DDB MudraMax-OOH crafts outdoor campaign for South African Tourism

13 Feb,2015

By A Correspondent


In its continued efforts to attract more and more Indian travelers to South Africa, DDB MudraMax-OOH and South African Tourism have unveiled a new outdoor advertising campaign, #MeetSouthAfrica, by showcasing a diversity of experiences available in South Africa.


The campaign outspreads to metro and tier-II cities in India such as Mumbai, Kolkata, Ahmedabad, Delhi, Noida, Gurgaon, Jaipur, Chandigarh and Bengaluru among others.


In an endeavour to resonate with the Indian travellers, the striking creative executions of the #MeetSouthAfrica campaign has been customized with the use of impactful one-liners in local languages that are engaging and appealing.


The visuals integrate the underlying essence of the campaign through impactful illustrations on adventure, scenic beauty, wildlife and luxury experiences on offer in the country. The campaign includes media mix comprising of large format hoardings, bus shelters and ambient media such as malls in strategic locations to further enhance consumer reach.

Commenting on the campaign, Hanneli Slabber, Country Manager, South African Tourism, said, “Outdoor advertising is one of the strongest mediums of gaining widespread access to the nation’s holiday seekers. This year, we have customized our outdoor campaign to make it more local by highlighting South Africa’s unique experiences in local languages in a contextual manner. This idea came from the insight that we gathered during our interactions with Indian travellers, where after their visit to South Africa, they could best express certain emotions of experiences such as pleasure, eternity and beauty only in their mother tongue. Taking cue from this, we thought of bringing alive emotions that resonate with our customers at a regional level to draw a stronger connect with the potential travellers. We have also added some innovations in our outdoor creative work to demonstrate South Africa’s distinctive, spectacular and high quality tourism products and experiences that are amongst the world’s finest.’


Mandeep Malhotra, President, DDB-MudraMax quoted, “South African tourism as always excites and induces prospective holiday goer’s with inciting creative on large format medium. The information dissemination with the creative are amazing and full of excitement. Handpicked sites and creative thought through for the locations differentiate it with other travel campaigns. We at DDB MudraMax love working on creating a lot of buzz around the campaign.”


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