In order to position South Africa as a premier travel destination for CNN’s global audience, SAT wanted a truly global platform which would go beyond a regular advertising campaign to interact with users. CNN’s Turner Commercial Productions (TCP) team created a unique campaign consisting of a bespoke website which is promoted via a series of commercial vignettes featuring well-known South African personalities. The campaign is being extended via a unique i-phone app available for free where users can get travel tips and advice, send “postcards” and access interactive maps. This very successful campaign has built on each year’s achievements ensuring freshness and longevity during the 3 year deal.