GOALIn early 2018, an ongoing drought in Cape Town, South Africa began to generate negative media coverage for the destination, much of which overexaggerated the severity of the situation and its effect on tourists and residents.
Our brief was to communicate the facts and highlight the measures that were being put in place to alleviate the drought, and therefore combat waning consumer confidence in visiting the area.
COMMUNICATIONCommunicate accurate information about the drought to media and the UK travel trade to reassure travellers that the destination was open for business
POSITIONINGPosition the water crisis as a global issue and South Africa as a thought leader in sustainable tourism
POSITIVE COVERAGEGenerate positive media coverage for the destination by recruiting media commentators to amplify the message
SENT REGULAR UPDATES TO KEY TRADE PARTNERSsuch as the African Travel and Tourism Association and the Association of British Travel Agents with approved messaging to deter cancellations and promote bookings for South Africa to educate tour ops and enable them to reassure clients with official statistics and statements
RECRUITED MEDIA ADVOCATESto be ‘on message’ with accurate and measured information when interviewed about the situation
SET UP MEDIA MISSIONbetween South African Tourism CEO, Sisa Ntshona and the UK’s most influential travel journalists to further promote positive coverage and instill confidence in the tourist board
SECURED MEDIA BRIEFINGS FOR CEO
SECURED KEY MEDIA BRIEFINGS FOR SOUTH AFRICAN TOURISM’S CEO, SISA NTSHONA
with the UK’s most influential travel journalists from The Sunday Times, The Sun, TTG, Travel Weekly and Travelmole etc
GENERATED +20 PIECES OF POSITIVE COVERAGE
GENERATED +20 PIECES OF POSITIVE COVERAGE IN TRADE AND CONSUMER TITLES
which included key messages and quotes from the tourist board
DEDICATED MICROSITE WAS ESTABLISHED
FOLLOWING BRIGHTER GROUP’S RECOMMENDATION, A DEDICATED MICROSITE WAS ESTABLISHED FOR TRADE, MEDIA AND CONSUMERS to find out the latest updates about the drought