THE screening of CNN International's 'Inside Africa' on August 12, in which South African Airways' (SAA) first advertisement billboards, vignettes and interactive website links were flighted, formally cemented the extensive global television marketing deal which is thought will give the national airline - and subsequently the South African tourism industry - the "international competitive edge" it needs.
So reports Madelain Roscher, SAA's senior manager: corporate communications
who told Travel Now that the "fully integrated programming partnership" gives SAA exclusive airline sponsorship of CNN International's weekly feature programme, with on-air, online and print exposure across CNN properties.
'Inside Africa' airs weekly to a combined audience of more than 230m households worldwide.
According to Roscher, SAA's sponsorship includes opening and closing billboards, SAA branded vignettes, as well as category exclusive sponsorship of the 'Inside Africa' website entitlement button, with a link to the SAA website; and a banner campaign across CNN.com.
"Included in the sponsorship deal is access to entertainment programming - to be featured in-flight - from Turner Broadcasting, CNN's parent company."
"CNN's viewers include a large number of upscale business executives and leisure travellers, who are the target of SAA's advertising messages. Moreover, the CNN brand can extend the reach of SAA's advertising campaign and reinforce the connection between the two global brands," says Turner Broadcasting System Incorporated's president of international advertising sales, David Levy.
(Adéle Mackenzie)
