South African Tourism Unveils New Website Makeover in Next Phase of Multi-Faceted What's Your BIG 5? Campaign

New User-Friendly Site Offers Unique Look into South Africa's Rich & Diverse Travel Experiences as told by 'BIG 5' Ambassadors

Jan 13, 2014, 08:30 ET from South African Tourism

NEW YORK, Jan. 13, 2014 /PRNewswire/ -- South African Tourism, the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination, today announced the launch of its revamped consumer website,, as part of the next phase of its integrated What's Your BIG 5? platform. The new website highlights the kaleidoscope of premier experiences South Africa has to offer, beyond its celebrated safari, as seen through the lens of South African Tourism's BIG 5 Ambassadors — comprised of celebrity figures, tastemakers and travel influencers — and lovable digital giraffe mascot known as Zandi. Featuring a sleek new design layout, updated web technologies for better user-accessibility, and enticing destination visuals and stories, the site makes it easier for consumers to search, navigate and book their next visit to South Africa.

"Earlier this year, South Africa captured the hearts of millions with the debut of our What's Your BIG 5? campaign on "All-Star Celebrity Apprentice" — repositioning it from a 'once-in-a-lifetime' destination to a place worth visiting now," said Ms. Sthu Zungu, President of South African Tourism North America. "Taking this positive shift into consideration, our new website provides an ideal channel for consumers to create and share their South Africa memories, and as a result, inspire continued travel to our beautiful country."

Additional website highlights include: brand-new travel itineraries outfitted to each BIG 5 tourism pillar, including (1) Adventure & Exploration; (2) Culture & Heritage; (3) Safari & Nature; (4) Entertainment & Lifestyle; and (5) Luxury & Romance; a digital 'ask a travel expert' feature; personal BIG 5 narratives, photos and videos as shared by the BIG 5 Ambassadors themselves; interactive maps pinpointing special areas of interest throughout South Africa; and the ability to create and share a personalized BIG 5 digital postcard with friends and loved ones through social media channels such as Twitter and Facebook.

The genesis of the What's Your BIG 5? campaign starts with the proverbial "BIG 5" of South Africa's safari animals, a familiar term coined for the destination's wildlife. The multi-faceted campaign — which launched in April 2013 on the NBC hit series, "All-Star Celebrity Apprentice" — aims to re-define the "BIG 5" to underscore the broad range of authentic and distinct experiences found only in South Africa. The 360-degree platform includes ongoing year-round marketing, advertising, news bureau and social media activations. The face of the What's Your BIG 5? story is Zandi, who is the embodiment of South Africa — vibrant, colorful, warm, and friendly. Zandi will come to life as an engaging digital mascot not only for the campaign, but for the destination as a whole.

For more information on South Africa's rich and diverse offerings visit, follow @SouthAfrica on Twitter and 'Like' Visit South Africa on Facebook.

South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred tourist destination. It is headed by Chief Executive Officer Thulani Nzima and Chief Operating Officer Timothy Scholtz.

SOURCE South African Tourism