South African Tourism will offer cinema goers across Sydney and Melbourne, a unique live experience this Saturday, 5th of January.
A South African ‘Sangoma’ (or healer) in traditional dress will make a visit to Melbourne’s Jam Factory in South Yarra, Hoyts Chadstone and Cheltenham Southland Village as well as Sydney’s Hoyts Entertainment Quarter, Hoyts Warringah Mall and Hoyts Broadway to make a call to his ancestors, asking them to give counsel to the audience and advise them to travel to South Africa.
African drummers will herald the arrival of the Sangoma who will enter the cinema during the general advertisements at the beginning of several movie screenings at each location.
A break in the ads will lead to beats of the drum and the sound of a traditional African praise poem.
This dramatic opening which includes much physical action, takes the form of a vocal ‘call’ and drumbeat ‘answer’ routine. A short ritual dance and the throwing of bones on the ground symbolise the Sangoma’s call to his ancestors and their response.
The South African Tourism cinema advertisement follows the performance and showcases the vibrant elements and experiences South Africa has to offer its visitors, encouraging viewers to log onto www.southafrica.net for further information.
“South Africa is such a diverse country – its tradition, beauty and the experiences it has to offer are endless. This campaign really brings all of these elements to life for the cinema audience,” says Bangu Masisi, General Manager of South African Tourism.
The live cinema advertising is the newest addition to an already stimulating collection of marketing activities being introduced by South African Tourism, including the recent launch of the interactive Lonely Planet Insider’s Guide to South Africa which is accessible at www.lonelyplanet.com/insidesouthafrica
A Report by The Mole
