The Finders Keepers promotional campaign that aims to promote domestic tourism in South Africa was launched on Sunday 10 July. Read our pre-launch feature story on page 18 to 19 of the Tourism Tattler June edition here.
Launched nationally in the Sunday Times newspaper, the new Tourism Marketing South Africa (TOMSA) campaign provides consumers with detailed information on the 12 week campaign in a double spread wrap that aims to entice the consumer to enter the treasure hunt and stand a chance of winning fantastic weekly prizes and ultimately the grand prize of R1 million rand awarded to one lucky winner.
Besides being used as a launch-pad to promote domestic tourism, the campaign will also showcase the products of existing tourism levy contributors and raise industry-wide awareness about the important role of TOMSA. Each of the nine provinces of South Africa will get the opportunity to be profiled in the Sunday Times newspaper from the 10th July, starting with Gauteng and ending in the Free State in September to coincide with this year’s World Tourism Day celebrations.
How do consumers enter?
Using clues found in the Sunday Times newspaper, competition entrants “hunt” for a treasure hidden in the different travel and tourism products across the country. Entrants have to read each week’s Finders Keepers article in the Sunday Times newspaper in order to identify where the treasure is being hidden and answer a number of travel and tourism related questions correctly in order to proceed to the next level of the competition. Those who make it to the end will take part in the final draw for the grand prize of
How do you as a South African operator get involved?
Operators who want to get involved and support the competition can sponsor prizes for the weekly prize draws, pledge special travel packages that can be promoted as part of the campaign or host the team of journalists who will be covering the competition for the Sunday Times’ travel section.
In return, the marketing and media profiling opportunities for your business from all the Times Media Group’s media platforms will be substantial.
In addition, other channels outside the Times Media Group (such as Tourism Tattler – Ed) will also be used to ensure that people have the chance to hear about the competition and participate.
“We are elated to see the number of operators that have already come forward to pledge their support,”said TBCSA Chief Executive Officer, Mmatšatši Ramawela.
The TOMSA initiative is a Public-Private-Partnership established in 1998 between the Tourism Business Council of South Africa (TBCSA) and the National Department of Tourism. The initiative enables businesses in the sector to play an active role in the funding of the country’s destination marketing programs undertaken by SA Tourism. This is done through the collection and contribution of a 1% tourism levy charged on travel and tourism products and services rendered. The funds collected are administered by the TBCSA.
How do you as a levy contributor benefit?
Media exposure and other benefits for participating TOMSA levy contributors include:
• Your establishment’s logo will be placed in a two page DPS according to each province visited starting from the 3rd July to 11th September 2016.
• The Sunday Times will include a write-up on your establishment as per the province featured in that week.
• All TOMSA levy contributors stand a chance to win 1 full page in The Sunday Times Travel section and The Times newspaper for the total value of over R209 000.00
• Receive reduced rates to advertise in the Sunday Times Travel (see presentation link below).
And there’s more! Click Here to view a Powerpoint presentation on more online and media overage benefits you will receive by pledging your support to this fantastic initiative.
To pledge your support, please contact Ms Boitumelo Moleleki on 012 664 0120 or email on email@example.com