An Award-Winning PR Campaign
Though a long haul destination for North American travelers, South Africa presents a true “value for money” for travelers, owed in part to an especially favorable exchange rate: the US dollar goes a long way in South Africa. In order to combat the consumer perception that traveling to South Africa is expensive and further highlight South Africa’s value for money to the consumer, the W!T team launched a press campaign to encourage US travelers to use their tax refunds to travel to South Africa.
Strategy & Tactics
South African Tourism partnered with some of the top tour operators in the US to create nine customized packages priced to reflect the amount of the average tax refund, starting at $1,500 and inclusive of flights. The packages were available throughout the spring on the tourism board’s deals page. Capitalizing on the news cycle and timeliness of tax season, W!T targeted national and regional publications in the travel, lifestyle and business sectors to garner interest in the story as a unique way their readers could consider spending their tax rebate. A press release on the promotion was distributed to key media contacts, in addition to executing highly-tailored individual pitches throughout the campaign.
- W!T managed to get the lead in travel stories that ran in The New York Times, Condé Nast Traveler, Travel + Leisure, TIME, Business Insider among others.
- The PR campaign saw a total of 142,735,986 impressions and a total PR value of more than $1,391,067 over a period of just 3 months.
- The ‘Tax Refund Campaign’ won the HSMAI Adrian Silver Award in 2017.