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Here is a brief background description of Dirty Boots. We are the sole publishing company dedicated exclusively to promoting adventure within the travel trade and related industries, including corporate, teambuilding, and incentive companies. Established in 2005, we launched our inaugural adventure guidebook in the same year.

Our guidebook is an A4, perfect bound publication featuring 144 pages of vibrant, full-colour content. In 2025, we will print 6,000 copies of the latest edition, with distribution kicking off at the Indaba travel show in Durban. Our distribution strategy targets the travel trade through courier services as well as personal attendance at travel shows, workshops, and events—both locally and internationally. The guidebook is also available digitally for global distribution within the international travel trade.

Our website, www.dirtyboots.co.za, is a comprehensive resource featuring over 4,000 pages dedicated to commercial adventure activities across South Africa. It serves adventurers and tourists alike and currently attracts approximately 1,200 unique visitors daily via Google.

We maintain strong partnerships with SATSA Adventure, South African Tourism, and the Department of Tourism. Through these collaborations, we actively contribute to positioning South Africa as a secure and professional adventure destination.

Committed to industry growth, Dirty Boots regularly hosts Adventure Summits and Conferences for the sector. The next summit is planned for 2029 in Gauteng and will bring together adventure company owners and managers from across the country.

1. • Align your business with the leading authority in adventure tourism in South Africa.
2. • Dirty Boots offers the most affordable and comprehensive advertising, starting at only R12 750.00 per annum or R 1195.00 per month, including VAT.
3. • We are the only marketing company that specializes in focusing on the adventure travel industry, catering to a genuine targeted audience.
4. • Connect with all the top adventure companies in South Africa by supporting Dirty Boots in building a professional adventure industry.
5. • Dirty Boots boasts two decades of experience in adventure travel • We are renowned for our professional and friendly service, always going that extra mile.
6. • Enjoy our extensive reach, from our attendance at travel shows to our thousands of unique website visitors, driven by great content rather than PPC.
7. • Experience growing global exposure through international travel trade events, a robust website, and a strong social media presence.
8. • Advertise with Dirty Boots to gain access to exclusive events such as WTM Africa, Indaba, and the SA Adventure Summit.
9. • By advertising with Dirty Boots, you can contribute to shaping and influencing  industry trends.
10. • The most powerfull adventure brand in South Africa.

COSTS

Normal display advertisement (activity listing)

Full page R12 750.00 (incl VAT)

Full page R 1195.00 per month (incl VAT)

Corporate display advertisements

Inside front cover, A4 R 32 500.00

Inside back cover, A4 29 950.00

Outside back cover, A4 R 37 450.00

Below activity index, banner R 5000.00

Full Page, designed advert (R 15 500.00 incl VAT)

LAYOUT

Each activity listing comprises of the following:

Photography 4 images
Contact details Company name, telephone, Email, Web
Text A Minimum of 250 words
PHOTOGRAPHY To maintain the standard which DIRTY BOOTS has set out to achieve, only photography of the highest standard will be accepted. Should the advertiser not have a suitable photograph to submit, DIRTY BOOTS has a gallery of over 700 high resolution images to choose from.www.dirtyboots.co.za
COPY Contact details comprise of the following only, company name, telephone, fax, Email, Web, physical address. The advertiser shall submit a description of the activity no longer than stipulated. The advertiser shall agree to provide factual information pertaining to the activity and to ensure that the information is current with the publication date. The editor asserts the right to amend or reject copy in accordance with the tone of the publication. A proof will be submitted for the advertiser’s approval prior to the time of going to print.
SEQUENCE The guide will be laid out alphabetically per activity into 11 regions. Editorial, outlining adventure in that area, will precede each region. Depending on the number of advertisers per region, these may be divided into sub-regions such as Garden Route etc.
EXAMPLE Click here for an example Full page (202 mm x 274 mm)
CORPORATE DISPLAY ADVERTS Please contact the office for design specs
LOGOS No logos will be accepted

Dirty Boots: Bridging Adventure and Travel
Dirty Boots is more than a guidebook—it’s a vital link between the adventure and travel industries in South Africa. With a well-rounded distribution strategy, Dirty Boots connects adventure seekers with operators and travel professionals through both its printed edition and digital platforms.

Unique Position in the Market
Dirty Boots occupies a niche as the only South African guidebook that caters to both tourists and the travel trade. It provides essential information for planning unforgettable adventures, ensuring its role as a trusted resource in the industry.

Comprehensive Distribution Strategy
The guidebook reaches its audience through a combination of print and digital channels, ensuring accessibility to travellers and industry professionals alike.

1. Hard Copy Distribution
- Travel Trade: Distributed at key events like the INDABA travel show and through courier networks to agencies, tour operators, and accommodations.
- Targeted Points: Copies are placed in hotels, lodges, tourist kiosks, and adventure retail outlets to reach adventure enthusiasts directly.
- Special Initiatives: Included in welcome packs, embassy resources, and magazine promotions.

