The distances are shorter boet, the driver’s aren’t so woes. Breathing the crisp sea air and the cries of ‘jou ma se…’
Cape Town, South Africa – Cape Town Tourism have launched their national campaign to highlight affordability and reignite domestic tourism to the City over winter in an innovative way.
The campaign includes a viral video and a digital e-book with great winter deals, and low-cost flights in partnership with Mango Airlines. Booking of low-cost fares runs from May to August 2019, with the travel window closing at the end of October.
Alderman James Vos, Mayoral Committee Member for Economic Opportunities and Asset Management for the City of Cape Town, says, “What’s great over winter time is you can really relax, with off-peak rates and winter deals making travel and experiences affordable and accessible to so many more people, who can have an amazing holiday that’s friendly on the pocket.”
This year, Cape Town Tourism has taken a very different advertising approach with Have You Heard, a leading influence and word-of-mouth marketing agency, by shifting from pretty location pictures and the standard tourist attractions to entertaining storytelling based on deeper observations told in a light-hearted way. To resonate with their domestic audience, they are taking a comedic approach, tackling the perceptions of Cape Town head-on in a self-effacing manner that is authentic and honest to create an endearing campaign that all South Africans can laugh at together.
Leigh Dawber, Cape Town Tourism Marketing Executive, says: “We cannot market Cape Town as we have always done. We need to connect with our fellow South Africans and welcome them to Cape Town in an unexpected way that gets their attention and makes them reconsider Cape Town for their winter break.”
Many Cape Town industry players have rallied together in support of the campaign, such as the Pepper Club where most of the video was shot. The video also includes a few fun cameos by the likes of Siv Ngesi, Luke Dale Roberts, Tali Babes, Ryan Sands, and is directed by Ari Kruger, recent winner of multiple South African Film & Television Awards in the comedy category.
Benediction Zubane, Mango Airlines Marketing Executive, says: “South Africa’s much loved low-cost airline, Mango, has launched an initiative that encourages all of us to go discover more of our beautiful land, and in particular Cape Town, by flying Mango this Winter. To make this possible for people dotted across the country, Mango has made available through this campaign with Cape Town Tourism, lowest airfares for this winter to all its Cape Town bound flights. This is to make the flying experience more affordable and accessible to many South Africans.”
Watch the video below: