Project Overview
BACKGROUND
2011 Travel Trends amongst Black Diamonds showed that they spend around 30% of their disposable income on travel. They are confident and adventurous and travel once a year internationally for leisure, plus locally for business and leisure. It was found that travel decisions were reached in consultation with the family and sort to experience the world and get a new perspective on their own lives in South Africa.
2011 Travel Trends amongst Black Diamonds showed that they spend around 30% of their disposable income on travel. They are confident and adventurous and travel once a year internationally for leisure, plus locally for business and leisure. It was found that travel decisions were reached in consultation with the family and sort to experience the world and get a new perspective on their own lives in South Africa.
CHALLENGE
There was an existing perception amongst Black Diamonds of Namibia as a roughing it, camping destination. Geographically, as a neighbour to South Africa, Namibia was not seen as an “international travel destination” and the target audience was unaware of the country’s Five Star offerings. Our challenge was to create brand awareness for Namibia and position it as glamorous, highlighting its Five Star offerings.
There was an existing perception amongst Black Diamonds of Namibia as a roughing it, camping destination. Geographically, as a neighbour to South Africa, Namibia was not seen as an “international travel destination” and the target audience was unaware of the country’s Five Star offerings. Our challenge was to create brand awareness for Namibia and position it as glamorous, highlighting its Five Star offerings.
STRATEGY
The strategy was to use South African celebrities, aspirational to the intended demographic, to showcase Namibia’s 5 star offerings. The campaign consisted of a pre-competition build up, the competition, the celebrity experience, and the post competition production.
The strategy was to use South African celebrities, aspirational to the intended demographic, to showcase Namibia’s 5 star offerings. The campaign consisted of a pre-competition build up, the competition, the celebrity experience, and the post competition production.
2 Celebrities x 10 day holiday in Namibia + film crew + social media = THE NAMIBIAN EXPERIENCE
The competition enticed viewers to follow the celebs daily on social networks and answer questions about their daily experiences for the duration of the trip. After completing all the questions, they were entered into a lucky draw where they and a partner could WIN the Namibian experience. The incentive to follow the celebrities? The chance to WIN their Namibian experience.
RESULT
More than 8.5 million people were reached during this campaign, through the following touch points:
TOTAL: 8 591 552
PRINT
A4 Print advert
Print advert in context.
Voucher
ONLINE
Welcome tab
Registration tab
Thank you tab - E mailer
Video tab to follow the trip and answer daily questions.
Art Direction & Concept: Senzo Xulu
Graphic Design & Concept: Helna van der Sandt
Graphic Design & Concept: Helna van der Sandt
Graphic Design: Louw Sevenster
Copywriting: Glen Curtis
Creative Direction: Andrew MacKenzie
Digital application: Ryan Steyn
Copywriting: Glen Curtis
Creative Direction: Andrew MacKenzie
Digital application: Ryan Steyn
