South African Tourism has unveiled a new 10-minute brand film, which places the people of South Africa and the country’s many varied cultures at the heart of the story, to give members of the travel trade insight into the country.
Drawing on the tradition of South African heritage storytelling, the film was shot across South Africa and was directed by South African filmmaker, Teboho Mahlatsi. It tells the story of Bheki, a young Mbhaco- (a traditional Xhosa wedding gown-) maker from the rural Eastern Cape, who traverses the country in search of inspiration for an Mbhaco with a modern twist. During his travels, Bheki witnesses all that South Africa’s vast array of cultures has to offer.
South African Tourism Hub Head: UK & Ireland Tolene Van der Merwe, said: “We are delighted to launch our new brand film in the UK market. We believe it perfectly encapsulates the true spirit of South Africa and, through the eyes of Bheki, uncovers the many amazing experiences that our beautiful country has to offer to holidaymakers.
“We hope that our film will aid members of the UK travel trade to gain a deeper knowledge of South Africa and therefore to inspire holidaymakers to want to visit. South African Tourism has a commitment to attracting five million more tourists to the destination in the next five years and we know that, by working closely with the UK travel trade, we’ll be able to effectively communicate the abundance of heritage, art and culture which makes our beautiful country hard for holidaymakers to resist.”
The new brand film has been released on South African Tourism’s YouTube channel, digital and social media platforms as well as selected international television platforms. It has also been packaged into a 60-second trailer and five further 30-second trailers.