The South African Tourism Board has appointed the Ogilvy network of agencies to its global account.
Ogilvy London will be handling European communications with a primary focus on South Africa’s three largest tourist markets in Europe – Germany, the UK and the Netherlands.
The brief is to attract high-spending, long-haul tourists who would normally prefer Australia as a travel destination.
The move comes as a blow to TBWA/Worldwide which previously handled the account. The pitch for the account attracted bids from some 54 advertising and communications companies worldwide.
At the same time, Mindshare South Africa has been appointed to handle the South African Tourism Board’s media buying and planning.