Case Study: South African Tourism2019-03-12T12:32:35+00:00

Project Description

Case Study South African Tourism



South African Tourism, the official tourist board for the country, wanted to create a campaign presenting South Africa to British travellers who, while aware of it as a destination, may not be inclined to view the country as a first choice over other long-haul destinations. In short, to put South Africa at the top of the wish list for long haul travel for British travellers and dispel any misconceptions they may have of the destination.

Due to limited resources, South African Tourism did not want to develop new pages, sections and structures within their existing website, instead preferring a self-contained digital environment that could be included anywhere on their website, as well as their partners’ sites.

South African Tourism


The campaign presents South Africa through the voices of the people who know it best — the tour guides. These are the people for whom sharing their country is a vocation and a passion, making them the best ambassadors for South Africa. The campaign encourages the British traveller to ‘meet their South Africa’.

We chose 12 guides — two per travel ‘theme’ based on the types of trips that travellers might book. These six themes are: Cities; Food & Drink; Adventure; Natural Beauty; Culture; Wildlife. These guides are the faces of the campaign, and are featured across all the channels.

The aim of the campaign is to meet the people and show the human faces behind misconceptions of South Africa; having warm, engaging people that we can identify with talking about what makes the country special. In the process, we want to communicate subtly that it’s not the crime-ridden warzone seen on certain television segments, but a vital, vibrant, multicultural place that offers an unrivalled wealth of experiences to the traveller.

Content was published across multiple channels, including a 56-page consumer magazine, a 32-page trade magazine, interactive e-zines, Youtube, and a unique lightbox-style website showcasing 12 bespoke videos. This lightbox-style website can be embedded on any site, allowing South African Tourism to include the content anywhere on their site without having to develop additional sections, as well as on their partners’ sites. The lightbox was further distributed via ad-servers for a large media campaign, allowing for brand amplification.