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Satour unveils Sho't Left plan to boost local travel market

By unknown | Sep 16, 2008 | COMMENTS [ 0 ]

Zenoyise Madikwa

Zenoyise Madikwa

South African Tourism recently unveiled a new Sho't Left campaign. The term Sho't Left has its origins in instructions given by passengers to taxi drivers, but is now used universally for "quick stop".

The campaign is aimed at growing and sustaining a robust domestic travel market in South Africa.

Sindile Xulu, Satour country manager - domestic, says 68percent of all domestic travel is undertaken with the purpose of visiting friends and relatives.

He says as a result, many South Africans don't think of themselves as "tourists" when they travel.

"Sho't Left aims to change this perception and instil a tourism culture among young South Africans. The domestic market is exceptionally important for the tourism industry, that is why we decided to embark on this campaign," said Xulu.

He said that last year about 12,7 million South African adults travelled within the country, resulting in 39 million domestic trips taken.

"We have refocused the Sho't Left campaign to target the young people who want to travel. This campaign is all about taking a holiday with friends, hence our entire new creative campaign speaks to this aspect."

The newest phase of the campaign follows the travels of a number of young people as they explore the country.

The campaign visits many of South Africa's destination delights from buzzing big cities to the remote scenic spots and its cultural attractions. Since it targets young people, the campaign features adventure, entertainment and nightlife travel experiences. It showcases South Africa as an affordable and easy-to-do destination for all.

The campaign features a series of two-minute mini vignettes that will run on SABC2 and 3.

The vignettes star South African Tourism's Sho't Left Igniters, who are young, trend-setting South Africans.

The campaign will also feature in print and radio advertising components directed at young South Africans. It encourages them to take more holidays in South Africa and to include leisure holiday activities when they visit friends and relatives, travel for religious or business purposes.

"This campaign aims to show young South Africans the emotional, educational and social benefits of travel. It shows that though travelling does not deliver a commodity that one can show off, it gives an expanded view of the world; larger and more profound life experiences."


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