Idea

By doing the next best thing and sending their Facebook profiles instead. They got a virtual, tailor-made Cape Town holiday that exposed them to the small communities and hidden gems. An unexpected side of Cape Town they wouldn’t have found in any other way. And finally, a few lucky winners got to experience their Facebook profile’s holiday for themselves.

The Brief

Our client, Cape Town Tourism, briefed us to come up with an online campaign that promotes the unexpected side of Cape Town and increases tourism to all the small communities, never heard of places and unearthed gems that can’t be found on Google, Wikipedia, Trip Advisor and Expedia.

So we thought… How can we show people this side of Cape Town without actually sending them there?


Online Videos

Three 30 second online videos intrigued the online world by showing them various Facebook profiles enjoying well-known tourist attractions in Cape Town.


Facebook Tab

Potential tourists could tailor their own one-of-a-kind 5 day Cape Town itinerary. Receive a unique Boarding Pass and then just sit back and watch as their profile discovered new and unexpected places. Throughout their virtual holiday, they could delve deeper into the places their profile visited and also ‘like’ and share it with their friends.

Facebook Tab

Facebook Tab

Facebook Tab


Content

Each day they received their own personalised content in their timelines: We shot over 150 POV videos, wrote over 400 first-person authentic status updates and took over 10 000 POV holiday snaps, that made people feel as though they were in Cape Town.

  • Content
  • Content
  • Content
  • Content
  • Content
  • Content
  • Content
  • Content
  • Content
  • Content
  • Content
  • Content


Activations

To encourage product trial, Mysterious levitating gurus were seen in public spaces handing out Mega Mystery and directing people online for voting.

  • Activation
  • Activation
  • Activation


Direct Mail

As the holiday unfolded, people received real gifts from the places their profile visited.

  • Direct Mail
  • Direct Mail


Personalized Video

At the end of each person’s Facebook profile’s holiday, they received a personalised video with all their profile’s Cape Town holiday highlights.

The Results

Over 350 thousand people engaged with the campaign. Over 44 000 friends were invited to send their Facebook profiles to Cape Town. Table Mountain received its highest volume of visitors in 83 years.
Cape Town received a 4 % increase in Tourism over the festive season. Next year’s bookings for holidays in Cape Town are up by 118%.


'