M&M Awards Winners
M&M Global Award: Nation and Destination Branding
08 September 2011
This category recognises the increasing importance of international marketing campaigns created by national governments to drive tourism, inward investment and international commerce or to promote a nation or place around cultural and sporting events.
Campaign: South African Tourism adventurers wanted
Entering Company: Fox One Stop Media
Credits: Ogilvy Johannesburg
South African Tourism (SAT) was on a quest to appeal to thrill seekers in their ‘Adventure Tourism’ campaign when teaming up with the National Geographic Channel (NCG).
Being home to some of the world’s highest commercially operated activities SAT sought to break into the mass market and identified NCG) as the best placed brand partner to raise its profile. They challenged NCG to not only raise awareness of South Africa as a key destination for adventure travel but also inspire consumers to visit.
NGC wanted to provide a platform that would standout and cut through with the result being a multi-media communications core concept being developed through a locally executed and competition-led campaign called 'Adventurers Wanted' (AW).
AW recruited 7 adventure ambassadors, each from a different nation, and relayed their journey through personal films and blogs.
An extensive television campaign was employed complimented by online activity across social media sites and placing banners on travel/adventure sites to help with both the recruitment process of the adventure ambassadors whilst also following their escapades.
Strong results lied in 625,700 global hub page views, 46,459,226 impressions via the online campaign with the appeal of AW further demonstrated through extensive PR in travel and adventure consumer press which in turn vastly extended the campaigns reach.
Watch the campaign video