South African Tourism appoints MMGY Hills Balfour as new PR Agency

SSouth African Tourism appoints MMGY Hills Balfour to drive its integrated communications strategy in the UK & Ireland

18th January 2022 – South African Tourism (SAT), the national tourism agency responsible for marketing South Africa, has appointed MMGY Hills Balfour as its new PR agency for the UK and Ireland. Following a competitive pitch process, MMGY Hills Balfour was awarded the three-year contract from 1st January 2022. 

As destination experts with more than 20 years’ experience, London-based MMGY Hills Balfour is the UK & Ireland’s leading integrated communications agency specialising in travel and tourism. The agency will implement a creative PR strategy for South Africa focused on compelling storytelling, profiling the people of South Africa, and implementing innovative campaigns that align with the SAT Global Brand Communications strategy. 

440,000 British travellers visited South Africa in 2019, making it the number one international market outside of continental Africa. South Africa has long been a favourite for travellers from the UK and Irish markets and boasts the most UNESCO World Heritage sites in Africa. As the industry gears itself for recovery following COVID-related challenges, particularly red list restrictions, MMGY Hills Balfour will work with SAT to boost consumer confidence and showcase the USPs that keep visitors returning to this incredible destination year after year, from its breathtaking landscapes and stunning coastline, its world-class culinary scene and vibrant culture, to its spectacular wildlife and rich heritage. 

Kgomotso Ramothea, Acting Hub Head, South African Tourism, said “We are excited to work with MMGY Hills Balfour to promote South Africa in the UK and Irish markets. As we welcome back international visitors, we are confident that our partnership will help further develop South Africa’s reputation as a fantastic holiday destination. The UK is our largest international market and we are planning  a number of exciting campaigns to show visitors all that the destination has to offer.”

Caroline Moultrie, Managing Director, MMGY Hills Balfour, commented: “We are thrilled to have the opportunity to represent South Africa in the UK & Ireland. The appetite for the destination in both markets is strong and we look forward to working closely with both the travel trade and South African Tourism stakeholders to ensure the destination remains front of mind for UK & Irish consumers. South Africa is a beautiful country with a unique personality, offering exceptional value-for-money for the quality of experience and diverse product on offer. We look forward to tapping into these USPs to curate impactful campaigns that educate, encourage and entice visitors to discover the different regions of the destination and showcase the experiences available.”