South African Tourism is inviting the world to “come as you are and leave as you’ll never be again”. The new advert is highlighting what our magical country has to offer and that it’s open for business! As former President Mandela said, “we invite you with open arms, to our wonderful country”.
The clip will no doubt leave you with a proud heart (and goosebumps). It takes viewers on a journey and somehow manages to encapsulate the great South African spirit all within a few minutes.
The #LiveAgain campaign started this month and holds the purpose of bringing business back to South Africa after the suffering our tourism industry (and economy) endured as a result of the COVID-19 pandemic.
“The Live Again campaign captures the country’s brand promise to inspire new ways, as travellers enjoy unique leisure, cultural, business and events travel experiences that will re-energise body, mind and spirit.
“This campaign sums up South Africa’s offer to international travellers to take the opportunity to be inspired by our beautiful country and recharged by our people and everything else that is uniquely South African. It taps into this country’s renowned optimism and resilience that has stood this nation in good stead at every turn. Through it all, we have never lost our spirit to overcome, and we are inviting the world to experience our country and recover from the COVID-19 situation in the same way. We are saying it’s time to ‘Live Again’,” SA Tourism Acting Chief Executive Officer Mzilikazi Themba Khumalo explains.
The clip was created together with a leading local creative agency, Joe Public United. And the partnership went all out in ramping up viewers’ wanderlust for South Africa. The advert’s production saw 170 crew staying for various periods in more 1000 rooms across the country. We’re sold!
Iconic South African destinations like the colourful Bo-Kaap in Cape Town, the Drakensberg’s Blyde River Canyon, and Nelson Mandela’s capture site, marked with a glorious steel sculpture, in KwaZulu-Natal are all featured. The visuals, sounds and overall production is stunning — tapping into the idea of exploring as an antidote to COVID-induced cabin fever.
South African Tourism is challenging the world to #VisitSouthAfrica and #LiveAgain. It’s done a sterling job because we’re ready to explore our own backyard after watching. We too want to journey to gorgeous landscapes, feel the pulse of our vibrant nightlife scene, and taste world-class flavours. We too want to #LiveAgain. Come on world, let’s do it together?
Picture: YouTube / Screenshot