A cinema ad for South African Tourism which ran in London movie theatres delivered an estimated 451 289 impressions in a single weekend according to figures from cinema sales house Digital Cinema Media. The story was reported by Brand Republic. Ogilvy SA created the cinema ad with media planning and buying by Mindshare UK. It follows an Irishman having a wonderful time traveling around and making friends in South Africa according to Brand Republic. The ad called The Journey ran against a number of films including I Love you Philip Morris Avatar and The Girl with the Dragon Tattoo the article said.