03/02/2014
UK agency to improve perception of SA
27 Mon, Jan 2014
SA Tourism has appointed Bell Pottinger’s digital consultancy, Wired, to improve UK perceptions of South Africa.
As part of a three-year contract, which covers fully integrated PR services, Wired is tasked with modernising UK perceptions of South Africa and improving its relationship with travellers.
The agency will devise and implement multi-channel content marketing campaigns and drive influencer engagement, with targeted consumer segmentation. It will target new niche verticals, including fashion and design, music and arts, adventure and culinary travel, to help raise SA’s profile as more than just a world-class safari destination.
“The next three years will be an exciting time for South Africa in terms of tourism potential and development, and we are delighted that South African Tourism has chosen us to represent them,” said James Thomlinson, MD of Bell Pottinger Wired. “We have an ideal opportunity to really change the way the country is perceived and experienced by travellers, through multiple channels.”
The team will be led by new hire, Sarah Longbottom, who previously worked at various travel specialist PR agencies, directing key accounts, including Abu Dhabi Tourism and Culture Authority. She has worked as Editor at industry titles including Travel Weekly and TTG Middle East & North Africa.
“We are excited to be partnering with Bell Pottinger Wired,” said Jan Hutton, Chief Marketing Officer at SA Tourism. “This appointment follows a deliberate shift in our marketing strategy to focus more on genuine integration of digital, driven by content marketing that establishes the right relationships with the right people.”
Hutton said destination marketing was often more of a publishing role and, with the agency, SA Tourism would be able to master the art of storytelling. “Our aim is to ensure that our target market can easily access highly relevant and visually impressive content on South Africa, wherever they are, on diverse content channels.”
