PR CASE STUDY | 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.


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.






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 team executed a partnership with Citi Bike, pin-pointing NYC residents, members of Citi Bike and traveling visitors to the city alike.


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


  • Over 200,000 Citi Bike members were reached via the newsletter as well as via social channels

    and on their website.