SA TOURISM

THE BRIEF

South African Tourism’s mandate is to market South Africa as a Domestic and International tourist destination both to Leisure and Business traveller audiences. 

To focus on the Business MICE (Meetings, Incentives, Conference and Exhibitions) market, SA Tourism launched the SA National Convention Bureau.

Our challenge was a lack of awareness and poor perception about our country…

B2B Brand Events Study revealed that the decision-makers, and delegates are not aware of South Africa’s capabilities in hosting of Business events.

Additionally, the negative perceptions about the destination being considered unsafe and expensive.

OUR CHALLENGES

  • This was a very hard to reach target audience.

  • Tight budget that had to be converted to numerous currencies.

  • Client needed direct response and sales coming into the country.

  • We needed to build a database of customers that SAT could successfully remarket to.

So what did we know?

  • We had to use digital platforms that could give us real data and measurable return on investment.

  • But, because this market is “over exposed” to advertising, we needed to reach them through other platforms too that would get their attention.

  • We needed to create content. Be the thing they are interested in. Use people who they would listen to.

CHANNELS AND THEIR ROLES…

We launched a 6 month, integrated B2B media campaign that ran across 18 markets across Europe, America and Africa

ADVOCACY ARTICLES

LINKEDIN EXECUTIONS

PUBLISHER DIRECT EXECUTIONS

THE RESULTS

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