In addition to renewing it’s existing global partnership with the National Geographic Channel (NGC), South African Tourism (SAT) will support the National Geographic Adventurer of the Year Awards for the second year running.
A Global Audience
SAT is going to extra lengths to reach international markets, and for good reason. The organisation needs to continually create new ways of punting South Africa to identified markets.
And what better way to do this than repeatedly buying into the National Geographic global audience?
Making the Impossible, Possible
‘The prestigious National Geographic Adventurer of the Year Awards brings together international VIPs and influencers in a celebration of the finest achievements in outdoor sports and adventure travel,’ says Ian Utermohlen, SAT’s manager of marketing and advertising. ‘Each year 10 individuals are honoured at the Adventurer of the Year gala for their accomplishments (both masterful and controversial), which have inspired and challenged our notions of what is possible.’
He notes that the event is an exciting opportunity for SAT to showcase truly ‘South African’ adventures and outdoor activities with key travellers in this sector. Among these, the Wanderluster market is undoubtedly the most important.
The Essential Wanderluster Audience
The event takes place in Washington DC on 15 November 2007; attracting the who’s who from the world of travel and adventure.
‘The invite-only award celebration will be held to coincide with the release of the Dec/Jan issue of National Geographic,’ says Sarah Potter, sales executive for NGC and Sky News. ‘Then, the halls of the National Geographic Society will be opened to the most influential Wanderlusters of the year.’
So What’s in it for SAT?
Whilst this exclusive event sounds like a fantastic place to see and be seen, just what does it mean to SAT?
‘The added-value of being linked to this prestigious occasion is enormous,’ says Potter. ‘SAT will be heavily branded and promoted throughout all stages of the event, which will be extensively covered on the National Geographic internet site devoted to adventure. And there will be coverage in the February 2008 issue of the magazine.’
Simply, this is the event of the year to brand South Africa as the travel destination of choice to the most influential and respected Wanderlusters in the United States.
Links: