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South Africa Global Branding

South African Tourism needed to develop a brand that would capture the essence of the experience, and not merely present another destination.

The Brief

  • Create a campaign that brings to life the newly created brand essence, “The break that breaks new ground.” Extend this to a marketing proposition and use brand functional and emotional benefits to substantiate the claim in a creative campaign concept.
  • Manage a global marketing / advertising team from around the world for maximum insight and localized execution.


  • Myriad created the Discovery Campaign for global TV/cinema, print, outdoor and digital media
  • The campaign showed exact latitude and longitude coordinates in South Africa, where the traveler and destination also meet in an emotional, ground-breaking experience. The tagline reminds us that South Africa is a country that has made the impossible… possible. And that what the traveler thought was impossible is indeed, possible
  • A comprehensive plan was created to integrate message, media and audience. All touch points were analyzed to gain maximum impact, globally and regionally


  • 14% annual growth in US travel to South Africa
  • 10% increase in first-time visitors
  • Highest number of third quarter foreign tourist arrivals 
in South Africa’s history
  • Increase in the number of nights spent by travelers



Global Tourism Branding

Branding Strategies