South African Tourism has just revitalised its Sho’t Left campaign, aimed at motivating a new generation of South Africans to explore their own country and put the spotlight on domestic travel.
Award-winning DJ Black Coffee, popular Soweto rock band BLK JKS, Sama-nominated pop duo The Arrows, television personalities and fashionistas the Cream Cartel, writer and poet Natalia Molebatsi, innovative graphic designers Am I Collective and acclaimed painter and artist Mary Sibande are the Sho’t Left trendsetters, whose travels to all corners of South Africa will feature in the new domestic tourism campaign.
From highlighting such hidden gems as Hotazel, Kuruman, Modjadji and Kosi Bay, this integrated marketing campaign, aimed at supporting provincial tourism efforts and the domestic tourism trade, seeks to show that whether you turn left or right, the wonder of a country awaits and “there really is no such thing as a wrong turn”.
Phumi Dhlomo, regional director: Africa at SA Tourism, said: “Our 2010 domestic tourism figures showed an increase in the number of leisure trips taken by South Africans and a greater inclination for domestic leisure travel. With this in mind, the campaign looks to further captivate an already-engaged market and create greater demand for out-of-the-ordinary South African experiences in all nine provinces, such as those undertaken by the artists in our Sho’t Left campaign.”
The new Sho’t Left campaign features a staggered roll-out of seven television commercials which have been abridged for use on Sho’t Left’s YouTube channel. In addition to this, the recently upgraded Sho’t Left website (www.shotleft.co.za) and mobisite (www.shotleft.mobi) will give local travellers access to affordable travel packages, destination insights and the chance to engage with fellow travellers.
The campaign will be further driven through print adverts, radio spots, activations and public relations activities, giving the important domestic travel agenda a welcome boost. - Saturday Star