May 18, 2012
NEWS
News, Tour Operators
Africa Collection wins the South Africa Tourism Ubuntu Award
By: E-TA Staff | November 17,2010
Africa Collection braved a tough Dragon’s Den style panel, headed by Duncan Bannatyne to win the popular 2010 Ubuntu Awards. The independent tour operator bagged the £25,000 prize, presented by the Minister of Tourism for South Africa Marthinus van Schalkwyk at the World Travel Market in London.
The focal point of their campaign 'South Africa - Expect the Unexpected' highlights the country's numerous opportunities for activity and adventure travel. "Adventure is among our foremost messages for the coming year," said Lebohang Mokhesi, UK Country manager for South African Tourism, " the campaign of Africa Collection focussing on exciting new adventure programme including adrenaline sports, camping safaris and voluntourism, among others, was the foremost plus-point in its proposal, which along with its highly original and well-researched 'teaser' campaign, more than convinced us that this company could really convey a successful plan to drive sales and pull market share from our main competitor destinations”
In all 70 operators participated, of which the judging panel short-listed only six. Africa Collection was selected as the winner due its original proposal, and its thorough understanding of both the product and the marketplace. The winning campaign making intelligent use of social media and viral marketing, set a new industry standard for marketing South Africa’s varied tourism product.
