Nat Geo And South Africa Tourism Create Campaign Using Nelson Mandela

Nat Geo And South Africa Tourism Create Campaign Using Nelson Mandela
B&T Magazine
By B&T Magazine
SHARE
THIS



National Geographic photojournalist Pablo Corral Vega recently visited South Africa to embark on an iconic journey tracing the heroic life of a global hero, Nelson Mandela.

National Geographic Channel and South Africa Tourism collaborated to create a commissioned 90” vignette, capturing Vega’s journey around South Africa.  The campaign will launch in April 2015 on National Geographic Channel, airing in South African Tourism’s key markets across North America, Asia-Pacific, Latin America and Europe, with an estimated audience of over 300 million.

This video is part of the NGC ‘Through The Lens’ series, featuring vignettes by a portfolio of top National Geographic photographers including David Doubilet, Mattias Klum, Joel Sartore and Stephen Alvarez.

With Mandela as his focus, the world-renowned politician and philanthropist whose life can only be seen as an inspiration to humanity, photojournalist Vega’s aim was to understand more about this incredible individual’s life and his long walk from 27 year prisoner to South African President; remaking a country and inspiring the world.

The photojournalist’s journey started in the rolling green hills of the Eastern Cape in Qunu, where Mandela spent his early childhood tending herds as a cattle-boy. Pablo described the people he met there as ‘gentle and kind’, and by documenting their lives he was able to trace back a stronger connection to Mandela’s early identity.

Deborah Armstrong, EVP media sales and brand partnerships, FOX International Channels, noted that: “We are truly honoured to partner with South African Tourism in sharing this inspirational content that celebrates the life and times of such an incredible human being.

“Nelson Mandela single-handedly put South Africa on the map for billions of people around the world. Whenever they meet a South African in their country, without a doubt, the first word they utter is ‘Mandela’. This is because Madiba is not only a hero for all South Africans, forever changing the course of our combined history, but because his incredible leadership ability, compassion and vision made him a hero for the whole world, earning him an iconic status in every country on earth.”

South African Tourism chief executive officer, Thulani Nzima added: “Mandela opened up our beautiful country, once a pariah state, to the rest of the world and his name alone has attracted millions of tourists wanting to walk in his footsteps to South Africa every year. Through this vignette, we know that many people around the world will be encouraged and inspired to come to South Africa to experience Mandela’s life journey, our rich history and the warm welcome of our people.”

To view the Mandela vignette and the entire ‘Through the Lens’ series please visit www.throughthelens.tv

Lead image via The Guardian.

Please login with linkedin to comment

Clemenger BBDO Sydney consumer behaviour Nicorette tealium

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]