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18 June 2012
South African Tourism wins award in Paris
Linda Sangaret SA Tourism Country Manager, France
© South African Tourism
We are very proud to have received this trophy, particularly because it was awarded by a renowned magazine. We are also very touched by the recognition we have received from fellow members of the tourism profession. We constantly strive to be innovative in the way we promote our beautiful country, in a market where the competition is tough. We will continue to innovate and hope we’ll be among next year’s nominees as well. - Linda Sangaret, SA Tourism Country Manager: France.
South African Tourism recently won the 2012 Innovation Trophy from l’Echo Touristique Magazine in the category: ‘Best communication campaign for a foreign destination’. The award, launched this year, aims to celebrate and encourage innovation and creativity in tourism.
The glamorous award ceremony took place at the Pavillon Dauphine in Paris on 14 June 2012. Three nominees were selected out of more than a hundred applications in each of the 9 awards categories. Internet users were also invited to vote for the favourites in each category.
South African Tourism won its award for its inspiring 3D advertising campaign. The campaign commenced on 17 June 2011, running for 14 days at the Montparnasse metro station. A giant 3D billboard with a safari theme was displayed on the walls of the metro corridors. The campaign was also broadcast as a 30-second 3D advert in 163 French movie theatres and on the French TV channel, TF1, during the Champions League final. During the campaign 10 000 flyers and 30 000 3D glasses were distributed to view the 3D displays. A fun competition element also helped to stimulate public interest.
The facts say it all: 3 million people were reached through the campaign in only 2 weeks and 5 557 became fans on South African Tourism’s Facebook fan page.
Linda Sangaret, SA Tourism Country Manager: France, said, 'We are very proud to have received this trophy, particularly because it was awarded by a renowned magazine. We are also very touched by the recognition we have received from fellow members of the tourism profession. We constantly strive to be innovative in the way we promote our beautiful country, in a market where the competition is tough. We will continue to innovate and hope we’ll be among next year’s nominees as well.'