South African Tourism Unveils Redesigned Website

PHOTO: A vineyard in Hermanus, South Africa. (photo by David Cogswell).

South African Tourism, the destination marketing organization of South Africa, launched a new, redesigned version of its consumer website as part of its continuing roll-out of its “What’s Your Big Five?” campaign. 

The new home page features photos of South Africa’s team of Big Five Ambassadors, a selection of what SAT calls “celebrity figures, tastemakers and travel influencers,” each of whom has named his or her five favorite things about South Africa, their own personal Big Fives. 

The Big Five Ambassadors include Marilu Henner, the actress known for her appearances in “Taxi” and “Evening Shade.” Henner’s Big Five includes ziplining, food, Table Mountain, shark cage diving and people. “My absolute favorite thing about South Africa was its people,” said Henner, on the site. “From Johannesburg to Cape Town, to the bush, no matter where I went the people were warm and welcoming; they were my favorite part of the whole experience. They made it feel like home.”

Another Big Five Ambassador, Miss USA 2012 Nana Meriwether, who was born in South Africa, named wildlife and conservation; nightlife; hospitality, fashion and Soweto as her Big Five.

Under her first choice, wildlife and conservation, Meriwether said she has seen four of South Africa’s original Big Five.

“On just one game drive I got to see four of SA’s Big five animals including the often elusive leopard,” she said. “I was also impressed by South Africa’s conservation efforts to ensure that these beautiful creatures will be around for future generations to enjoy.”

Other Big Five Ambassadors are Colin Cowie, a “lifestyle guru and party planner to the stars”; Jeff and Erica, a couple from New York who work in TV production; and Yves Guillaume, an “adrenaline junky.”

The site also features a selection of new travel itineraries in each of five travel categories SAT calls the “tourism pillars” of South Africa, including Adventure and Exploration; Culture and Heritage; Safari and Nature; Entertainment and Lifestyle; and Luxury and Romance.

As part of the “What’s Your Big Five?” campaign, the site also features a cameo appearance by Zandi, a digital giraffe who is the mascot of the campaign.

The campaign is designed to reposition South Africa in the minds of traveler, transforming it “from a 'once-in-a-lifetime' destination to a place worth visiting now,” said Sthu Zungu, president of South African Tourism North America."Taking this positive shift into consideration, our new website provides an ideal channel for consumers to create and share their South Africa memories, and as a result, inspire continued travel to our beautiful country.”

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