From the CEO: ‘Send Your Facebook Profile to Cape Town’ campaign highlights

Our Send Your Facebook Profile to Cape Town campaign has come to an end, after a successful three months of sending people’s profiles on a ‘virtual holiday’ to Cape Town. The lucky overall winner is Jan van der Leeuw, from Canada, who has won the opportunity to do the trip for real.

The Facebook app created for the campaign was one of the most innovative yet to position the city globally. The importance of social media in travel decisions, and in particular, the role that Facebook plays in determining holiday destinations, was what motivated us to embark on this digital campaign. The idea was to increase awareness and develop knowledge of Cape Town, so that we are on the consideration list of people planning their next trip.

A digital campaign is cost-effective, and speaks to the new traveller, while also reaching our existing market.

The objective was to reach 7 518 people, and get them to play the Facebook game, travelling virtually to Cape Town. In the end we exceeded this target, with 7 870 people “taking the trip”.

Facebook users could tailor-make experiences that fit their personal interests, with a unique itinerary assigned to them. The app demonstrated Cape Town as a city that offers everything from high-energy adventure sports to relaxing, family-friendly experiences. And of course, the chance to win the trip for real was a big incentive to play.

Worldwide, Facebook has 970-million active monthly users, and more than 300-million photos are uploaded to Facebook every day, with travel-related photos dominating.

Delegates from the e-Tourism Summit, media, representatives of Start Up World, our iAmbassadors and key influencers in the technology and creative sector, helped spread the word about the campaign.

PR was generated in publications such as memeburn.com, Hotel & Restaurant, Travel Mole, Travel News Weekly, Pan African Times and others.

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