Radio campaign reached 3.8 million people a day and has become a phenomenon of marketing excellence in Germany
SOUTH AFRICAN Tourism has taken a marketing project into Germany that reached about 3.8 million listeners a day and has become one of the biggest and most successful marketing campaigns ever run on German radio.
A competition to experience South Africa first hand was at the heart of the campaign, and 70 winners (accompanied by 10 production crew members) have just left South Africa after having experienced the very best our destination offers.
They take home messages of South Africa’s warm hospitality, wonderful climate, measureless beauty and accessibility.
The Mega Kick South Africa competition (a marketing campaign by South African Tourism in partnership with SWR3 in Germany) was one of the biggest radio marketing campaigns that Germany has ever seen. It reached 25 million listeners in January alone and drew recognition from across the spectrum of German media and marketing channels.
Says Theresa Bay-Muller, South African Tourism Country Manager in Germany: “The campaign included 30 radio trailers, editorial stories, and hourly announcements on SWR3. Destination features were broadcast throughout January. Online elements, member loyalty programmes and outdoor advertising completed the marketing mix.
“Add to this, the editorial sensation created by real time reports from South Africa as the winners and radio crew experienced the highlights of Durban along with Isimangaliso Wetland and Hluhluwe Umfolozi National Parks, and you can imagine the interest that Mega Kick South Africa generated in Germany.”
One of the winners said: “Cape Vidal is the most beautiful place I have ever been. I have no idea how I am ever going to be able to top this trip.” In addition, the winners agreed that South Africans were the most welcoming and helpful people they had ever met.
Bay-Muller: “Mega Kick South Africa delivered great coverage of our destination in Germany. As important, it gave us 80 people who are excited about South Africa, who fell in love with South Africa, and who are spreading great word of mouth endorsement of South Africa all over Germany.”