Global media giant CNN has gotten off the reserves bench to play a staring role in raising South Africa’s tourism profile in the run up to the 2010 FIFA World Cup. The free ‘My South Africa Essentials’ iPhone app, created by CNN International Ad Sales, together with Turner Commercial Productions and Creative Spark Interactive for South Africa Tourism (SAT), will offer iPhone, iPad and iPod touch users travel tips, as well as comprehensive city and destination info.
 
“This new iPhone application allows South African Tourism to offer rich, engaging content that is very specific to the users and presented in a new and dynamic way,” said William Prince, Global Manager, E-Marketing, SAT. “The content is fresh, accurate and appropriate for those travelling to South Africa for the 2010 FIFA World Cup, and allows the users to share all their stories and experiences straight from the iPhone. The City Guide, the FIFA information and all of the additional functionality that the application offers, takes our brand to a whole new level. We’re very pleased and excited about the opportunity to do this with CNN Ad Sales and to extend the campaign into the pockets of our consumers.”