With its diverse landscapes, cultures and creative assets, South Africa offers the global business and leisure travellers a host of experiences, as well as a strong science-based approach to managing Covid-19, says the duo.

In line with this, the campaign aims to capture and highlight the South African spirit of endurance, resilience and ubuntu as it showcases bucket-list destinations, adventures and experiences.

"Joe Public United is thrilled to be part of conceptualising and producing this campaign," says Xolisa Deyshana, chief creative officer at Joe Public United.

"It will go a long way to putting South Africa back into the hearts of minds of travellers throughout the world. As we collectively begin to live again, after two years of the pandemic, South Africa is open for business to leisure and business travellers. This is what we wanted to bring to the fore," adds Deyshana.

SA Tourism acting chief executive officer Mzilikazi Themba Khumalo says, "The 'Live Again' campaign captures the country's brand promise to inspire new ways, as travellers enjoy unique leisure, cultural, business and events travel experiences that will re-energise body, mind and spirit."

"This campaign sums up South Africa's offer to international travellers to take the opportunity to be inspired by our beautiful country and recharged by our people and everything else that is uniquely South African," adds Khumalo.

"It taps into this country's renowned optimism and resilience that has stood this nation in good stead at every turn. Through it all, we have never lost our spirit to overcome, and we are inviting the world to experience our country and recover from the Covid-19 situation in the same way. We are saying it's time to 'Live Again’'," Khumalo says. 

The ad challenges travellers to live again. Its production also served as a 'proof of the pudding' sampling of the country's tourism products, with over 170 crew staying for various periods in over 1 000 rooms across the country.

"This campaign is special to Joe Public United because it has as its core message that South Africa is open is for business, the tourism sector is open for business and we are ready to welcome the world," says Mpume Ngobese, co-managing director at Joe Public United.

"The campaign resonates with our commitment to the growth of our clients and of our country. It is time for South Africa to reclaim its place in the international tourism space. It is time for our people and our country to shine, while we inspire the world," adds Ngobese.

"We are also honoured to have been part of producing South African Tourism's first-ever global audio-visual marketing campaign in five years and look forward to it inspiring travellers to visit South Africa," concludes Deyshana.



For more information, visit www.joepublic.co.za. You can also follow Joe Public United on Facebook, Twitter or on Instagram.