Visit South Africa

One of the challenges South African Tourism North America (SAT) faces is the perception that South Africa is underdeveloped and not accepting of diverse cultures. They needed a way to extend their “Meet South Africa” campaign into the social-sphere in a way that would authentically connect with new audiences to change this perception.

 

We used social-driven insights and sentiment analysis to identify a new opportunity among African-American and LGBTQIA-identified consumers. But identifying an audience means nothing if you can’t authentically connect with them. Our solution was to partner with creators who had credibility with these audiences and have them use social media to tell the story of South Africa through their unique lenses.

The concept of connecting creative makers in the US with creative makers in South Africa was vital in that promotes diversity, cultural exchange, mutual learning, amplifies voices, and builds bridges between people. By working together, makers can tell powerful and impactful stories that resonate across borders and inspire positive change.