The campaign was run in Italy, Spain, Brazil, the US and Egypt and ran during April. It included TV advertisements in Brazil as well as radio, online and print promotions in the other countries.
Sugen Pillay, global manager, Events at South African Tourism, says the campaign formed part of an ongoing strategy to have as many people as possible experience the destination. “This promotion with Coca-Cola has given us an additional 130 destination ambassadors. Each of them will participate in promotional activities in their respective countries and will become part of our larger global drive to make the most of South Africa's status as FIFA host nation in order to grow our tourism industry.”
South African Tourism, he says, is committed to symbiotic and mutually beneficial partnerships with a number and wide variety of organisations.
“Our partnership with Coca-Cola is a fitting marketing combination that combines the extensive global footprints of both corporate entities to market the 2010 FIFA World Cup and the destination as widely and effectively as possible.”
“For Coca-Cola SA this was a no-brainer. Partnering with SA Tourism on this campaign has been hugely successful. We look forward to working with them on other 2010-related campaigns as we draw closer to 11 June, 2010,” says Onwell Msomi, GM, 2010 FIFA World Cup Project Unit, Coca-Cola South Africa.
The 130 winners will be in South Africa from 13 to 19 June and will attend matches in each of the Confederations Cup host cities with the 20 winners from South Africa.
