What does an innovative marketing strategy look like? Charlotte Flach catches up with three winners of this year’s Travel Marketing Awards to find out and glean their tips
When it comes to innovation in the travel marketing sphere, the Travel Marketing Awards pinpoints some of the biggest and the brightest stars in the industry.
TTG spoke to three of this year’s winners to highlight what it takes to win one of the coveted awards and stand out in the world of travel marketing.
Ginger Juice won a silver award for Best Social Media for its Discover Your South Africa campaign for South African Tourism. Bruce Martin, managing director, explains:
What was the goal of the social media campaign?
South African Tourism (SAT) tasked us with creating an engaging digital campaign to inspire people to travel to South Africa and venture off the beaten track to discover some of the country’s lesser-known hidden gems.
How did you go about making it happen?
Our “Discover Your South Africa” test measured a person’s gut reactions to 36 eye-catching Instagram-style square images, each of which relates to one of five measured categories.
After completing the questions, each participant was presented with their unique travel persona, bespoke South African itinerary and travel suggestions, often including recommendations they may not have considered themselves.
Participants also received their bespoke South African video itinerary, a discount code to book directly with our tour operator partner, a personalised email with all the information to help their trip planning and automatic entry into a prize draw to win their bespoke itinerary.
What were the results?