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South African Sports Illustrated swimwear heads back to Seychelles for new campaign

South African Sports Illustrated swimwear heads back to Seychelles for new campaign ( Seychelles continues to enthrall and attract as this year’s Sports Illustrated Swimwear heads back to the archipelago to film and photo-shoot on the scenic beaches of the islands.

The campaign, which will promote the beaches of Seychelles in the growing market of South Africa, will be viewed by over three million viewers on the magazine’s website in November this year.

The Sports Illustrated group arrived in the country last week on board the Air Seychelles flight from Johannesburg and were met by representatives of the national airline, the Seychelles Tourism Board (STB), and Mason’s Travel.

For many years now, the Sports Illustrated Swimwear has been the most powerful multi-media event in publishing in South Africa, and Seychelles stands to gain big from this exposure, especially at a time when that market is faring well and showing all indications that Seychelles is among the favorite tropical destinations for South Africans.

Since its inception in 1997, Sports Illustrated has created a generation of swimwear followers and fans resulting in an event that has become synonymous with sport, swimwear fanatics, and being proudly South African.

The annual Sports Illustrated Swimwear issue has established itself as the most powerful and widespread multi-media magazine project in South Africa, attracting not only thousands of enthusiastic male readers but also thousands of fashion conscious female followers.

The team of models, photographers, TV crew, and swimwear fashion specialists and props assistants are currently on location filming and photo shooting on the scenic beaches of the Ste. Anne Beachcomber Resort.

A one-hour feature entitled, The Sports Illustrated Swimwear Special, will also be screened on M-Net TV in October this year in addition to TV promos, extensive PR coverage on TV talk shows, and on Fashion TV, which is broadcasted to 400 million homes worldwide.

In addition, photos of the beautiful swimwear-clad models posing on Seychelles' scenic beaches are also being planned to adorn the Sports Illustrated Swimwear Calendar next year.

Launched in 1998, the magazine’s website provides interactive information regarding models, sponsors, and travel partners featured in the Swimwear issue.
The Sports Illustrated Swimwear Launch Party takes place in mid-October, when the Sports Illustrated Swimwear issue goes on sale. South Africa’s top fashion models, photographers, media, and celebrities are invited, and Seychelles will also be showcased at this event.

The group’s Creative Director, Aletha Carswell, who produced the first Sports Illustrated swimwear campaign in 2005 at the Paradise Sun Hotel on Praslin said: “It is great to be back again in Seychelles for our next beachwear promotional campaign, and through this event, we will offer both Seychelles and our business partners like STB, Mason’s Travel, Ste. Anne Beachcomber Resort, and Air Seychelles a fantastic exposure across several platforms.”

MEDIA CONTACT: Alain St. Ange, CEO, Seychelles Tourism Board, Email:

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