8 February 2013

SA Tourism launches exciting new campaign in the Netherlands

The Netherlands branch of South African Tourism has launched the inspiring campaign ‘Local Heroes Meet Local Heroes’ for the Dutch market.

The Rising Stars netball team. The Rising Stars netball team.

The Dutch are very keen to meet and get to know real South Africans. Through this campaign, we are tapping into that interest – Bangu Masisi, Netherlands Country Manager, South African Tourism.

The ‘Local Heroes Meet Local Heroes’ campaign asks people in Holland to nominate a local hero in their community – a neighbour, a friend, a colleague – who actively supports his or her community. The nominated person will then be sent a Zulu Love Letter courtesy of South African Tourism (SAT).

A Zulu Love Letter is a small badge made of beads. It was traditionally made by Zulu women who would send these letters to their men working far away from home. Each colour and pattern symbolises a specific meaning.

The aim of the campaign, says Bangu Masisi, SAT Netherlands Country Manager, is to promote stories about South Africa's local heroes.

‘The Dutch local heroes nominated will automatically stand a chance of winning a trip to South Africa to meet South African local heroes,’ she explains.

To inspire the Dutch, SAT Netherlands has introduced three local heroes to the Dutch market. These are: Catherine May Finis, known as Mother Theresa of Kirkwood, who educates the local kids from her community; Cecilia Molokwane, who started the Rising Stars netball team for young women; and Ashley Wentworth, who founded an educational programme for Animal Welfare in Storms River.

‘They are all are inspiring people, celebrating South African positivity and strength. The Dutch are very keen to meet and get to know real South Africans. Through this campaign, we are tapping into that interest,’ says Masisi.

At the end of the campaign, three Dutch heroes will win a trip to South Africa, courtesy of Wereldcontact.

Dutch heroes can be nominated on the campaign website listed below.