South Africa Will Drop Everything To Save You From Drowning
This isn't strictly a travel campaign, but it's certainly that too. It's no secret that South Africa has been having some branding problems. Being the "world's rape capital" doesn't exactly look good on the brochures (what font face do you use for that?). The drownings last year certainly didn't help their image. Now that they've begun the pushback against drownings, maybe they can try to address that other thing.
The point being made by South Africa's new campaign for their National Sea Rescue Institute is that their volunteers, dedicated men and women that they are, will drop whatever they're doing to rescue stranded ocean goers. They might be at their wedding, but they'll jump into the water dress and all. Or they might be a sports event, but they'll rush to rescue you without even pausing to dump their foam hand. Or they might be a guy dressed as a chicken.
The NSRI is a 24/7, all-volunteer force with 32 stations sprinkled across South Africa. They have 880 volunteers and a bevy of rescue crafts and helicopters. Apparently they've also got a pretty decent taste in ad agencies. Ogilvy Cape Town is behind this campaign, and you can see larger versions of all the pictures here.
The campaign is certainly clever enough, and they're getting some deserved buzz for it on the ad blogs. We're just happy that we finally got to work "guys dressed in chicken suits" into a story. Scratch that one off the list.
Related Stories:
· They are always on call [Ad Punch]
· Travel Ads [Jaunted]
· South Africa Travel Coverage [Jaunted]
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