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22 November 2012

Ten lucky German travellers win ‘MINI Safari’ trip to South Africa

Ten German travellers will be winging their way to South Africa next week after winning a destination marketing competition that reached millions across Germany.

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The competition generated huge interest in Germany and worked as part of a larger campaign to get millions of Germans exposed to South Africa’s attractions and eager to come and experience the country for themselves.

Thousands of entries were received in the ‘Be Wild. Be MINI. In South Africa on a photo safari!’ competition that was held in Germany as part of a larger campaign.

The five winning couples will be hosted in South Africa courtesy of South African Tourism (SAT), MINI – the car brand that is providing vehicles for the ‘MINI Safari’ – and South African Airways, which has sponsored the winners' flights. 

Aimed at young, independent professionals, the competition was offered online and promoted via a countrywide roadshow. It was also promoted on social media channels, via direct marketing and through a promotion in MINI dealerships across Germany. The eight-month campaign reached six million people.

Theresa Bay-Müller, SAT country manager in Germany, described the competition as an ‘awesome success’. 

‘We had a fantastic response. It generated huge interest in Germany and worked as part of the larger campaign to get millions of Germans exposed to South Africa’s attractions and eager to come and experience the country for themselves. We can’t wait to welcome the winners in South Africa,’ she said.

Bay-Müller said SAT’s cooperation with MINI was the ‘talk of the town’ in Germany, with leopard-branded MINIs touring on a roadshow through major German cities and towns. ‘South Africa is the perfect fit for the lifestyle car brand MINI, and we are happy to have such a strong brand partner to support and promote our destination,’ she said.

The ‘MINI Safari’ itinerary emphasises the places that locals love best, and the five couples will experience a week of adventure touring in their MINIs. They will visit charming spots such as Tintswalo, Darling, Riebeek Kasteel and Hermanus, and will enjoy a typically South African picnic in the heart of the Cape Winelands.

Florian Baumeister, MINI head of marketing: Germany, said MINI was excited about the joint cooperation with SAT. ‘There could hardly be anything more exciting than exploring the many South African experiences and gorgeous natural landscapes in a MINI,’ he said.

The trip will be documented and will form part of a larger campaign showing an eager German market exactly what the lucky winners experienced in South Africa, and how this kind of holiday is available and accessible to everyone in Germany. 

There were 133 757 German travellers who visited South Africa from January to July 2012, an increase of 12,4% (14 739 tourist arrivals) over the first six months of 2011.

‘Germany is one of our best-performing overseas markets, and has returned fantastic growth over the years. It is a valuable and lucrative market for South Africa,’ concluded Bay-Müller.