SOUTH AFRICA – South African Tourism, the country’s national tourism agency, has launched the Live South Africa initiative, an outreach program targeting tourists from Belgium, Netherlands, and Sweden through an array of portraits showcasing the country’s tourist attractions and experiences.
The “Live South Africa” campaign invites travelers to experience the country by offering a live portrayal of its diverse landscape.
Central to this initiative is the South Africam, a camera built from local materials. The campaign begins with the creation of this distinctive camera, which then captures live portraits of the nation.
Designed to reflect the authentic spirit of South Africa, the South Africam is a pinhole camera made from Cape Beech wood, with a lens crafted from scrap metal and a strap made from cork leather.
The camera’s design, decorated by South African visual artist Samurai Farai, incorporates traditional colors and patterns symbolizing the country’s rich heritage.
The campaign also features a series of portraits captured by three South African photographers, each offering a unique glimpse into the lives of local people, their communities, and businesses.
These portraits depict a wide range of experiences, from the culinary culture of Bo-Kaap and the wilderness of Madikwe to the scenic coastal hikes on the Chokka Trail, the breathtaking Panorama Route, and the vibrant culture of Soweto.
Ogilvy, the agency behind the campaign, collaborated closely with South Africans to authentically showcase the country’s beauty.
Tolga Büyükdoganay, Chief Creative Officer at Ogilvy, expressed excitement about the partnership with South African Tourism, emphasizing the campaign’s focus on capturing the nation’s essence through the lens of its people.
“This time, we literally built a camera from South African materials, capturing the nation’s authentic beauty with a unique artistic tool,” he said.
Abby Jacobs, Interim Head of the North Europe Hub at South African Tourism, highlighted the importance of presenting South Africa authentically.
Since the country’s post-COVID recovery began in 2021, the focus has been on blending local insights with the distinct aspects that make South Africa special, while keeping the target audience in mind.
“This campaign, using the innovative ‘South Africam,’ enables us to share local experiences and invite Dutch, Belgian, and Swedish travelers to immerse themselves in our culture,” Jacobs said. She also expressed pride in the collaborative efforts with Ogilvy and excitement for the upcoming exhibition next month.
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