South African Tourism unveiled its first global audio-visual marketing campaign in five years at a Meetings Africa event last night (Monday, February 28), debuting its 90-second global brand advert calling on tourists to ‘Live Again!’.
Extended periods of living with COVID-19 has left people yearning for a travel experience that can break them out of the cycle of stress and numbness they have come to feel. People increasingly want to live their lives to the fullest and have experiences beyond the fleeting moment of mere rest and relaxation.
“As such, bucket-list destinations, adventures and experiences are high on travellers’ priorities. With globally benchmarked health and safety protocols in place, South Africa is poised to not only give travellers a life-enriching experience with its wide variety of tourism experiences and products, but travellers can have the comfort of knowing that they will be safe enjoying their time in South Africa,” said SA Tourism Acting CEO, Mzilikazi Themba Khumalo.
Speaking at the launch, Minister of Tourism, Lindiwe Sisulu, focused on the South African tourism sector’s intent to restore tourism’s allure. “Resilience, industriousness and adaptability are part of the indefatigable South African spirit. Fuelled by these qualities and driven by an unshakable conviction that we can, and must, climb back to the peaks we have previously summited with tourism in our country, we boldly announce to the world that South Africa is open and ready to welcome all visitors.”
Khumalo added: “This campaign taps into South Africans’ renowned optimism and resilience that have stood this nation in good stead at every turn when we faced seemingly intractable challenges. Through it all, we never lost our zeal for life and we’re inviting the world to approach the COVID-19 situation in the same way. We are inviting everyone to come experience the unique sounds and textures of South African cultures and experience. We’re saying, it’s time to ‘Live Again’ but to continue to observe COVID-19 safety protocols.”
He pointed out that South Africa had welcomed 2 255 699 arrivals in 2021. “Already, green shoots of what promises to be a strong recovery of the sector are increasingly noticeable with thousands of travellers making their way to our shores to scratch the travel itch that has been bugging them for two years.”
WATCH – Live Again!
The ‘Live Again!’ advert captures the story of a young traveller’s life-changing journey through South Africa. Feeling numb, she leaves her home country and heads to South Africa. From the moment she arrives, she starts to reawaken as she begins to experience South Africa and its amazing people. It is a showcase of captivatingly beautiful landscapes, dynamic culture and people, vibrant nightlife and exquisite cuisine.
Click HERE to watch the advert.