“South Africa is waiting for you – come and find your joy!”
Bold and immersive global brand campaign brings the vibrant spirit of South Africa to the world
Today is South Africa's latest global brand campaign, “South Africa is eagerly waiting – Come and find your joy!” – a celebration of the country's endless energy, rich culture and extraordinary experience. This dynamic campaign invites travelers to rediscover their sense of wonder and embrace the joy of being able to unlock travel to South Africa.
“In a world where simple joys in life are often lost in the rush of everyday life, our new global campaign is an invitation to rekindle that childlike curiosity and embrace the thrill of exploration,” says Thembisle Sehloho, Chief Marketing Officer of Tourism for South Africa.
“At the heart of this campaign is a powerful, emotional TV ad that reflects the true essence of South Africa, where every horn has the opportunity to feel magical, pause, smiles and truly lively.”
A masterpiece of culturally rooted storytelling
The highly anticipated ads for the campaign are more than just a visual sight. It is an artistic representation of what makes South Africa, unlike other destinations.
It was developed in collaboration with a visionary team of Avatar, one of South Africa's top three independent creative agencies. The campaign was led by the well-known Chief Creative Officer of Phil Ireland. His team took on the challenge of telling the story of South Africa in a fresh, deep and fascinating way.
“We wanted to create something that resonates emotionally beyond traditional tourist advertising,” Ireland says. “Our creative approach was simple yet profound. We looked at South Africa through the eyes of a child. Through this lens we captured the joys of life, the endless wonders, and the unrestrained excitement that makes our nation an infinite place of discovery.”
From the vibrant streets of Johannesburg to the quiet beauty of Cape Wineland, the campaign's visuals take the audience on a fascinating journey.
The ad features award-winning local talent, including internationally renowned musician and producer Zakes Bantwini and acclaimed chef Vandir Mavaso, who embodies the creativity and innovation that defines the cultural landscape of South Africa.
The music featured is by legendary singer-songwriter Vosimarlacera. “I love my country. It's my home and this ad reminds me of the people who live here and everyone who visits how wonderful South Africa is,” Malassera said. “It shows all aspects of our country, sharing its beauty and highlighting the warm welcome that you always get when you arrive here.”
Beyond Tourism: Celebrating South Africa's Identity
This campaign is more than just an invitation to visit. This is to reaffirm South Africa's position as a global global destination for leisure, culture and adventure. It is seamlessly in line with the broader vision of tourism in South Africa to promote economic growth and community improvement through tourism.
“Our campaign is not just about showcasing breathtaking scenery, it's about telling authentic, deeply rooted South African stories,” explains Sephroho. “By bringing a spotlight to our people, our traditions and our artistic spirit, we provide the world with a truly immersive and meaningful travel experience.”
The campaign is also a strategic move to achieve the country's ambitious tourism growth targets, as outlined in the government's National Development Plan. The initiative, which aims to attract 15 million visitors each year by 2030, is expected to play a key role in positioning South Africa as a global destination.
The movement of joy and discovery
“South Africa is waiting – Come and find your joy!” The campaign, which is rolling out globally over the next few weeks, is set to embark on a South African adventure, inspired by a new wave of travelers. This is an appeal to experience the country's music, culture, scenery and cuisine. This is all the elements that make South Africa an attractive destination for those seeking pleasure.
Ireland sums it up perfectly. “This campaign has given us the opportunity to share South African stories in the most vibrant and unfiltered form. With the full support of tourism in South Africa, we were able to create something truly special.
Sehloho said, “The world is ready to rediscover joy, and South Africa is ready to offer it. Time to visit is now.”
#comefindyourjoy
#southafricaawaits
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