We got you to stay home
Create a strategic global creative platform for South African Tourism that would position South Africa favourably as a travel destination, ultimately turning our tourism industry into one of South Africa’s main contributors to the GDP.
As a travel destination, South Africa was known for its beaches and safaris with no real differentiator from other destinations that offered the same. We had also reached our threshold of experiences that could help us attract new visitors.
We created a matrix that leveraged our places, people and ways to generate uniquely South African stories. These stories were those of potentially new tourist experiences that we could market to the world. With our people at the core, these stories positioned us as The Home Of Humanity.
The question was, when COVID-19 hit, could the creative platform of Home Of Humanity adapt to remain relevant. Long story short? Yes!
Impact of the workpiece
We created a series of ads that were released moments after each briefing the President gave to the nation. With humanity at their core they did something no tourism body had ever done. They told people to not travel but rather stay home. The ads were loved because of their perfect timing and empathy.