South African Tourism, the country’s official visitor organisation, is preparing to roll out the second phase of a £10.5m global advertising push.
The body has launched a microsite in conjunction with the Daily Telegraph, based around the country’s key attractions and offers visitors the chance to share their experiences and make recommendations.
The deal with the Telegraph runs until the end of the month, but could be extended and the tourist body says it is keen to sign up other partners for similar ventures.
It is filming a TV campaign that will run later this year. In the UK, its ads have run primarily on Sky channels and themed stations including Discovery. This is expected to switch part of its spend to sport programming ahead of the British and Irish Lions rugby tour of South Africa next year and the 2010 World Cup.
South Africa Tourism is also looking for partners to develop its internet based word of mouth and experiential advertising.
• New Zealand Tourism is also developing user generated content on its website and has launched an area on its UK pages dedicated to walking holidays in the country, where visitors can post videos and tips based on their experiences.