Spotlight
Case study on South African Tourism
Project overview
The challenge was to deliver global exposure to South Africa, build awareness and stimulate action by directly engaging with individuals and challenging them to upload content and start dialogue with the brand. CNN created a multimedia brand campaign, MySouthAfrica. A multiplatform campaign geared towards raising the profile of South Africa to CNN’s elite business and leisure audience as well as 'global enquirers', individuals that would choose this long-haul vacation destination. The core element of the campaign was a bespoke website, www.mysouthafrica.tv
Microsite
MySouthAfrica was created to encourage the CNN audience to harness their creativity and upload compelling content. By creating your own profile on the site you can submit photographs, videos and stories for the chance to win a trip to South Africa. Developed by TCP the URL was purchased by Turner.
The site now includes 3 key sections; one showcases the campaign ambassadors, the second holds picture and video galleries, while the third is dedicated to informing users all about SA. Features on the Your SA page include: weather section an RSS feed of news stories, Q&A, and a 'journey planner' comprised of themed trips, i.e. "Road Trip." All sections focus on engaging users and promoting South Africa Tourism, complimenting the information found at the country website.
Online banner ads
These drive audiences directly to specific pages at mysouthafrica.tv. The creative features elements of branding and characters.
i-Phone application
MySouthAfricaEssentials i-Phone was developed in-house and produced with a South Africa partner. The app brings the features of MySA to mobile users in a convenient package with World Cup 2010 relevancy. 'MySAE' delivered current and up to date content on travelling around SA during the WC2010. The app allowed users to log-in to their profile and upload their images of the tournament and also deliver personalised messages via 'postcard' templates customised with users own images.
OnAir showcase
You need to upgrade your Flash Player to see the video.TV Commercials
A key driver to promote the campaign are TCP produced television commercials, designed as 'call-to-action' television spots. At the end of each spot, each of the six ambassadors sign-off inviting audiences to experience further at the mysouthafrica.tv. Each ambassador has supporting film content in their respective section, extended clips and exclusive material focussing on their lives.
Generating results
By analysing viewer's holiday wants and need. With themes running through the ads and film content like diverse gastronomy to culture and, of course the great outdoors. This time MySA gave viewers insights into the 'urban cool' of SA as well as time with sporting heroes. We were confident the ambassadors would meet our viewers' desires.
The site statistics convey the incredible success of the campaign. Results are measured on the engagement levels MySouthAfrica.tv produces, ability to stimulate dialogue and prompt action. Nielsen tracking reveals that the site delivers an average of 40,000 page-views per month, and ambassador videos have received close to a thousand views.
Average users spend a minimum of 20 minutes on MySouthAfrica.tv and view more than 15 pages. Over 997 users have registered at MySouthAfrica.tv, and over 1,213 uploads have been made to the website. 50% of users come to MySouthAfrica.tv directly by typing the web address, which points to the success of the CNN-created call-to-action commercials.