Week of adventure for 5 German couples

Ten lucky Germans win the trip of a lifetime on a ‘MINI Safari’ to South Africa

Week of adventure for 5 German couples


Group of five couples will experience a week of adventure, luxury, astonishing beauty and typically warm hospitality as they tour the Western Cape.

SOUTH AFRICA will host an exceptionally lucky group of German visitors next week. They are the 10 winners of a destination marketing competition that ran across Germany and that attracted thousands of entries in a campaign that reached millions of people.

Theresa Bay-Müller, South African Tourism Country Manager in Germany, says the competition was an “awesome success”, having generated huge interest in Germany and having worked, as part of a larger campaign in that market, to get millions of Germans exposed to South Africa’s attractions and eager to come and experience the country for themselves.

The winners arrive on 26 November to start their amazing safari in the Western Cape, courtesy of South African Tourism and MINI, the luxury car brand. South African Airways sponsored the flights for the winners and MINI is providing the vehicles for this awesome ‘MINI Safari’.

The competition, ‘Be Wild. Be MINI. In South Africa on a photo safari!’ was a component of a larger campaign that has been active in the German market for the last eight months. Aimed at young, independent professionals, the competition was offered online and promoted via a country-wide roadshow, on social media channels, via direct marketing and through a promotion in MINI dealerships across Germany. In total, the eight-month campaign reached six million people.

 “We had a fantastic response, and we can’t wait to welcome the winners in South Africa. South Africa is the perfect fit for the lifestyle car brand MINI. We have so many experiences to offer, which will make the “MINI Safari” unforgettable. This cooperation with MINI was the talk of the town in Germany. We had South African leopard-branded MINI’s touring on a roadshow through major German cities and towns. We are happy to gain such a strong brand partner to support and promote our destination and delighted with the success of this project,” Bay-Müller says.

The group of five couples will experience a week of adventure, luxury, astonishing beauty and typically warm hospitality as they tour the Western Cape in MINI motor cars. Their itinerary emphasises the places that locals love best and they will visit charming and delightful spots such as Tintswalo, Darling, Riebeek Kasteel and Hermanus. They will also enjoy a typically South African picnic in the heart of the winelands, feasting on South African delicacies and sampling the world-class wines of the area.

“We are very excited about the joint cooperation with South African Tourism," says Florian Baumeister, Head of Marketing Germany MINI. "There could hardly be anything more exciting than the manifold South African experiences with its gorgeous stretches in a MINI and the overwhelming impressions of landscape and nature."

Their trip will be documented and will form part of the larger campaign, showing an eager German market exactly what the lucky winners experienced in South Africa, and how this kind of holiday is available, and accessible, to everyone in Germany. In July (2012), German tourist arrivals were 133 757, 12.4 percent up on the same period last year. In 2011, tourist arrivals grew 9.7 percent (215 800 tourists).

“Germany is one of our best performing overseas markets, and has returned fantastic growth over the years. It is a valuable and lucrative market for South Africa, and we work hard to defend and grow it. We thank our trade partners, and MINI in this campaign, for working with us to encourage more and more Germans to visit South Africa,” Bay-Müller concluded.


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