South African Tourism partners with DDB MudraMax for OOH campaign

South African Tourism has appointed DDB MudraMax as its outdoor advertising partner in the Tourism Board's destination brand building efforts in India. The agency will be responsible for the 2013 -14 campaign which goes live in January 2014.

[caption id="attachment_1266579" align="alignleft" width="380"] Screengrab of the South Africa Tourism website[/caption]

Hanneli Slabber, Country Manager, South African Tourism, said, "We are pleased to appoint DDB MudraMax as our partner in India. Given the importance of Indian market in our global tourism growth strategy, we were scouting for an agency that showcases the best understanding of South Africa as a holiday destination, brings forth in-depth market knowledge and consumer understanding, besides demonstrating commitment to extend a mutually beneficial long-term partnership with us. We definitely saw a stiff competition amongst the participating agencies as everyone came up with exciting proposals making it tough for us to choose the best. DDB MudraMax was declared the winner as they provided the most innovative and compelling ideas in addition to showcasing their team strength and expertise that can support South African Tourism's brand building and marketing requirements across our key markets and audiences."

Mandeep Malhotra, President, DDB MudraMax - OOH, Experiential and Retail, said, "I'm extremely happy to be partnering with South Africa Tourism to help promote their tourism plans and expand their strategy to the outdoor market, in India. The team comprising of Aneil Deepak, Vijay Jain and Raza Syed are excited to be working on the brand and we're sure to release some path-breaking innovations for SAT in the coming months."

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[caption id="attachment_1266589" align="alignleft" width="380"] Mandeep Malhotra, President, DDB MudraMax - OOH, Experiential and Retail[/caption]

In partnership with DDB MudraMax, the tourism board aims at rolling out innovative outdoor, cinema and TVC campaigns to position South Africa as a preferred destination among potential Indian travelers, besides extending their brand marketing outreach to a larger mix of traveler segments across key markets.