South Africa’s leading sports and events city Durban has chosen Eurosport for a European promotional campaign during the forthcoming Africa Cup of Nations football tournament.
The tournament, which kicks off on Saturday 19th January, is being played in stadiums across South Africa as part of the legacy of the 2010 World Cup, with Durban hosting six matches, including one of the semi finals.
Durban Tourism is using the opportunity to promote itself as a business and holiday destination to the millions of European travellers following the tournament via Eurosport’s live coverage of every match.
Durban Tourism is pitching the city as “The warmest place to be” and has scheduled 30-second ad-spots leading up to the tournament as a “Road to..” campaign followed by upweighted commercial activity around thematches played in Durban.
Eurosport’s editorial teams will also be visiting Durban during the tournament to film an edition of its PassSport TM magazine show series. PassSportTM is an original programme which focuses on discovering a city in a unique way. The producers will focus on Durban’s climate, outdoor lifestyle, beach activities, World Cup Moses Mabidha stadium and a range of country escapes only 30 minutes from the City Centre.
Phillip Sithole, Head of Durban Tourism said: “We are delighted to partner with Eurosport during the Africa Cup of Nations 2013 and beyond. The partnership is a strategic fit as Eurosport provides a well established platform in the new markets that Durban has identified to promote and market the destination.
“In combining the strengths of Durban, a world-class City and the warmest place to be, and Eurosport, Europe’s leading sports multimedia platform, we form a powerful alliance to promote and leverage Durban as must-see destination.”
Olivier Fisch, Eurosport’s Global Commercial Director said: “We are excited to kick off our partnership with Durban Tourism around our complete coverage of the Africa Cup of Nations, the perfect event to leverage the city’s many fantastic attributes as a tourist destination.
This opportunity allows Durban Tourism to benefit from Eurosport’s unrivalled expertise in the world of sport and its leadership in reaching millions of travellers in Durban’s identified European markets. Our aim is to showcase engaging and inspiring content about Durban to create memorable standout for South Africa’s most vibrant coastal city.”