21 June 2013

South African Tourism and Time Out partner on Australia 'Bucket List' campaign

South African Tourism Australia (SAT Australia) has partnered with Time Out magazine to publish the results of its recent ‘Bucket List’ campaign.

Enjoying amazing South African wines is on the bucket list of many Australians. Enjoying amazing South African wines is on the bucket list of many Australians

Through our partnership with Time Out, we were able to distribute 60 000 hard-copy travel guides with Time Out magazines in news agencies and in the majority of four- and five-star hotels throughout Australia. – Lalie Ngozi, SAT GM: Australasia

The campaign, which ran between 1 November 2012 and 31 March 2013, saw thousands of Australians creating their own personal bucket lists on SAT Australia’s Facebook app.

Two lucky Australians (and partners of their choice) who completed their bucket list on the Build Your Bucket List Facebook app will be winging their way to South Africa later this year to live their bucket-list experiences. They will visit the country courtesy of South African Tourism. 

By using information received during the campaign, SAT Australia was able to compile a ranking of the favourite South African bucket-list experiences selected by the Australian public. Although the final ranking has yet to be released, Time Out magazine is featuring the 25 most popular of these experiences on its website.

Also in partnership with SAT Australia, Time Out Australia has created the Time Out Insider’s Guide to South Africa, a guidebook available in both PDF and hard-copy formats. The guidebook is also available for download on SAT Australia’s in-country website.

The guidebook features the 25 top South African bucket-list experiences, as well as useful area guides of Cape Town; the Cape Winelands; the Garden Route; Johannesburg and surrounds; the Kruger National Park; and Durban and surrounds.

The guidebook also features useful information for Australians on getting to South Africa, tipping, visas, currency, car hire, languages, health and safety, electricity, tax refunds and more.

Lalie Ngozi, South African Tourism GM: Australasia, said Time Out is the appropriate partner to publish the results of the bucket-list experiences because of its target audience.

Time Out is a strong and trusted brand with an extensive distribution channel, both offline and online. Through our partnership with Time Out, we were able to distribute 60 000 hard-copy travel guides with Time Out magazines in news agencies and in the majority of Australia's four- and five-star hotels. Our message was reinforced through an integrated campaign utilising digital, radio, PR and print advertising mediums,’ she said.

SAT Australia is also distributing hard copies of the guidebook to its trade and media partners around Australia.