Campaign Focus
•
To raise the profile of South Africa as a tourist
destination.
•
To produce an innovative campaign that will
make South Africa stand out as a destination.
• To encourage trial and / or re-purchase for future
holidays.
•
To build awareness and appeal amongst a wider
potential target audience.
Targets
•
We plan to build a campaign that not only reaches a large
target audience, but is interactive and makes South Africa
stand out as a destination.
•
By combining an offline radio campaign, online interactive
map and digital campaign with links to YouTube and
Facebook and competition offers, this campaign has the
potential to reach a broad number and diverse set of
potential consumers.
•
Our target audience is those who have a propensity to
travel who are looking for an adventurous holiday different
to the norm. The focus of the campaign will be on ‘hidden’
South Africa, that is, places in South Africa that are not
particularly well-known to the average consumer in the UK.
See the Exodus website for details of the alternative trips
that we offer: http://www.exodus.co.uk/countries/za.html
Radio Campaign
To create awareness of the diversity of South Africa as a tourist
destination and provide an opportunity for data capture.
•Smooth Radio (102.2 fm - formerly Jazz fm) reaches approx.
606,000 listeners. The London breakfast show airs between 06.00
– 09.00 Monday – Friday and plays adult contemporary music,
aimed at listeners aged 50 and over.
• Competition - WIN an adventure holiday to South Africa with
Exodus. Aims to promote alternative holidays to South Africa and
capture the data of those that enter.
Week 1 (Pre-Promotion)
• Trails and Live Reads from Wednesday – Sunday (5 days to
create ‘hype’ to get the listeners to tune in to win the
competition in week 2).
Week 2 (Competition Week)
• Trails and Live Reads from Monday – Friday, with the
competition winner announced on the final day.
Podcast (Radio Campaign cont…)
To work in conjunction with the radio campaign and reach a target
audience who are interested in South Africa as a holiday
destination.
• Smooth Radio would produce the podcast and host it online for
the duration of the two week radio campaign.
• The Podcast content would promote South Africa as a tourist
destination and invite people to enter the competition to WIN an
alternative Exodus adventure holiday to South Africa that will be
given away on the radio show.
•The podcast will be downloaded and listened to by those who
have a propensity to travel and are interested in winning a
holiday to South Africa.
• To enter the competition, users will have to provide their
details, which in turn provide Exodus and the South Africa
Tourist Board with data capture.
Interactive Map / Digital Game
Reset your compass and discover the hidden South Africa
• The digital world enables us to use rich media to tell a
more visual story.
• The interactive game will capture peoples imagination
and show the alternative destinations that people are
generally unaware of in South Africa.
• We can use the power and traffic numbers from other
peoples sites to drive interest in the campaign.
Interactive Map / Digital Game (cont…)
Objective
•To encourage online users to learn more about the hidden
South Africa, we are proposing the design and build of an online
game.
How to play
• Users will go online and follow clues to discover a hidden
compass. The incentive will be for one winner to complete the
clues in the fastest time and WIN a holiday to South Africa.
• A map interface will invite users to click through to the hidden
parts of South Africa and encourage them to listen and view
clips (in the process educate and sell the users on what South
Africa has to offer), they will then be asked questions to move
onto the next clip.
Interactive Map / Digital Game (cont…)
Gaining extra users
• Additional clues will also be ‘hidden’ around the internet – we
will get content from the South African Tourist Board and seed
that online. When watched it will educate and give extra clues.
For example, we will seed a longer video clip on YouTube or
create a profile on Facebook so when you add them as a friend it
gives you more clues to win the holiday.
• This will allow users to really get a feel for what South Africa
has outside the more well known areas – and use strong content
to tell that story.
Data capture
• To enter the competition, users will have to give email address
details which in turn provide the South Africa Tourist Board with
data capture. It will also enable you to track ROI enabling
similar activities to be undertaken in the future.
Intro Screen of Digital Map
• Users will be met by a
welcome screen, that shows
that they are about to
embark on an adventure to
win a holiday…
• ...and in the process learn
about the hidden South
Africa
• The look and feel is
inspired by India Jones type
adventures with hidden
treasures and clues
• The welcome screen would
be branded with South
African Tourist Board and
include links to their main
site as well as to the Exodus
site
The Game Interface
• Users would navigate
around and through the
game using a map of South
Africa
• They would click into
areas of South Africa, be
given clues and then invited
to watch, listen and read
about the ‘hidden’ parts of
South Africa, and work out
the answers to clues
Using Other Sites
• At times during the game
users will be asked to other
websites to learn more about an
area to gain more knowledge to
help them through the game.
• For example we will post
longer video clips on YouTube
and get users to add people on
their Facebook page to get
more clues…
• …increasing their chances of
winning the holiday
• In the meantime other users
of these sites will see the
content and be pushed to the
game to enter themselves
Estimated Costs
Radio Campaign
• Smooth Radio (London) two week campaign:
• £8,500
Podcast
• Hosted on Smooth Radio online, inclusive of all production costs:
• £4,000
Interactive Game
• The design and build, together with some online seeding and PR:
• Design: £2,500
• Technical Build: £7,500
• Online PR / seeding: £1,000
Competition Prize
• Holiday x 2 (radio campaign & interactive game) £1,500
TOTAL COST OF CAMPAIGN: £25,000