South African Tourism has launched a food and wine campaign with Germany’s cooking community, Chefkoch.de, a recipe network.
Over the course of six weeks, a South African-themed special within the recipe network will make South Africa’s diverse cuisine and braai (barbecue) culture more accessible to potential German visitors.
The campaign is supported by a food-influencer trip to South Africa and a dedicated landing page on www.dein-suedafrika.de. On the tourism board’s website, a dedicated landing page offers South African recipes, Top 10-lists of the best wine and gourmet experiences in South Africa and braai-tips of South African braai ambassador, Jan Braai.
Key tour operator partner for SA Tourism, Meier‘s Weltreisen, has built a joint marketing activation around the ‘food and wine’ theme with SA Tourism. The long-haul travel specialist gives its agents the opportunity to invite their best customers to South Africa-themed braai events throughout Germany in September, coupled with training, POS initiatives and customer binding measures.
Four main evening events in Frankfurt, Leipzig, Düsseldorf and Hamburg include the joint preparation of a three-course South African menu on the grill and informative presentations about destination South Africa. Wines of South Africa will join in the kick-off event in Frankfurt.
Klaus from Klaus grillt, Marco from Ehrliches Essen, Markus from 0815BBQ and Oliver from Big BBQ, will drive this South African campaign and team up with Braai on his annual National Braai Tour in South Africa for live reporting and sharing their South African travel experiences on their social networks.
