South Africa comes to life in German retail stores

In an agreement between South African Tourism (SAT), German tour operator Wikinger Reisen and German-based outdoor gear retailer Globetrotter Ausruestung, shoppers will engage with destination South Africa like never before.

The partnership, running throughout the month of October, will see five Globetrotter stores transformed into a truly encompassing South African experience, complete with full window dress, multi-sensory video shows and authentic South African culinary treats and experiences.

Theresa Bay-Muller, SAT’s country manager in Germany, is confident that the activation will expose the outdoor exhilaration of South Africa to a captive audience.  “Globetrotter consumers are already actively pursuing their outdoor and adventure travel dreams,” says Bay-Muller.  “Our presence in the stores simply puts South Africa front of mind, when shoppers are already looking to purchase clothes, gear and other merchandise for their future trips.  The inclusion of tour operator Wikinger Reisen, who specialise in active leisure holidays, affords us the additional opportunity to convert interest into sales; a critical element to ensure that our activation results in increased German arrivals to South Africa.”

“It is a pleasure to be able to conduct such a great promotion with such an appealing destination; South Africa offers everything our products stand for – a fascinating variety of experiences within a beautiful scenery,” says Torsten Fischer, director of marketing at Globetrotter Ausruestung.

SAT’s official ‘Ambassador from the bush’, Ranger Hendrik, who keeps German wildlife and travel enthusiasts on social media platforms entertained with his personal stories of South Africa, will be in Germany throughout the month, engaging with consumers with ranger training, storytelling and drumming sessions.

The activation period is predicted to engage with more than 1,2-million consumers.  At the end of the activation month, a winner from Germany will live-out their South African experience with a sponsored trip courtesy of Wikinger Reisen.  This trip will be documented on Globetrotters blogging portal and is supported, in the run up to the overall activation, by an extensive media and social network campaign targeting more than 4,2-million consumers.

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