SA Tourism's new ad: just a bunch of "sentimental shmaltz?"

2014-05-27 09:55

SA Tourism adds inspiring twist to new #meetsouthafrica video

2014-05-23 12:52

Take a look at South African Tourism's new #meetsouthafrica campaign. Wow, makes you proud to live here and we particularly liked the twist at the end. WATCH

Cape Town - When it comes to effective digital marketing campaigns, you have to give South African Tourism the thumbs up.  

If you haven't bumped into the #MeetSouthAfrica hash tag at some point, we have to ask, "Where exactly do you hang out online?"  

As part of their latest campaign SAT released an extraordinarily beautiful video showcasing South Africa in all its glory… and it even has a rather intriguing twist.  

The semi-tearjerker video has all but gone viral, however not everyone seems to agree with the ‘Reconsider South Africa’ message it proclaims.  

Here at News24 Travel we loaded the video on our site to share with our readers and found it rather disconcerting that the majority of comments were negative:    

Andrew Barnes -
Sentimental schmaltz. Strange that there are a few that actually like this kind of drivel.

Val Grantham - Nothing of KZN,typical cape production.

Justin Adams - more like "#meetCapeTown"

These made us wonder what kind of response the video has received elsewhere online.

We checked out SA Tourism’s YouTube channel and discovered more of the same:

TheRealWitblitz - Propaganda at its finest. Lovely tourist attraction where are the bits about rape, murder, kidnapping, the list goes on and on...

Leon Hall - Bullshit. I lived there for 40 years. Its a shithole now after Nelson Mandela took over 20 years ago..

Lungelo Mathenjwa - #MeetSouthAfrica ; - Murder rate per 100k people is 36.5 (world average is 7.6) - SAPS estimates that a woman is raped every 36 seconds - 2013 Unemployment rate was 25.20% - Only 11.8% of the entire population have

So, this made us wonder - why are so many South Africans expending their energy on whining and complaining instead of throwing their weight into making a difference? 

However, we’re pleased to see that the positive commentary definitely outweighs the negative.

Here are a few of our favourites:

Adele Horn - that's my country!!!!!!!!!!!!!!!!!!! <3 it!!!! don't want to live anywhere else!

Piero van Burick - This doesn't capture all the beauty of South Africa, but no commercial could. This is the closest they could come to showing someone who has never been there what it's like.

Wazza B - Awesome video SA tourism really capturing the essence of our country. Pitty some people waste so many years in South Africa not helping the situation. I Wonder do Germans who lived after 2nd world war say things like .. it was better under Hitler? How can the evil of the apartheid era be something someone with any soul could wish to see again ..

Tabile Raziya - People are gonna want to come here now. Some good marketing here.  

Glenda Philips - Beautiful. Yes our country is so beautiful. But in many ways brutal. Yet every country in the world has the same problems, some of them worse. If we're continually looking at the negatives we'll never be able to see the positives.

merentia van der vent - This is my Africa. This is my South Africa.

Gerhard van Deventer - We need to be SOOO PROUD of the country we call HOME. Just enjoy this special clip.  

tortugabob - Two years ago my daughter was married in Breton-On-Sea, SA.  Beautiful country that in many ways matches the Pacific West Coast.  We also spent time in Kruger National Park and Johannesburg. My wife and I can hardly wait to go back. It is truly a remarkable country.

Fatima Adams - Love south Africa with all my heart and soul born and raised in S.A.. Now living in usa but Africa will always be part of me. Its a beuatiful country friendly warm and loving people.  

Jess Green - South Africa is simply amazing.

So, what is your take? Check the video out again and tell us your thoughts in the comment section below. 
Read more on:    travel south africa  |  my travels

Join the conversation! encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.

SHARE: publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
Comments have been closed for this article.

Inside Travel


#FindYourEscape with Traveller24

Your insider guide to exploring South Africa and the world...
There are new stories on the homepage. Click here to see them.


Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.

Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire network.


Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.

Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.