2. Digital Presence
- Website: A comprehensive online directory with 4,000+ pages, attracting 1,000 daily visitors and offering a digital edition of the guidebook.
- Social Media: Engages audiences on platforms like Facebook to promote activities and build community.
- Email Campaigns: Targeted campaigns ensure the guidebook reaches international stakeholders efficiently.

Adapting for the Future
Dirty Boots continues to expand its reach, balancing its traditional print distribution with a growing digital presence. By fostering partnerships and addressing new trends, Dirty Boots remains a cornerstone of South African adventure tourism.

Terms and Conditions

1. Authority to Enter Agreement
The signatory warrants that they are duly authorized to enter into this contract on behalf of the advertiser. By signing, the advertiser accepts and agrees to the terms and conditions outlined below.

2. Commitment to Payment
Any employee of the advertiser’s organization who signs this agreement commits the advertiser to the payment of the specified amount, irrespective of their continued employment at the time of publication.

3. Submission of Details
The advertiser must provide all required details by completing the online booking form in a full, accurate, and correct manner. Completion of the form indicates agreement to these terms and conditions and a commitment to make full payment by the agreed date.

4. Use of Materials
By submitting photos, images, or other materials to DIRTY BOOTS, the advertiser grants DIRTY BOOTS the non-exclusive, royalty-free right to use such materials across all its platforms, including but not limited to its magazine, website, social media channels, and other promotional products.

• The advertiser warrants that they own or have the right to grant such permissions and that the materials do not infringe on any third-party rights.
• DIRTY BOOTS will not be held liable for any copyright disputes arising from the advertiser’s submitted materials.

5. Non-Payment and Termination

• If the advertiser fails to pay the specified amount by the due date, DIRTY BOOTS reserves the right to terminate the advertisement or cancel the contract without prejudice to claim for damages.
• Advertisers with a history of non-payment may have their advertisements withdrawn at DIRTY BOOTS’ discretion, with any prepaid amounts reimbursed if applicable.

6. Late Payments
Late payments may incur interest at the maximum rate permitted by law.

7. Proofing and Approval
Upon receiving advertising materials, DIRTY BOOTS will provide a proof for the advertiser’s written approval. The advertiser must sign and return the proof within 48 hours of receipt.

• Failure to respond within this period will be deemed as approval. DIRTY BOOTS will proceed with the advertisement as is, and the advertiser will remain liable for payment.
• DIRTY BOOTS accepts no responsibility for errors or omissions in the proof once approved, and payment obligations remain binding.

8. Liability for Errors
DIRTY BOOTS will not be liable for any errors, omissions, or inaccuracies in the advertisement or for any resulting loss or inconvenience.

9. Contact Information
The advertiser’s details provided in the booking form will serve as the official point of contact for all communications. Documents and correspondence will be considered delivered 48 hours after being sent via email, fax, or hand-delivery.

10. Warranties and Indemnities
The advertiser acknowledges they have not relied on any verbal or implied warranties or guarantees not expressly contained in this contract.

11. Opinions in Content
Opinions expressed in DIRTY BOOTS’ publications are those of the contributors or advertisers and do not reflect DIRTY BOOTS’ views. Advertisers waive any claims for damages arising from such opinions.

12. Legal Costs and Collection Fees
If DIRTY BOOTS initiates legal proceedings to recover payments, the advertiser agrees to cover all associated costs, including attorney fees, collection commissions, and tracing fees.

13. Breach of Contract

• In the event of breach, DIRTY BOOTS may cancel the agreement or seek specific performance with all amounts becoming immediately payable.
• Material breaches that can be remedied must be resolved within 14 days of notice; failure to do so may result in contract termination and potential damages claims.

14. Dispute Resolution

• Disputes will first be addressed in a meeting between the managing directors of both parties.
• If unresolved, mediation will be pursued, facilitated by a mutually agreed independent mediator or one appointed by the Arbitration Foundation of South Africa (AFSA).
• If mediation fails, disputes will proceed to arbitration under AFSA rules, with hearings in Cape Town.
• Urgent matters may be escalated to court where appropriate.

15. Confidentiality
Both parties agree to maintain the confidentiality of all proprietary information shared during the agreement, except where disclosure is required by law.

16. Contract Validity and Governing Law
This agreement constitutes the entire contract between DIRTY BOOTS and the advertiser, superseding all prior communications. The contract is governed by South African law, with jurisdiction in South African courts.

Ready to showcase your brand to a highly engaged adventure-loving audience? Whether you have questions about advertising opportunities or want to start planning your campaign, we’re here to help!

Reach out today to discuss how we can tailor our advertising solutions to suit your goals. I’d be happy to arrange a phone call or Zoom meeting to explore your options in detail.

Johan Radcliffe Email: johan@dirtyboots.co.za WhatsApp: 083 411 0895

Our team is passionate about connecting businesses like yours with a vibrant community of outdoor enthusiasts and thrill-seekers. Let’s collaborate and make your brand the go-to name in adventure travel!