UK TOURISM GROWTH IN 2013
South African Tourism
British tourists are South Africa’s most important market, but research showed the country lacked contemporary lifestyle reference points beyond safari and wildlife to engage a younger, "cool-hunting" or culture-loving audience. Kallaway was tasked with promoting South Africa as a sophisticated destination, and challenging perceptions around safety. Our creative two-year platform, “Live the Life you Wish You Had At Home”, gave British travellers a taste of the real, modern South Africa, from showcasing Cape Town as Design Capital of the Year, to the first ever Zulu Ballet with vocal group Ladysmith Black Mambazo. We hosted 50+ special guests in South Africa including, for the first time, bloggers, social media commentators and lifestyle journalists, and ran a rigorous travel industry campaign – including creating speaker platforms and media opportunities for the Minister of Tourism at World Travel Market. Our perception-changing campaign contributed to a 4.2% growth in UK arrivals to South Africa.
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