Home of Humanity
Create a strategic global creative platform for South African Tourism that would position South Africa favorably 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 like Kenya and Australia. We had also reached our threshold of experiences that could help us attract new visitors.
We leveraged our places, people and ways to generate uniquely South African stories. We drilled deeper and landed on the creative assumption that if South Africa is the birthplace of humanity, then it stands to reason that we’ve been creating and telling stories long before anyone else.
Impact of the workpiece
So we issued an invitation to the world. To come and create their own stories in a land with the greatest story of all. South Africa.