Nadia Aniff, Head of Marketing at Cape Town tourism, joined us at X Design Week, introducing the 'Find Your Freedom' campaign.
The campaign is an immersive brand experience showcasing the authentic culture of Cape Town. South Africa receives travellers from many parts of the world. However, the UK, Germany and the US have the most appetite for visiting South Africa.
The campaign is an immersive brand experience showcasing the authentic culture of Cape Town. South Africa receives travellers from many parts of the world. However, the UK, Germany and the US have the most appetite for visiting South Africa. To Cape Town, the question was how to stand out? They saw an opportunity to engage the millennials who are interested in freedom of choice, gamification and Afrofuturism.
The "Find Your Freedom" campaign focuses on different aspects such as:
The marketing campaign for Find Your Freedom was launched in March 2022. In 6 months, Cape Town tourism led many initiatives to introduce the campaign and partnered with companies such as TikTok and Go Pro working with brand ambassadors on User Generated Content. Partnering with Expedia meant they could promote the destination through cost-effective deals and packages and ensure they were top of minds in the sales space. The Find Your Campaign was also promoted via digital touchpoints in the city and Cape Town airport. To conclude, Nadia commented that awareness, conversion, and partnership are key to running a successful campaign.
1. Immersive branding allows travellers to experience the destination and engage with authentic Tourism and Travel experience and products that the destination offers.
2. In the Find Your Freedom, Cape Town Tourism has showcased the essence of the destination by showcasing the South African culture and the tourism potential of Cape Town.
3. The key to a successful immersive campaign is to build a foundation for conversion opportunities through partnerships with platforms.
4. Exposure and digital presence are key. To see results and engagement, campaigns should be made available at touch points where travellers visit pre and during travelling.
Nadia is a Broadcast Media and Tourism Specialist, with a penchant for storytelling. She has lent her expertise to more than 50 brands, and is currently writing her thesis in Marketing Under Disruptive Conditions.