2013/14 Domestic Campaign January 2014 Trade Presentation

Slide no. 2 South African Tourism has made marketing investments in the past few years on campaigns such as Sho't Left and Vaya Mzansi which have aided in keeping the industry going however there's been a decline in Domestic travel thus due to the economic climate. In times like these, consumers don't see value in travel (particularly domestic travel) And so they try to find joy in the latest cell phone, a new pair of shoes or even a new car, but the treadmill is only a temporary fix. We need to remind South Africans that travel is affordable and it offers best life-enhancing value that money can buy. Overview

Slide no. 3 The Long Term Objective TO Encourage South Africans to see the unrivaled value that domestic travel delivers BY OVERCOMING THE ISSUE: Travel offers no real value. Travel is expensive. THROUGH Connecting with a broad audience with communication and activations that amplifies the emotional benefits of travel

Slide no. 4 Target Market (Universe)

Slide no. 5 IGNITE A SPARK TO GET SOUTH AFRICANS TO RECONSIDER TRAVEL Give South Africans reasons to travel; reminding ourselves of the JOY and sheer FUN that travel delivers. How Do We Get There

Slide no. 6 The Big Idea Nothing’s More Fun Than A Sho’t Left

Slide no. 7 Nothing’s More Fun than a Sho’t Left. Nothing’s more fun than… Nothing’s More Fun than a weekend away. Nothing’s More Fun than a short break. Nothing’s More Fun than a road trip with friends. Nothing’s More Fun than getting away from the city. Shot’t Left: Sho’t Left has massive equity (2011 campaign) Sho’t Left platforms already exist Sho’t Left provides local, own-able flavour Sho’t Left best describes the breaks we are selling Creative Device

Slide no. 8 There is an inherent rivalry that exists between South Africans from different cities. We’re all very proud of where we’re from and the moment someone challenges our city or region, we tend to get very defensive. Tapping into this, we can really bring our campaign to life by sparking a rivalry between regions and challenging South Africans to reconsider how and where they have fun. How? Use Jozi as the spark. Bringing The Idea To Life

Slide no. 9 The Spark

Slide no. 10 Preview of the creative

Slide no. 11 The Look ‘n Feel

Slide no. 12

Slide no. 13 Rivalry Phase

DURBAN BILLBOARD

Slide no. 15 Radio: Rivalry (Utelising Regional Radio Stations)

Slide no. 16 Digital: Travel Deals

Slide no. 17 The following touch-points will be used TV: Four commercials that will be rotated Radio: Radio competition “My miserable mate” Digital:Includes “My miserable mate” competition and deals tab Other:Event specific communication in print and digital platforms Mediums of Engaging Consumers

Be Part of the Campaign Inspiring a nation to travel is great, but the real conversion will be determined by the deals The more FUN weekend deals we have on offer will result in the more people we’ll get to pack their bags, jump in their cars and hit the open road. Since budget is one of the key barriers to travelling; the better the deal is from an affordability point of view, the higher the chances of conversion The deals though will need to speak to the sentiment of FUN and so be creative in how you package the deals. You can load your deals onto our deals dashboard

Slide no. 19 Thank You