SAT kicks-off campaign to boost inbound tourism ahead AFCON 2013

Posted: December 18, 2012 in travel & tourism

satSouth African destination marketing agency, the South African Tourism (SAT) has embarked on a multi-dimensional marketing campaign across the African continent to intensify excitement around next year’s Orange Africa Cup of Nations (Orange AFCON) and to encourage as many people as possible to attend the football spectacular and be part of the excitement and celebration in South Africa next year.

The campaign, This is Our Beat. What’s Yours? has gone live across Africa already with above the line advertising, a strong social and digital media component, public relations and special travel deals in partnership with the African travel trade in each of South Africa’s key African markets.

“We are extremely grateful in South Africa for this opportunity that has been given to us and we invite the continent to come and celebrate the football tournament with us in South Africa.” says Phumi Dhlomo, Regional Director for Africa at South African Tourism.

The theme for AFCON 2013 is The Beat at Africa’s Feet. It connotes the rhythm, flamboyance, energy and excitement of African football.

South African Tourism has taken the theme and created an exciting campaign on the continent to draw attention to the Orange AFCON 2013 tournament. In it, people are asked to show what their own particular ‘beat’ is, and to share it with South African Tourism and (via the various marketing channels), to share it with the world, too.

There’s an exciting competition element to the campaign where people can win an all-expenses paid trip to South Africa for Orange AFCON 2013.

“We invite people to listen and watch out for the campaign, and to participate in it. Because we have great prizes to give away and you could just be the lucky one to come over to Orange AFCON 2013 and enjoy all the fun and excitement of the championship on us!”

“This campaign is a reflection of how much we value the African tourist and we are investing in growing further arrivals from the continent,” says Dhlomo.

“To take part in the competition all you need to do is to upload a video of you showing “your beat”, whichever way you feel the beat and your interpretation of the beat. The campaign is designed to encourage people to be as creative as possible… and to have as much fun as they like. To enter you need to have a Facebook page, a valid passport and you need to ‘like’ one of the following Facebook pages (depending on where you live, of course):  West Africa –

East Africa –; Angola –; DRC –

“So, if you are in West Africa, East Africa, Angola and the DRC listen out for the campaign (including details of the prize) and start uploading your videos. The competition begins on December 10, 2012 and closes on January 17, 2013.

“We are extremely excited to run this competition in West and East Africa as well as in the DRC and Angola and we can’t wait for the continent to start loading their ‘beat’. We look forward to welcoming the continent to AFCON 2013 in January. Come, have fun and a wonderful time meeting new friends, re-connecting with old friends and discovering the many fantastic lifestyle activities that South Africa offers,” said Dhlomo.

“Tickets are on sale already, and are really easy to get hold of. Best of all, they are very reasonably priced. But soccer fans are warned they should get their tickets early because there have been no block bookings made per country. It’s first come, first served with no appeals.

“Ticket prices start at US$5 and the most expensive ticket is US$21.50 (for the best seat at the final). “It’s best not to leave ticket purchases until the last minute,” Dhlomo says, “as there is sure to be a rush for tickets a week or two before kick-off. Get yours now. It’s easy, it’s affordable. And it’s your ticket to what’s going to be a spectacular event.”


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