Holmes Report 12 May 2011 // 11:00PM GMT
NEW YORK—South African Tourism has selected Coyne PR as its new public relations agency of record. Coyne's travel and hospitality team will manage and execute an integrated marketing and PR campaign to promote travel to South Africa.
South African Tourism has charged the team at Coyne PR with spotlighting the country's scenic beauty, diverse wildlife, kaleidoscope of cultures and heritages, the great outdoors, sport and adventure opportunities, eco-tourism and conference facilities. The agency will seed curiosity and interest in Americans, driving value-for-money offerings and creating the urgency to travel to South Africa while conveying the message that "it's possible."
South African Tourism is working with the agency to finalize a comprehensive program to educate American consumers and press on South Africa's many attractions and experiences. The campaign will seek to develop a distinct and compelling persona for South Africa that is recognizable and relatable to Americans, and will be supported by consumer and trade events, media tours, sponsorships, partnerships, and news bureau services throughout the year.