South African Tourism hires Ogilvy for global task

by Ed Kemp, Marketing 11-Oct-06, 12:00

LONDON - The South African Tourism Board has handed its estimated £50m global marketing account to the Ogilvy Group.

The Ogilvy network of agencies has been briefed to target all continents, with Ogilvy London handling European communications.

The agency will focus primarily on South Africa's three largest tourist markets in Europe -- Germany, the UK and the Netherlands.

It is understood the brief will comprise both above- and below-the-line communications, with the aim of attracting high-spending long-haul tourists who would traditionally choose Australia as a preferred holiday destination.

The account review, which involved South African President Thabo Mbeki, sees the business move from TBWA\Worldwide.

Earlier this year, the South African Tourism Board hired Starcom to handle its global media planning and buying account. The account moved to Starcom from Mediaedge:cia, which declined to repitch for the business.

Pic: Julien Carnot

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