South African Tourism wins global media award

SOUTH African Tourism has won the prestigious and highly sought-after M&M Global Award for Nation and Destination Branding for its 'Adventurers Wanted' campaign in partnership with National Geographic.The M&M (Media and Marketing) Global Awards recognise and celebrate leading global advertising campaigns; the most innovative and effective work running in the international media; and the finest co-ordination of multiple advertising strategies. The award was presented at a ceremony in London last week, attended by over 800 guests.The 'Adventurers Wanted' campaign with National Geographic reached more than 260 million people around the world last year with personalised stories of the exhilarating adventure experiences offered in South Africa. It featured an 'adventure tribe' of seven people (one each from Germany, Australia, the United Kingdom, United States, France, Italy and the Netherlands) who came to South Africa for the adventure of a lifetime.The campaign ran on the National Geographic television channel and in print. It also had a strong, interactive social media and online component.Speaking during the presentation of the award in London recently, the Chief Marketing Officer, South African Tourism, Roshene Singh, said 'We are delighted to have received this award, which we dedicate to the South African tourism industry. It's great to know our work with such a respected and apt global media partner for this campaign in National Geographic has been judged the best in the world.'However, it is even better to know that this campaign worked so well for South Africa that it established the country as the world's premier adventure destination; that it inspired millions of people all over the world to want to come and experience South Africa, and that it showed just how exciting and accessible our country is ' and how friendly and welcoming our people are.
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