South African Tourism launches ‘Bucket List’ Facebook app to attract Aussie visitors + change perceptions via Pixolut, UM + Reprise Media
South African Tourism has launched a creative new initiative that uses a bespoke app within Facebook to encourage Australians to visit South Africa and change perceptions via UM, sister agency Reprise Media and Sydney-based digital company Pixolut.
The app is an interactive Bucket List that lets users create and share their dream activities. Once the list is compiled, the app analyses it instantly, showing its creator how many of the items on the list can be completed in South Africa.
Says Lalie Ngozi, general manager Australasia, South African Tourism: “The campaign aims to challenge Australians’ perception on the variety of activities that are on offer in South Africa.”
The app also includes functionality that enables users to view the specific locations of the activities on an interactive map of the country and highlights which of their friends share the same Bucket List dreams. Additionally, audience data is captured to support highly targeted future marketing initiatives where users will receive customised offers based on their interest points.
The Bucket List app is supported with a full above the line campaign, including public relations.
Digital agency: Pixolut
Search and Social agency: Reprise Media
Media agency: UM
3 Comments
I’d rather kick the bucket than visit land of the Yarpies
it’s ‘Japies’, numnuts.
I heard that Neil Perry (Aussie chef) has been made a brand ambassador for SA. I don’t get it. What does he have in common with South Africa? I don’t see any connection whatsoever. Must have cost SA Tourism (more like it, SA taxpayers!) a small fortune for him to tour all around the country – all expenses paid, I’m sure. At least Sheryl Ozinski knows what she’s doing with Cape Tourism, and back in the day when Miller Matola was head of SATOUR, marketing campaigns actually seemed to make a bit more sense.