Cape Town Tourism’s Facebook campaign, Send Your Facebook Profile to Cape Town has won a Cannes Lions Gold Award for Cape Town Tourism’s advertising agency, Ogilvy & Mather. The prize was awarded in the Branded Content Category (Best Use or Integration of Digital or Social Media) making them one of only two 2013 Gold Award winners from South Africa. This comes off the back of Cape Town Tourism’s prestigious Smitty Award for The Best Overall Use of Social Media globally received earlier this month.
Cape Town Tourism partnered with Ogilvy Cape Town and Flow Communications to conceive and execute the game-based campaign aimed at promoting destination Cape Town to a global digital media audience and enticing more visitors to the city. The campaign formed a significant part of Cape Town Tourism’s digital marketing strategy, launched in 2008, to address the major shift in tourism trends and consumer behaviour. Since then the organisation has won international recognition for its work within this field.
Facebook devotees were invited to sign up to send their hard-working Facebook profiles on a holiday to Cape Town. After selecting from a range of choices and interests, the competition delivered a travel itinerary and boarding pass, followed by regular, picture-rich updates about their profiles’ activities and experiences in Cape Town. Players could share their experience and invite friends to send their profiles to Cape Town too. All players were automatically entered into the competition for a real trip to Cape Town: flights, accommodation and experiences included.
The game ultimately drew 8,212 players, mostly from South Africa, the UK, USA, India and Germany, generating roughly half a million impressions on Facebook during the campaign alone. It has also provided the organisation with a database of intrigued and connected would be visitors that are now included in Cape Town Tourism customer relationship management programmes.
For an overview of the campaign, watch this video.