While flipping channels, saw this awesome World Cup ad. It starts with a young boy juggling an imaginary football, and slowly getting a lot more people juggling footballs, with a great tag "Rhythm like you you've never seen before".
http://www.youtube.com/watch?v=kMlKb1npzQ0
I have seen quite a few ads by Tourism South Africa, and they are generally very impressive, and many of them are available on YouTube. What is interesting however is the comments that are usually attached - especially the highly negative ones along the lines of South Africa is a den of evil and everyone who goes will step into a warzone to the defensive.
Many of the comments are by ex-South Africans (or from neighbouring countries) such as one I have seen calling himself "ex-Rhodie-racer". In those terms, the labelling of comments as racist is justified - but the fact is, many of the comments have some seeds of truth. After all, there are not that many places in the world where people live behind electric fences - although in other parts of the world, security guards for complexes wield machine guns ... so not exactly too different.
Ultimately, the success of the world cup will depend on visitor's overcoming the negative imagery of South Africa's security. Transport problems - people at some level expect them. I have been to sporting events outside South Africa, where it took hours to get to the gate because of traffic ... and I started at dawn; or where people had to queue for the next train or the one after that, because there was no space. And stories of players and supporters getting robbed (even if the players might be the ones to blame) does not help the image of South Africa's security. But in the same vein, the success of the IPL does give us hope - but how do we combat the negative image?
No comments:
Post a Comment