2013/14 Domestic Campaign

1. 2013/14 Domestic Campaign Trade Presentation July 2013

2. Overview • South African Tourism has made marketing investments in the past few years on campaigns such as Sho't Left and VayaMzansi which have aided in keeping the industry going however there's been a decline in Domestic travel thus due to the economic climate. • In times like these, consumers don't see value in travel (particularly domestic travel) • And so they try to find joy in the latest cell phone, a new pair of shoes or even a new car, but the treadmill is only a temporary fix. • We need to remind South Africans that travel is affordable and it offers best life-enhancing value that money can buy.

3. The Long Term Objective TOEncourage South Africans to see the unrivaledvalue that domestic travel delivers BY OVERCOMING THE ISSUE: Travel offers no real value. Travel is expensive. THROUGH Connecting with a broad audience with communication and activations that amplifies the emotional benefits of travel

4. Target Market (Universe)

5. How Do We Get There IGNITE A SPARKTO GET SOUTH AFRICANS TO RECONSIDER TRAVEL Give South Africans reasons to travel; reminding ourselves of the JOYand sheer FUNthat travel delivers.

6. The Big Idea Nothing’s More Fun Than A Sho’t Left

7. Creative Device Nothing’s More Fun than a Sho’t Left. Nothing’s more fun than… • Nothing’s More Fun than a weekend away. • Nothing’s More Fun than a short break. • Nothing’s More Fun than a road trip with friends. • Nothing’s More Fun than getting away from the city. Shot’t Left: • Sho’t Left has massive equity (2011 campaign) • Sho’t Left platforms already exist • Sho’t Left provides local, own-able flavour • ANDSho’t Left best describes the breaks we are selling

8. Bringing The Idea To Life There is an inherent rivalry that exists between South Africans from different cities.We’re all very proud of where we’re from and the moment someonechallenges our city or region, we tend to get very defensive. Tapping into this, we can really bring our campaign to life by sparking a rivalry betweenregions and challenging South Africans to reconsider how and where they have fun. How? Use Jozi as the spark.

9. The Spark

10. Preview of the creative

11. The Look ‘n Feel

13. Rivalry Phase

14. Outdoor: Rivalry

15. DURBAN BILLBOARD

16. Radio: Rivalry (Utelising Regional Radio Stations)

17. Radio: Rivalry (Live Reads)

18. Digital: Rivalry

19. Post Rivalry Phase The following touch-points will be used • TV: Four commercials that will be rotated • Radio: Radio competition “My miserable mate” • Digital: Includes “My miserable mate” competition and deals tab • Other: Event specific communication in print and digital platforms

20. Be Part of the Campaign • Inspiring a nation to travel is great, but the real conversion will be determined by the deals • The more FUN weekend deals we have on offer will result in the more people we’ll get to pack their bags, jump in their cars and hit the open road. • Since budget is one of the key barriers to travelling; the better the deal is from an affordability point of view, the higher the chances of conversion • The deals though will need to speak to the sentiment of FUN and so be creative in how you package the deals.

21. Thank You