South Africa’s goal is to raise awareness of its ‘beyond safari’ experiences, highlighting its cuisine, culture, art & design and urban adventures. In order to reach South African Tourism’s target audience of world-travelers with an appetite for the great outdoors and rich culture, the W!T team executed a partnership with Citi Bike, pin-pointing NYC residents, members of Citi Bike and traveling visitors to the city alike.
Strategy & Tactics
South African Tourism and Citi Bike partnered for a month-long activation to bring South Africa’s art and culture to the streets of New York City in September 2017. The partnership included 30 South Africa branded Citi Bike docking stations across the city showcasing the variety of experiences holidaymakers can have in South Africa, while a unique art mural was unveiled in TriBeCa and dedicated to world-renowned South African artist, Esther Mahlangu, who traveled to NYC for the launch. W!T coordinated two events that surrounded the partnership and included a press launch as well as an end-of-summer block party in the location of the art mural. The event, which was open to the public, featured South Africa music, food and more! Citi Bike members also had access to a special vacation package that promoted urban cycling tours in the destination.
- Coverage of the partnership achieved a PR value of $2,051,080.
- The activation was cross-promoted on multiple social channels including NYCgo reaching their 600,000 followers.
- Over 200,000 Citi Bike members were reached via the newsletter as well as via social channels and on their website.