's a great, ever-developing, fresh city.'

Joel Sartore's insert profiles the Big 5, and was shot on location at the Madikwe Game Reserve. Sartore, a celebrated wildlife photographer and conservation champion, says he has been searching the world for a place like Madikwe: 'I will never forget this. It's exhilarating. There's something new and different around every corner.'

While in South Africa one can view the new vignettes by tuning into the National Geographic Channel on DStv's channel 260. The vignettes can also be viewed online at the Adventure South Africa website.