“South African Tourism Surprises Cinema Audiences”
On Saturday, 5th January, South African Tourism, in association with Val Morgan Cinema Network and LiveWorks offered cinemagoers a unique live in cinema advertising experience when a South African “Sangoma” (traditional healer) accompanied by African Drummers made a surprise appearance at selected cinemas in Sydney and Melbourne.
African Drummers heralded the arrival of the Sangoma who entered the cinema during the pre-show ad reel at several movie sessions at each location. The beat of the drums and the sound of a traditional African praise poem triggered the break in the ad reel which allowed the Sangoma to make a symbolic call to his ancestors in a short ritual dance, which included much physical action, and the throwing of the bones on the ground, asking them to give council to the audience and entice them to travel to South Africa.
Immediately after the performance, the Sangoma departed to the sound of solemn drumbeats, and the ad reel recommenced with the South African Tourism cinema advertisement which showcases the vibrant elements and experiences South Africa has to offer its visitors and encourages viewers to log on to www.southafrica.net for further information.
To complete the cinema experience, at the end of each movie session, the African drummers were on hand at the exit doors to distribute copies of the interactive Lonely Planet Insider’s Guide to South Africa to interested cinemagoers.
“South Africa is such a diverse country – its tradition, beauty and the experiences it has to offer are endless. This campaign really brings all of these elements to life for the cinema audience” says Bangu Masisi, General Manager of South African Tourism.
Paul Booth, Director of Sales at Val Morgan Cinema Network adds – ‘the South African Tourism integrated advertising campaign received a very positive response in cinema with many members of the audience actively participating and applauding the performance. The additional excitement created in cinema by the live interaction enhances the awareness of the ad, generates an increase in word of mouth and illustrates the diverse advertising opportunities available to clients in cinema.”
Further information available from Gina Marsh at Val Morgan 02 8113 5651; Justin McLean at LiveWorks 0432 360 327 or Peter O Sullivan at PPR on behalf of SA Tourism on 02 9818 0916