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13 August 2013

SAT India's 'Take Me to South Africa' campaign a big hit

‘Take Me to South Africa’ initiative reaches more than 10-million people across India through television, print, online and social media campaigns.

Jonty Rhodes with the four competition winners from India. On safari: Jonty Rhodes with the four competition winners from India

Through this unique initiative, SAT aims to showcase to Indian travellers the varied, fun-filled, adventurous and experiential holiday offerings available in South Africa. – Hanneli Slabber, SAT country manager: India

South African Tourism (SAT) India's 'Take Me to South Africa' campaign, which launched in the India market on 20 March 2013 for 10 days, attracted 6 764 entries.

The contest offered travel enthusiasts and adventure junkies in India the chance to win an all-expenses-paid two-week holiday to South Africa, with famous former South Africa cricketer Jonty Rhodes as their travel guide and host.

Hanneli Slabber, SAT country manager for India, said it had been an exciting step for SAT India to get Rhodes on board as a brand ambassador to promote South Africa in India.

'Jonty's love for travel, his passion for his country and enthusiasm to promote South Africa among Indian travellers opened up the perfect platform for this unprecedented initiative,' she said.

The four lucky winners embarked on a once-in-a-lifetime trip to South Africa on 1 June 2013. Together with Rhodes, they explored the country's magnificent wildlife, iconic beaches, adrenaline-pumping adventure activities, world-class cities, shopping, nightlife, and food and wine.

Inspired by this awesome holiday in his home country, Rhodes penned a new travel guide for Lonely Planet IndiaMy Travel Escapades in South Africa – that highlights the variety of experiences travellers can enjoy when visiting the country. The 44-page guide will be distributed in Lonely Planet India's September 2013 issue, reaching the magazine’s many youthful urban readers.

To further promote the guide, SAT India partnered with India’s premiere lifestyle channel, NDTV Good Times. The channel captured the exciting South African journey of Rhodes and the four winners, and is broadcasting a three-episode series entitled, South Africa with Jonty Rhodes. The first episode aired on 12 August 2013.

'Through this unique initiative, SAT aims to showcase to Indian travellers the varied, fun-filled, adventurous and experiential holiday offerings available in South Africa. We hope to inspire more Indian travellers to visit South Africa and will continue to invest in innovative and exciting consumer and trade initiatives so as to widen our reach across India’s various traveller segments,' concluded Slabber.