South African Tourism & The Royal Ballet

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To broaden the perception of South Africa as a destination beyond wine and safari, and counter negative publicity surrounding the country,
Showcase developed a strategy that uses South African contemporary culture to highlight the country’s heritage, vibrancy and positivity.

Showcase partnered South African Tourism with Royal Ballet Covent Garden and Ladysmith Black Mambazo’s production of INALA, the world’s first Zulu Ballet.

INALA premiered at the Edinburgh International Festival then London Sadler’s Wells before touring the UK and then cities in the USA supported by an international media, online and advertising campaign highlighting South Africa as a contemporary holiday destination.

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