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19 May 2012

SA Tourism launches new domestic marketing campaign

New campaign widens its scope beyond the young, up and coming segment of South Africa, which was the chief focus of SAT’s successful Sho’t Left campaign.

South African Tourism's new domestic marketing campaign logo South African Tourism's new domestic marketing campaign logo

When we have a nation of enthusiastic and passionate domestic leisure tourists, we gain a priceless bank of recommendations and ambassadors with which to attract more foreign tourists to South Africa. - Tourism Minister Marthinus van Schalkwyk

Tourism Minister Marthinus van Schalkwyk announced South African Tourism’s new domestic marketing campaign at the launch of the new Domestic Tourism Growth Strategy on 2 May 2012.

The tagline of the new campaign is: ‘Whatever you are looking for, it’s right here in South Africa’.

SAT’s new domestic marketing campaign targets a broader range of consumers to stimulate the desire for travel among groups who do not have a holidaying culture. It aims to encourage those who travel abroad to rather take their leisure trips in South Africa. It targets 5 key consumer segments.

Van Schalkwyk said that research conducted by SAT had found that an emotional connection to travel plays a central role when consumers make their travel choices.

‘The central message and key driver of the new domestic tourism campaign is to invest in yourself and your relationship with family, friends and loved ones, and take advantage of all the destinations South Africa offers. In South Africa, you are able to experience one of the most beautiful, capable, friendly and desirable destinations in the world. It’s right here,’ he explained.

Van Schalkwyk added that domestic tourism was important not only to stimulate leisure travel at home, but also to attract more foreign tourist arrivals to South Africa. 'When we have a nation of enthusiastic and passionate domestic leisure tourists, we gain a priceless bank of recommendations and ambassadors with which to attract more foreign tourists to South Africa,’ van Schalkwyk concluded.

The five key consumer segments that the campaign targets are:
Spontaneous budget explorers – young people who impulsively go away for short breaks with friends, and who prefer activity-filled holidays.
New-horizon families - professionals older than 35 who holiday to reward themselves for their hard work and who take advantage of travel deals.
High-life enthusiasts - successful go-getters who travel to boost their social status and who seek out exceptional service and luxury experiences.
Seasoned leisure travellers – they have a travel culture and holiday regularly. They understand the value of memory over commodity, and travel to relax and spend time with loved ones.
Well-to-do Mzanzi families – they travel to escape the city and its pressures, seeking new and different locations to relax in. They take advantage of special deals.