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21 May 2013

SAT Netherlands nominated in Annual Masters of Media Awards

A media marketing campaign by South African Tourism’s (SAT) Netherlands office has resulted in an award nomination.

Bangu Masisi Bangu Masisi, SAT Netherlands country manager

The match that Universal Media identified was the perfect platform to not only showcase South Africa’s diverse offerings, but also to boost consumer interaction on our mijnzuidafrika.nl website. – Bangu Masisi, SAT Netherlands country manager

An SAT Netherlands media marketing campaign – 'Goede Tijden, Slechten Tijden in Zuid Afrika' (Good Times, Bad Times in South Africa) – has been nominated in the Annual Masters of Media Awards (AMMA).

The campaign, which SAT Netherlands created in partnership with media agency Universal Media, RTL Nederland (a broadcaster) and Endemol (a production company), has been nominated in the Best Single Media Strategy category.

The daily soapie Goede Tijden, Slecht Tijden is broadcast through RTL Nederland to 1.7-million viewers. Many of these are SAT’s target audience – families with older children.

The 'Goede Tijden, Slechten Tijden Zuid Afrika' campaign saw a special South African storyline written into the popular soapie. This involved a new character on the show, Tim, and his family travelling through South Africa and experiencing the country’s game parks and tourist hot spots.

During the trip, the actors and crew kept diaries that included photographs and behind-the-scenes footage, which SAT Netherlands was able to utilise on its website, creating more traffic to and interaction with the site.

Bangu Masisi, SAT Netherlands country manager, said the Goede Tijden, Slechte Tijden partnership was a great third-party endorsement.

'The match that Universal Media identified was the perfect platform to not only showcase South Africa’s diverse offerings, but also to boost consumer interaction on our mijnzuidafrica.nl website. It gave us additional PR leverage on RTL Nederland.

'We also had the show’s lead actress and SAT ambassador, Cynthia Abma, talking about her experiences in South Africa at the recent SAT roadshows in five cities in The Netherlands,' she said.

The AMMA award winners will be announced at a function in Amsterdam on 30 May 2013.