Diversifying Audiences for South African Tourism

South Africa has the perception of being an underdeveloped country that isn’t accepting of diverse cultures. Keyword: perception.

Gold HSMAI Adrian Award recipient / Category: Digital Marketing

Gold Magellan Award recipient / Category: Destinations

North American creators were paired with South African locals to tell the story of the destination’s progressive and open culture. The highly collaborative experience allowed all of the creators to exchange natural dialogue, share perspectives and establish a genuine connection. These real stories were then shared across social media channels.

Three 60s hero videos with over 15 cutdowns and hundreds of images. Lot of content on a two-week tour!