South Africa is a dynamic, vibrant destination that offers an unrivalled wealth of experiences to the traveller and who better to serve as ambassadors than the people who know it best – the locals.
Meet Your South Africa is a 360-degree campaign that was conceptualised to position South Africa as a welcoming and safe destination for UK consumers. The campaign stars 12 local and charismatic South African guides who showcase travel experiences through a series of video content. The 12 guides that represent a diverse and multicultural South Africa have been selected and interviewed according to the six SAT content pillars and spread geographically across all South African provinces.
In light of the global COVID-19 crisis, and the UK Foreign Office advising against travel, the campaign shifted to encourage future consideration of South Africa as a holiday destination, under the banner of “Meet South Africa Later”.
Engaging & enticing relevant audiences through video
We devised an intelligent interest and behaviour based campaign to drive video views on YouTube which also resulted in website traffic and social media interactions increasing notably.
Through advanced audience segmentation we were able to tell each a story through ads that were most likely to resonate with specific demographic groups, encouraging them to engage with the MYSA campaign website, and ultimately visit South Africa.