National Geographic to showcase SA across Europe

"From the comfort of their living rooms, viewers across Europe will dive with sharks off the South African coast, stalk leopards in the Mala Mala bushveld, and fly over the continent on one of the most epic adventures ever filmed - all over a one week period," explains Deborah Armstrong, senior VP, ad sales and partnership marketing, National Geographic.

Prime time

Eight half-an-hour programmes will be flighted during prime time with at least two repeats in off-peak hours within the following 24 hours, ensuring maximum exposure. Programmes and time-slots will be selected based on what research has revealed to be the most effective in each market.

Furthermore, in line with the multi-media partnership, which has been in place since 2004, the programming will be supported by print and online advertising, a 30-second promotional TV commercial and a 10-second billboard at the beginning and end of each documentary.

Brand advertising

In addition, South African Tourism brand advertising and a series one-minute vignettes showcasing South Africa's visual splendour will be screened during commercial breaks. All promotional elements will be translated into each country's local language.

As added value, National Geographic Channel has recorded a one-minute interview with South African Tourism CEO Moeketsi Mosola, which will also be aired during SA Week and sent to stakeholders.

According to Jerry Mpufane, global brand and advertising manager, South African Tourism, "We truly believe that this high-profile marketing exposure for South Africa, through the National Geographic Channel, will encourage more and more travellers from Europe to visit our destination and experience its breathtaking range of possibilities first-hand.

"The role that tourism plays in the growth of South Africa's economy is increasingly significant. Today, tourism accounts for 8% of the GDP and has the potential to contribute a phenomenal 12% by 2014. It is against this backdrop that the government has formally recognised tourism in its Accelerated and Shared Growth Initiative ASGI-SA, for the substantial contribution it has made to socio-economic development.

Halve unemployment

"The objective of ASGI-SA is to halve unemployment and poverty by 2014 and raise economic growth to 6% by 2010. The tourism industry has a pivotal role to play in this regard, and it is through initiatives such as the National Geographic/South African Tourism partnership that we will ensure that we do."

Full programming details are available on the National Geographic website at www.nationalgeographic.co.uk/explore/southafrica/index.aspx.