16 April 2013
South African Tourism North America will unveil its ground-breaking new advertising campaign, “What’s Your BIG 5?” on NBC’s hit series “All-Star Celebrity Apprentice” on Sunday 21 April.
A year in the making, the multi-faceted “What’s Your BIG 5?” campaign aims to increase awareness and travel to South Africa by taking prospective travellers through the spectrum of distinct experiences offered by South Africa – including but not limited to the iconic safari.
“Sunday’s episode will bring to life the vibrant culture of South Africa to an astounding six-million viewers,” South African Tourism said in a statement on Monday.
“South Africa has become a highly sought-after travel destination, breaking tourism records with double-digit growth in the past three years,” said Sthu Zungu, president of South African Tourism North America. “High-profile partnerships like All-Star Celebrity Apprentice are one of the many driving forces catapulting our destination into mainstream consciousness, fuelling conversations and travel to South Africa like never before.”
“South Africa is an amazing destination,” said Donald Trump, executive producer and star of All-Star Celebrity Apprentice. “This Sunday’s episode will highlight the magnificence of the country, and I will be going to South Africa soon – it’s one of my favorite places.”
“The Big Five” refers to the best-known of Africa’s famous safari animals, namely the elephant, lion, rhino, leopard and buffalo.
“With this campaign, South African Tourism aims to re-define “BIG 5″ to underscore the broad range of authentic and distinct experiences South Africa has to offer travellers of all ages,” South African Tourism said.
The campaign launches on Sunday with a “360-degree platform” including advertising, year-round public relations, trade marketing, and consumer-driven events throughout the year.
After Sunday’s airing, at 11pm EST, viewers will be able to catch a bonus video of one of the Celebrity Apprentic All-Stars living the episode’s electrifying task first-hand in South Africa on www.southafrica.net.
Viewers will also be able to learn more about South Africa’s culture, diversity and friendly people on the website, while booking their own “All-Star Celebrity Apprentice & What’s Your BIG 5?” travel package.
“Additionally, one lucky viewer participating in the show’s launch of What’s Your BIG 5? campaign via Visit South Africa on Facebook or @SouthAfrica on Twitter, will win a trip to New York City on May 19th and two VIP tickets for the live finale taping,” South African Tourism announced.
“The winner and a guest will also be invited to rub elbows with Mr Trump and the All-Star cast and crew at the exclusive finale after-party. Sweepstakes start on April 21st and end on April 29th; visit www.facebook.com/VisitSouthAfrica for more details.”
For more information, visit www.southafrica.net, follow @SouthAfrica on Twitter or like Visit South Africa on Facebook.