#LiveAgain: South African Tourism launches new campaign

For the first time in five years, South African Tourism has launched a bold and exciting new audiovisual marketing campaign designed to attract new and returning international visitors to Mzansi and the message is quite simple – with the pandemic ending, it is time for people to Live Again… and there’s nowhere like South Africa to do that.

SOUTH AFRICAN TOURISM MINISTER LAUNCHES CAMPAIGN

Minister of Tourism, Lindiwe Sisulu, addressed the crowd at the glitzy in-person launch of the campaign. She spoke of the South African tourism industry’s resilience, industriousness and adaptability:

“[These] are part of the indefatigable South African spirit. Fuelled by these qualities, and driven by an unshakable conviction that we can and must climb back to the peaks we have previously summited with tourism in our country, we boldly announce to the world that South Africa is open and ready to welcome all visitors. The goal is simple, albeit daunting under the circumstances – restore the sector to its pre-COVID-19 pinnacle and take it even higher. The aim is to use this to catapult South Africa’s tourism sector to the forefront of the country’s economic recovery effort and position South Africa as safe and secure destination.”

#LiveAgain IN A POST COVID WORLD

Acting CEO of South African Tourism, Mzilikazi Themba Khumalo added:

“This campaign sums up South Africa’s resolve to not postpone living life to the fullest one moment longer. It taps into South Africans’ renowned optimism and resilience that have stood this nation in good stead at every turn when we faced seemingly intractable challenges. Through it all, we never lose our zeal for life and we’re inviting the world to approach the COVID-19 situation in the same way. We are inviting everyone to come experience the unique sounds and textures of South African cultures and experience. We’re saying it’s time to ‘Live Again ‘but to continue to observe Covid-19 safety protocols. The “Live Again” brand campaign entails the country’s brand promise to deliver the ultimate leisure and business events travel experiences that will re-energize body, mind and spirit. Through the South African song created especially for the film – weaving in sounds and textures of this rich tapestry of people and experiences, we continue to extend our signature hospitality with grace and gratitude.”

Are you ready to #LiveAgain? Click here or watch the stunning new advert below:

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