Inspired by the IRS report that the average individual income tax refund for this year was estimated at $3,050, we launched a campaign encouraging US travelers to use their tax refunds to visit South Africa. Holiday packages priced at $3,000 or less (inclusive of airfare) were sourced from 10 top US travel trade partners and were showcased on southafrica.net/deals during tax season.
As partners at the New York Times Travel Show, we cut the ribbon to officially open the show and enjoyed prime placement on the trade show floor. Throughout the 3-day event more than 30,000 consumers, trade and media were in attendance to meet with our trade partners and experience our new #WowSouthAfrica video creative streaming on a giant video wall within the stand.
We partnered with music superstars Mumford & Sons to celebrate the release of their new album, Johannesburg (inspired by their recent visit to SA). The partnership included a NYC pop-up shop where consumers participated in a variety of SA themed activations, two sold out concerts at Forest Hills Stadium, and an appearance on The Tonight Show starring Jimmy Fallon.
To kick off our month-long South African music festival with Carnegie Hall, we hosted a pop-up concert in Times Square where South African music legends Hugh Masekela and Vusi Mahlasela delighted the crowd with musical performances from high atop a double decker bus. Highlights included an interactive duet with the crowd of who joined in with their own vuvuzelas!