South African Tourism is excited to launch its new global brand campaign, “South Africa Awaits – Come Find Your Joy!” This campaign celebrates South Africa’s lively culture and amazing experiences, inviting travellers to discover the joy of visiting the country.
“Our new campaign invites people to find their inner child and experience the excitement of exploring. The campaign’s main video shows the true feeling of South Africa, where every moment can bring joy.” says Thembisle Sehloho, Chief Marketing Officer of South African Tourism.
A Story About South Africa
The campaign’s video is more than just pretty pictures. It’s a story about what makes South Africa unique.
Created with Avatar by a top South African creative agency, the campaign was led by Phil Ireland the Chief Creative Officer. “We wanted to make something that people would feel and not just see. We showed South Africa through a child’s eyes, capturing the pure joy and wonder of our country.” says Ireland.
The video takes viewers from the busy streets of Johannesburg to the beautiful Cape winelands. It features famous South African artists like musician Zakes Bantwini and chef Wandile Mabaso, showing the country’s creative spirit.The music in the video is by Vusi Mahlasela. “I love my country, and this ad shows how amazing South Africa is and it shows the beauty of our country with the warm welcome visitors receive.” says Mahlasela.
More Than Just Tourism
This campaign is not just about bringing tourists, it’s about showing South Africa as a top destination for fun, culture, and adventure. It also supports South African Tourism’s goal of boosting the economy through tourism.
“We want to tell the real story of South Africa by showing our people, traditions, and art, we’re offering a special travel experience.” says Sehloho.
The campaign also helps South Africa reach its goal of attracting 15 million visitors by 2030, as part of the government’s plan for growth.
Find Your Joy in South Africa
“South Africa Awaits – Come Find Your Joy!” will be shown around the world in the coming weeks. It encourages people to experience South Africa’s music, culture, nature and food.
“This campaign lets us share South Africa’s vibrant story and we want people to experience the heart of our country.” says Ireland.
“The world is ready to find joy again and South Africa is ready to offer it. Now is the perfect time to visit.” says Sehloho.
