OBJECTIVE

South Africa Tourism aimed to boost awareness and interest in key travel destinations within the country, specifically targeting the North American market. The goal was to create captivating content that would highlight the diverse landscapes, culture, and adventure opportunities while supporting a strategic advertising campaign to drive tourism.

SOLUTION

ASCEND Television partnered with South Africa Tourism to produce two specific episodes to promote Cape Town and the Eastern Cape.  The series showcased the rich diversity and unique experiences South Africa offers, inspiring viewers to explore these destinations. The content was turned around and broadcast on an advanced timeline to specifically line up with effective booking season.

In addition to the episodes, ASCEND developed customized content, including teaser videos, and social media snippets tailored for the North American audience. This content was used in an integrated advertising campaign across television and digital platforms, targeting travel enthusiasts and adventure seekers with visually stunning ads and compelling stories.

KEY ELEMENTS

• Advertising program

• PR integrated in storytelling

• Customized content