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South African Tourism has launched a campaign to promote the country as a more affordable tourist destination.
The campaign, which will run for three months, will be centred around a campaign site on Telegraph.co.uk called Undiscovere South Africa.
The site will centre on social networking, user-generated content and recommendation, exploring the country’s culture and heritage, wildlife, food and wine, as well as affordable luxury holiday options.
Users will be invited to exchange travel tips, share holiday memories and blog about previous visits to South Africa, as well as being encouraged to upload pictures and videos. The hub will be linked to Facebook, and will feature an interactive map featuring content about different parts of the country.
South African Tourism is offering users the chance to win a ’custom-built’ holiday, drawing on featured experiences from the site, as an incentive.
James Brown, digital sales director TMG – also chairman of the Association of Online Publishers commercial committee – said, “The content of the South African Tourism microsite, combined with a social media hub, is designed to deepen levels of engagement and encourage interactivity. That is what sets this campaign apart from any we have previously developed.”
TMG worked with Ogilvy on the campaign.