Taking advantage of the reach of the UK's Sky Digital channel, Nelson Mandela Bay, representing Port Elizabeth, Uitenhage and Despatch, is positioning itself as the South African destination of choice for British visitors to the 2010 FIFA World Cup. Free-to-air television channel Southern Africa Direct is working with Nelson Mandela Bay Tourism, the destination marketing organisation for the area, by building and flighting programming which presents their region to potential tourists to attract interest ahead of the soccer tournament. The channel has a tailor-made package that allows for the sharing of costs between the various entities and advertisers that fall within the footprint of that tourism area.
