South African Tourism USA promoted the week of the 11th anniversary of the country’s democratic elections with a film premiere and public marketing campaign. The tourism agency held a screening of Wild Safari 3D: A South African Adventure—a film coproduced by the organization—at the Loews Lincoln Square theater, and then transported guests to a party at the Mandarin Oriental hotel via double-decker buses wrapped in promotional images and messages procured through On the Go Marketing. (The buses reappeared on city streets two days later for Freedom Day—the actual holiday marking free elections; New Yorkers and visitors were given the chance to hop on for free rides.)
Felicia Suttle, president of South African Tourism USA, worked with Noel Mignott, president of the Portfolio Marketing Group, to produce the event, which started with guests entering the theater on a red carpet with a perimeter of sod—inspired by the scenes of the South African bush. Inside, the crowd snacked during a prescreening reception catered by Indiana Market & Catering. Among the offerings: grilled skewered chicken served with Cape Town-style sauces (influenced by the city’s Indian, Malaysian, Dutch, African, Mediterranean, and English heritage), grilled beef served with corn and apricot chutney, and a punch made of cranberry juice, iced tea, .phpberries, lemons, and white grape juice and decorated with an ice block filled with edible flowers and mint.
At the party, models from Bodycast painted as animals posed to recreate scenes from the bush, and also circulated among guests toward the end of the evening. Authentic touches showcasing South Africa also came in the form of music—with a performance led by Tshidi Manye from The Lion King on Broadway, and emerging South African pop star Danny K. Four large fans were rented from production designer Michael Curry—who also worked on The Lion King—and decorated the food stations and bars; the fans showed silhouetted images of safari scenes.
—Mark Mavrigian
Photos: Piero Ribelli (fans, bus), James Edstrom (models)
Felicia Suttle, president of South African Tourism USA, worked with Noel Mignott, president of the Portfolio Marketing Group, to produce the event, which started with guests entering the theater on a red carpet with a perimeter of sod—inspired by the scenes of the South African bush. Inside, the crowd snacked during a prescreening reception catered by Indiana Market & Catering. Among the offerings: grilled skewered chicken served with Cape Town-style sauces (influenced by the city’s Indian, Malaysian, Dutch, African, Mediterranean, and English heritage), grilled beef served with corn and apricot chutney, and a punch made of cranberry juice, iced tea, .phpberries, lemons, and white grape juice and decorated with an ice block filled with edible flowers and mint.
At the party, models from Bodycast painted as animals posed to recreate scenes from the bush, and also circulated among guests toward the end of the evening. Authentic touches showcasing South Africa also came in the form of music—with a performance led by Tshidi Manye from The Lion King on Broadway, and emerging South African pop star Danny K. Four large fans were rented from production designer Michael Curry—who also worked on The Lion King—and decorated the food stations and bars; the fans showed silhouetted images of safari scenes.
—Mark Mavrigian
Photos: Piero Ribelli (fans, bus), James Edstrom (models)
After the screening of South African Tourism USA’s premiere of Wild Safari 3D: A South African Adventure, guests boarded double-decker buses wrapped in promotional signage to take them to the after-party. The public got their chance to ride the buses two days later when shuttles hit the city streets.
Upon entering the Loews Lincoln Square theater, guests walked on a bush-inspired red carpet surrounded by sod.
Bodycast painted models to resemble animals found on safari.
Gigantic fans from Michael Curry Design had safari scenes and decorated the space at the post-premiere party.
