South Africa’s diverse and captivating landscapes, rich cultural heritage, and warm hospitality have long been a draw for travelers seeking unique and unforgettable experiences. South African Tourism’s latest brand campaign, a labor of love by film director Lamar Bonhomme, is set to ignite the wanderlust of travelers across the African continent and beyond. With a focus on disruptive creativity and authenticity, this campaign showcases the “so much more” that South Africa has to offer.
South African Tourism has unveiled four new commercials designed for radio, print, television, and digital distribution throughout Africa. Two of these commercials have even been nominated for the prestigious Berlin Commercial Awards in the directing category, a testament to the campaign’s innovative and creative approach.
These commercials collectively convey the limitless possibilities that South Africa has to offer. From its unspoiled coastlines to its rugged and remote wonders, lush forests, pristine beaches, thrilling adventures, verdant hills, panoramic mountain views, charming small towns, and rich cultural heritage, South Africa promises a world of exploration.
Solo Travel in the Spotlight
One of the key elements of this brand campaign is the exploration of solo travel. Lamar Bonhomme, the creative genius behind these commercials, described the experience as “making art for the love of South Africa.” He emphasized that the campaign aimed to be disruptive, visual, and creative, providing an authentic human experience that went beyond traditional tourism promotion.
African Tourism on the Rise
Recent data from Statistics South Africa, as shared by Minister of Tourism Patricia de Lille, reveals that South Africa’s tourism sector is experiencing a robust recovery. The surge in tourist arrivals, particularly from the African continent, plays a vital role in this recovery. South Africa’s commitment to visa-free travel for visitors from African countries, coupled with its affordability and diverse offerings, has contributed to this success.
Minister de Lille highlighted that South Africa attracted over 3 million visitors from other African nations in the first half of 2023 alone, marking a staggering 79.9% increase from the previous year for the same period. Africa remains a critical source market for South Africa, and the country is dedicated to catering to the needs and preferences of visitors from the continent.
A Visual Journey Across South Africa
The brand campaign features a documentary-style photo journal by Nigerian visual artist and photojournalist Yagazie Emezi. Her journey across South Africa celebrates everyday queens in the breathtaking landscape they call home. This unique perspective offers a fresh look at the country’s cultural richness and natural beauty.
The 10-month-long production showcases South Africa’s lesser-known leisure offerings, emphasizing solo travel and unforgettable adventure activities. From jumping off Africa’s highest commercial bungee to hot-air ballooning at the Golden Gate escarpment, this campaign explores the country’s diverse attractions.
A Tourism Paradise for All
Creative Director Treyvone Moosa emphasizes that the brand campaign is a showcase of South Africa’s iconic destinations, natural vistas, and hidden gems. Whether you’re a solo traveler, seeking inspiration, or an outdoor adventure enthusiast, South Africa has something special to offer. The campaign takes viewers on a journey to experience the country firsthand, revealing that there’s “so much more to South Africa than even we think we know.”
Regional General Manager for Africa, Evelyn Mahlaba, underscores South Africa’s commitment to providing unforgettable experiences for tourists. The brand campaign weaves together the rich tapestry of South Africa’s unique offerings, showcasing the warmth of its diverse cultures, the beauty of its landscapes, and the hospitality of its people.
South African Tourism invites the African continent and the world to discover, explore, and experience the magic of this remarkable country. With this campaign, they aim to spark the wanderlust in all of us, inviting travelers to explore the breathtaking beauty and cultural richness of South Africa.
To watch more of South African Tourism’s brand campaign, follow them on YouTube https://www.youtube.com/watch?v=SCC-THE-WyQ&list=PLMiVVbwkpBWrhKi7GYXkTXrAO8wT5OV4m&index=2