SA tourism & CNN win gold for ad campaign

The “My South Africa” advertising campaign produced by SA Tourism and CNN International has won a Global Gold Award in the Internationalist Awards for Innovation in Media.

The awards are aimed at highlighting international best practices in media and strategic marketing and are hosted by Internationalist Magazine, a US publication for media, advertising and marketing professionals.

The “My South Africa” campaign was one of two global marketing campaigns to win a Gold award.

“This is a feather in all our caps,” says Roshene Singh, Chief Marketing Officer at South African Tourism. “It shows that our creativity is working not only to attract the attention of CNN’s global audience, but also to attract the attention and the approval of some of the most discerning, media-savvy and marketing people in the world. We’re getting it right.”

The campaign was launched in June 2008 with the aim of raising the profile of South Africa among CNN’s elite audience of globe trotters. The multimedia campaign is CNN’s first ever user-generated content driven advertising solution.

‘My South Africa’ encourages CNN viewers worldwide to upload compelling photographs, moving images and stories that encapsulate their experiences of South Africa, via the ‘My South Africa’ website.

The campaign is being executed on air and in print and will run until the end of 2010.

Overall South Africa fared well in the awards with Mind Share SA winning a silver and a bronze award for their local “Ugly Betty” and KFC Variety campaigns; while Starcom won a bronze award for the local execution of the Dunhill Fragrances multinational campaign.

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