As well as the competition mechanism, the online destination will host a picture gallery where visitors can rate each other’s entries and sign up for a monthly newsletter and quarterly virtual magazine."Our decision to embark on this campaign with CNN is informed by our determination, both to differentiate South Africa from competitor destinations and to entrench our excellent arrivals growth," said Roshene Singh, chief marketing officer at SA Tourism.
The tourism body aims to welcome 10-million visitors to South Africa in 2010 and feels it is well on its way to achieving its goal after receiving a little over nine million visitors in 2007.
An SA Tourism banner campaign will run across the My South Africa website. Print advertising will comprise a run of ad placements in CNN Traveller magazine, connecting with travellers across the globe.The My South Africa brand campaign will also be promoted via a push to blog sites and chat rooms, as well as social networking sites Facebook and Flickr, and CNN will produce a series of "call-to-action" television spots, the first featuring acclaimed music artist Yvonne Chaka Chaka, to entice viewers to the website