Cinema-goers and would-be holidaymakers are to see a lot more of South Africa as a campaign begins in a number of western cities.

Cinema-goers and would-be holidaymakers are to see a lot more of South Africa as a campaign begins in a number of western cities.

South Africa Tourism (SAT) is to screen two 60-second advertisements in cinemas in London, Frankfurt, Los Angeles and Boston, among other places, in a bid to promote the country as an attractive holiday option to people who may not have considered it.

Roshene Singh, SAT chief marketing officer, said the advertisements will run until next February.

“The cinema campaign reaches global audiences who are well-disposed to long-haul travel. These are consumers with sufficient income to travel and with a yearning to explore the world beyond the immediate environment of their own homes and cities,” she remarked.

Last month, SAT reported a marked increase in the number of people opting for holidays to South Africa during 2007.

The organisation said it expects tourist numbers to grow still further, possibly reaching ten million by 2010.

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