Following the success of a recent project titled 'Nan Fei total', which translates to 'South Africa total', SAT has expanded its relationship with the agency to a full retainer basis. Newell is developing two PR campaigns, beginning with a series of media workshops educating mainland journalists about South Africa, and easing concerns about the perceived safety of Chinese nationals in the country, which launched at press time.
"Muggings and attacks on Chinese nationals, some resulting in deaths, have made national news headlines in China," said Maggie Chan, director Newell PR, China. "This is being addressed through a specific campaign."
SAT believes China will rank in its top three markets for tourist arrivals by 2010, with last year's figures of 40,000 visitors double that of 2004 entries.
SAT did not previously have a public relations AOR.
South Africa taps Newell to ease safety worry
South Africa Tourism (SAT) has tapped Newell Public Relations for the China market.
