South Africa Challenge
Promotion idea:
- Marketing of the touristic destination South Africa as adventure holiday through a multi brand promotion titled "South Africa Challenge": 10 selected teams travel to South Africa to report live about their adventures and impressions.
Execution:
- Call to action through brand and media partners.
- German former defender and football manager Guido Buchwald accompanies the teams as authentic ranger and testimonial.
- All information, tips on traveling south africa from "Ranger Hendrik" and live reports from the team on tour on promotion web site.
- Brand partner's products were staged during the live events.
Result:
- Over 85 million PIs online.
- Print PR value over 68 million Euro.
- About 60 minutes of TV footage on DSF, SAT.1, RTL and N24.
- Successful continuation of South Africa Challenge in 2009.
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