SA Tourism scores in Germany

South African Tourism has taken a marketing project into Germany that reached about 3.8 million listeners a day and at its heart was a competition to experience South Africa at first hand. Seventy winners have just left South Africa taking home messages of South Africa's warm hospitality, wonderful climate, measureless beauty and accessibility.

The Mega Kick South Africa competition (a marketing campaign by South African Tourism in partnership with SWR3 in Germany) was one of the biggest radio marketing campaigns that Germany has ever seen. It reached 25 million listeners in January alone and drew recognition from across the spectrum of German media and marketing channels.

Said Theresa Bay-Muller, South African Tourism country manager in Germany: "The campaign included 30 radio trailers, editorial stories, and hourly announcements on SWR3. Destination features were broadcast throughout January. Online elements, member loyalty programmes and outdoor advertising completed the marketing mix.

"Add to this, the editorial sensation created by real-time reports from South Africa as the winners and radio crew experienced the highlights of Durban along with Isimangaliso Wetland and Hluhluwe Umfolozi National Parks, and you can imagine the interest that Mega Kick South Africa generated in Germany."