Case Studies

South Africa

Wild Safari 3D

A South African Adventure Film Premier

Project Details

  • Client: South African Tourism
  • Date: 2005

South African Tourism celebrated the premiere of the groundbreaking large-screen-format film “Wild Safari 3D: A South African Adventure”, with an exclusive screening and South African themed after party in New York City. Agency was charged with designing a larger than life premiere event to generate excitement for their 600 attendees that included trade partners, travel agents, NY influencers, and 100+ print and electronic media from the worlds of news, film, travel, lifestyle, and business.

Broadcast Coverage: Interviews were arranged for Liesl Eichenberger, SA zoologist and the film’s field guide, and South African Tourism spokesperson. Segments discussed the film and the SA experience. Broadcast coverage generated $714,502 in advertising value and $2,143,506 in PR value for the destination.

Print Media Coverage: Film reviews, interviews and event coverage were extensively featured. Wild Safari 3D was the top grossing Imax film all Summer, and topped US$14 million by the end of the year.

Wild Safari Bus

As guests ascended the escalator to the theater that was branded in all directions, they looked up to see a hot air balloon, emblazoned with South African Tourism’s iconic logo. Guests were transported in branded double-decker buses to the after party, where the sounds of the Broadway cast of The Lion King beckoned guests into the ballroom for a celebration of South African cuisine, music and entertainment.

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