There is something powerful about a brand that goes beyond talking about a philosophy and rather brings it to life. For Jetour, the recent Africa Expedition documentary expedition was exactly that – a real-world expression of its Travel+ philosophy, transforming the brand’s vision of exploration, adventure and pushing boundaries into an extraordinary journey.
Africa Expedition covered an impressive 12,030 kilometres across the African continent over 73 days, taking in 52 destinations and involving 131 vehicles and 394 people along the way. South Africa was not only the final destination, but the culmination of this much wider (and wilder) extraordinary African journey.
A team encompassing a photographer, producer, director, videographer, drone operator, technical advisor and expedition driver travelled diverse landscapes, not only putting the vehicles’ capabilities to the test, but also capturing the journey on film and documenting the experiences.
Earlier this month saw the expedition come to an end in Cape Town, with the local leg seeing the team travelling over 15 days from Johannesburg to Ballito, then on to Sani Pass and Lesotho, East London, Shamwari, Knysna, George, Oudtshoorn, Swartberg Pass and Swellendam, before ending in Cape Town.
For the local leg of the Africa Expedition trip, the expedition team drove three Jetour T2 Odysseys, along with yet-to-be-launched G700 and F700 models.
What struck the team most, and what made for the most dramatic footage, was the diverse changes in landscape encountered between Johannesburg and Cape Town - from the urban landscape of Johannesburg to the rolling green hills of the KwaZulu-Natal Midlands, the Indian Ocean coastline and the rugged Drakensberg mountains, including unexpected heavy snowfall on Sani Pass on route to Lesotho. The journey then continued through the wilderness of the Eastern Cape, the forests, cliffs and ocean views of the Garden Route, and finally the mountains, vineyards and Atlantic coastline of the Western Cape.
“This journey with Jetour was intentionally allowed to unfold naturally. Weather changed plans, available light determined some of our stops, wildlife halted our convoy, people encountered along the way changed the story and unexpected encounters became part of the narrative,” says lead photographer on the trip Craig Kolesky. “What made this experience even more authentic was our use of real roads, real weather and real accommodation, natural light wherever possible and a small production footprint”.
For this small expedition team, the journey meant early starts, long days behind the wheel, constantly changing conditions and thousands of kilometres living and working alongside the vehicles. Perhaps the most unplanned part of the entire journey was the powerful cold front that brought bitterly cold temperatures, slippery mountain roads, rain and snow into Lesotho, closing the Sani Pass and leaving the team snowed in at Sani Mountain Lodge for three days.
Jetour’s Travel+ philosophy is based on the idea that meaningful journeys go beyond simply reaching a destination and are shaped by connections with local cultures, nature and ways of life, with the vehicles used evolving from simply a means of transport into an integral part of the travel experience.
An important part of Africa Expedition was the strong community focus, with Jetour supporting meaningful initiatives along the route, from empowering young surfers in KwaZulu-Natal and assisting a remote community in Lesotho to supporting wildlife conservation efforts in the Eastern Cape.
“Africa Expedition is a natural expression of our Travel+ philosophy,” says Shaun Steynberg, Head of Marketing for Jetour South Africa. “For us, travel has never been only about getting from one place to another. It’s about what you discover along the way - the landscapes, the people and the cultures. Ending Africa Expedition in South Africa provided the perfect final chapter, given how much our remarkable country has to offer”.
The full documentary will be available on to view in the coming months.
For more information, go to www.jetour.co.za.
