In an unprecedented move to firmly position South Africa as a preferred travel destination globally, the South African Tourism has concluded a multi-million Rand deal with National Geographic.

By partnering with the world's largest non-profit scientific and educational institution, SA Tourism CEO Moeketsi Mosola explained that the intention was to leverage their new brand at the highest levels worldwide.

"The new brand, launched throughout this year in selected markets across the globe, embodies the essence and values of South Africa 'as the break that breaks new ground'.

"We fully intend to build on that premise and break new ground with this initiative," said Mr Mosola.

He said the campaign supported by print and photographic elements would roll out until March next year incorporating 938 television inserts.

He added that the combined impact of visual, print and electronic would prove extremely powerful as audiences would literally be placed 'in the moment' as they are taken on journeys throughout the length and breadth of South Africa.

"South African Tourism has created one of the most progressive brands in the world today, a brand that appeals to the traveller as opposed to the tourist.

 "There is no better way to speak to a global audience that is both adventurous and in search of the extra-ordinary than through the National Geographic platform," he explained.

Compiled by the Government Communication and Information System. BuaNews     

 By Zibonele Ntuli, tel: (012) 314-2359