South African Tourism has partnered with KLM Royal Ditch Airlines (KLM) to drive tourism to South Africa – literally.

The latest of SAT’s out-of-home advertising campaigns will see 100 UK taxis, emblazoned with striking imagery of South Africa’s iconic wildlife, cruising around Birmingham, London, Manchester and Newcastle, during the month of April. The campaign is aimed at promoting one of SA’s most sought-after holiday experiences – spotting the Big Five while on safari.

The United Kingdom (UK) is the largest source of international arrivals into SA, and its market plays a key role in the tourist board’s global goal of attracting 5m more tourists to the country over the next five years.

Through this initiative, KLM aims at highlighting its daily service to Johannesburg via Amsterdam from Newcastle, Manchester, Birmingham and London – with Johannesburg being a gateway for easy access to many of SA’s major game reserves.

Hub Head UK and Ireland for SA Tourism, Tolene Van der Merwe, says: “While South Africa has an incredible array of experiences to offer holidaymakers, our market research shows that British holidaymakers are increasingly inspired to travel to South Africa to go on safari. We hope that by putting our wildlife stars at the heart of our latest out-of-home campaign, we will make sure that South Africa is on every UK traveller’s wish list for 2018 and beyond.”