Encouraged by the enthusiastic response that its marketing campaign More & More generated in the Indian market last year, South African Tourism says it is back with its second leg. For the first time ever, the tourism board has roped in Indian influencers Radhika Sharma and Ankita Kumar to highlight the diversity of experiences that South Africa has to offer Indian travellers. In line with its sustained recovery efforts and commitment to engage with the Indian market through desi or localised content, More & More will roll out across India on January 25, says a press statement issued by South African Tourism.
The campaign will be divided into two phases, awareness and conversion, and will be live across all social media platforms like Instagram, Facebook, Twitter and YouTube. Ads will also be seen across billboards in 8 cities namely Mumbai, Delhi, Ahmedabad, Surat, Kolkata, Hyderabad, Chennai and Kochi, says the statement.
The initial phase of the More & More campaign launched in Q1 of 2022 played a vital role in the destination surpassing its annual targets by attracting 33,900 plus Indian travellers to South Africa. The statement says that for the second phase of the More & More campaign, Indian influencers Radhika Sharma and Ankita Kumar embarked on a 15-day long journey discovering hidden gems in the provinces of Gauteng, Mpumalanga and KwaZulu-Natal.
Inspired by the success of the first edition of the campaign, South African Tourism continues to showcase and celebrate the country’s off-beat destinations through the eyes of Indian travellers to inspire more Indians to visit South Africa. From more than 3,000 adventure activities to exciting culinary experiences and more, the Rainbow nation overflows with exhilarating encounters tailored to every traveller’s unique need and preferences. More & More builds on the emotion and spirit of adventure, and the next phase will focus on covering other provinces of Northern Cape, Western Cape, Eastern Cape, Free State, Limpopo and North West.
Reflecting on the demand for offbeat experiences, especially by millennial and Gen Z travellers, South African Tourism is packaging and selling itineraries celebrating new, relatively unexplored regions. Efforts across consumer and trade are now strategically crafted to celebrate regions like Port Elizabeth, Robertson, West Coast, Drakensberg in KwaZulu-Natal, Panorama Route (Mpumalanga) and Garden Route while using the popular cities of Cape Town, Johannesburg and Durban as anchor entry/exit points.
“I have always believed that to appeal to an audience base, we need to engage with them via voices that they relate to. South African Tourism is excited to finally be able to bring alive a collaboration concept that features Indian faces experiencing and celebrating the beauty and diversity of destination South Africa. The country has a lot to offer to every traveler segment, especially those who are eager to go beyond the confines of the ordinary and explore hidden gems. It is heartening to see our efforts to localize and strengthen our offerings through the eyes of these digital influencers come alive,’’ says Neliswa Nkani, Hub Head – Middle East, India and South-East Asia of South African Tourism.
“As we move forward with our recovery efforts in-market, we will continue working closely with our trade partners in India and South Africa to highlight newer regions, maintain growth momentum and collaborative progress,” she adds.
The statement says that India is the 6th largest international market for South African Tourism and continues to be a major priority with the tourism board elevating engagement efforts in the coming months to tap into the summer travel season. India holds considerable growth promise especially given that Indian travellers are the largest international consumers of adventure in South Africa. At present, several stop-over flights fly from India to South Africa, including Emirates, Qatar Airways, Ethiopian Airlines, Kenya Airways and Air Seychelles.