New campaign marks start of Sho Madjozi’s journey as SA Tourism ambassador

Sho Madjozi is playing her part in helping the world see South Africa as the breathtaking, captivating, bustling and endlessly diverse country that it is.

As part of a new role as a South African Tourism Ambassador, Sho stars in an inspiring, uplifting and beautiful video for Travel South Africa, SA Tourism’s official YouTube channel, with friends Tamara Moeng, Faith Mashaba and Lelo What’sGood along for the incredible ride!

Sho’s involvement with SA Tourism is an amazing fit for an artist who is always proudly representing South Africa in her music and live shows around the world – and Xitsonga culture in particular.

A #XibelaniMoves Competition is part of the current campaign – with Sho throwing out a challenge for people all over the world to learn how to do the Xitsonga dance, the Xibelani. “It is all about the hips, legs and the energy,” she says.

The agency for the Travel South Africa campaign was Activ8 Brand Ingenuity with Treyvone Moosa in the role of HOD Creative & Strategy and Monareng Makwetla Executive Producing. The overall production was by Triple Story Content – a 100% black-owned and integrated motion picture and stills production company based in Johannesburg.