The Goal

South African Tourism - The Goal
  • GOAL
    In 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.

The Plan

South African Tourism - The Plan
  • COMMUNICATION
    Communicate accurate information about the drought to media and the UK travel trade to reassure travellers that the destination was open for business
  • POSITIONING
    Position the water crisis as a global issue and South Africa as a thought leader in sustainable tourism
  • POSITIVE COVERAGE
    Generate positive media coverage for the destination by recruiting media commentators to amplify the message

The Execution

South African Tourism - The Execution
  • SENT REGULAR UPDATES TO KEY TRADE PARTNERS
    such 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 ADVOCATES
    to be ‘on message’ with accurate and measured information when interviewed about the situation
  • SET UP MEDIA MISSION
    between 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

The Results

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

South African Tourism - The Results

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