SA brand village wins over French
Zibonele Ntuli
29 September 2004
The South African Tourism's brand village hosted over 15 000 visitors in Paris, France, last week as part of celebrating South Africa's ten years of democracy.
The Brand Village has been established at the Trocadéro Gardens opposite the Eiffel Tower in Paris. The city's Mayor Bertrand Dalanoë and South Africa's Ambassador to France Nomasonto Sibanda-Thusi officially inaugurated the village.
According to SA Tourism spokeswoman Liz Sheridan, it was the first time ever that a country had been allowed to promote and celebrate its success at the famous French landmark.
Sheridan said the 120-square metre village also played a key role in the unveiling of part of South African Tourism's L'Appel De L'Afrique Du Sud (The Call of South Africa) marketing campaign.
"'It was divided into a number of specialised areas to give visitors a 360-degree multi-sensory interactive experience of the new South African brand, serving as a vivid
showcase for celebrating the country's authentic diversity, 10 Years of Freedom, scenic beauty, arts and culture, sports and world-class holiday experiences," she said.
She added that the three-day event kicked off with more than 400 French "movers and shakers'' from the media, government, arts and business witnessing SA Tourism breaking new ground.
The tourism body's portfolio manager for Europe Mzwakhe Msimanga said they are grateful to Europe for the opportunity to introduce South Africa's brand there.
"We ensured that all visitors to the village received a warm South African welcome, providing them with just a small taste of the many experiences they can expect when they make the trip down to see us," he said.
Visitors to the village experienced a wealth of colourful and original attractions such as watching the "I am an African" video based on the memorable speech by President Thabo Mbeki and heard South Africa's 11 official languages and their
corresponding cultures.
They also viewed South Africa's artefacts such as mielie corn, flora and ostrich feathers. They heard of the Big Five, smelt Amarula, took part in Ndebele beading and saw lithographs painted by Nelson Mandela.
The visitors were also encouraged to book a Le Bus Package linked to the campaign which is administered in partnership with the South African Airways, Sun International and three leading French tour operators.
The package offers a value-for-money holiday experience for only 1 280 Euros to Cape Town, Sun City and a mini wildlife safari, with accommodation at five-star hotels. The offer is valid until the end of February next year.
South African Tourism country manager in France Khanyi Dhlomo said the bus enabled them to connect and interact with French consumers.
"Our high profile brand launch at this most prestigious of locations allows us to really differentiate our country in what is one of South African Tourism's most
important European markets.
"By teaming up with a number of high-profile French brands, we are now viewed with credibility and acceptance in the minds of the French traveller for being an enriching and welcoming tourism destination," she said.
Source: BuaNews
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