1. South Africa – Feel Different Feel Different... and Leave ordinary behind

2. 1.South Africa - Feel Different 2.Communication Strategy 3.Return on Investment Contents: South Africa – Feel Different

3. different ~ def: Not the same as another or each other; unlike in nature and form or quality; novel and distinct. Source: Online Definition

4. South Africa is like no other destination on earth South Africa is different People feel different when they visit Why?

5. The Difference is … Apartheid Museum Robben Island District Six Museum Boer War museum Battlefields of Zululand The Gold mines of the City of Gold Cradle of mankind Feel humbled, inspired, encouraged, enriched and proud of our humanity the Unique History

6. Table Mountain Cape Floral Kingdom Drakensberg Kalahari Desert Richtersveld Garden Route God’s window Cape Wineland region Feel free, feel rejuvenated. Nourish mind and soul, enjoy and embrace the miracle of nature The Difference is … the natural beauty

7. Kruger National Park Kgalagardi Transfrontier Park Addo Elephant Park Great White Sharks Whales and penguins Feel alive, energised, awakened and amazed by the magnificence of the African wild. The Difference is … the wildlife

8. Bungee jumping Shark cage diving Scuba diving Tree top swinging Feel exhilarated, energized and renewed. Revitalise mind, body and soul. The Difference is … the adventure

9. Traditional dancing Traditional tribal villages Traditional flavours Traditional folklore and remedies Township tours Visit a Sangoma The concept of Ubuntu Feel connected, enriched and uplifted. Learn and grow through authentic experiences. The Difference is … the diverse cultures and traditions

10. South Africa: Feel different… Unique History Natural Beauty Diverse Cultures Adventure African Wildlife

11. Communication Strategy

12. WHO will we target? UK holiday makers considering long haul holidays. First time visitors to South Africa and those who have visited before. Consumers: High street shops, office and home workers Travel Agents:

13. WHAT will our message be? South Africa is different from any other destination We will showcase what makes South Africa different and why each difference will make visitors feel different. We will highlight the abundance of unique and authentic experiences on offer in South Africa. Feel Different when you visit South Africa +

14. WHY will it appeal? Because visitors are seeking experiences that are different and authentic. They want to take part in deeper, more meaningful activities that evoke an emotional response and allow for personal growth. They want to make memories and make a difference to their lives – be inspired and enriched though travel To have interesting and meaningful stories they can share with others when they get home. The Experience Economy: The next economy. Businesses orchestrate memorable events for customers and that memory itself becomes the product – the “experience”. Experience businesses can charge for the value of the “transformation” that an experience offers (Source: Online Definition)

15. 1)Microsite -Showcasing the five “Differences” with quotes from past travellers on how their trip to South Africa made them “Feel different” To Consumers: HOW and WHERE will we communicate our message? -Microsite will carry the look and feel of 2by2 Holidays website with click through from main site

16. 2) Online competition: How would you like to feel? … whatever it is you can experience it in South Africa -Invite consumers to send in a description of how they want their holiday to make them feel. -Call to enter competition through Linked In, Twitter and Facebook -Entries via microsite, Facebook and e-mail. -2by2 Holidays puts together a combination of SA experiences that will create that feeling, with simple itinerary. -All holiday itineraries and experiences are shared on the microsite and virally spread via Linked in, Twitter and Facebook. -Voting for favourites on 2by2 Holidays Facebook page (likes) -Winner is selected from shortlist of 10 most “liked” entries and wins the trip created for them (for two people to the value of £5,000). -Final selection by a panel (possibly “My Mission” team). -Runner up prizes will be South African “Experiences”: Second Prize: Dinner at Shakaland in Camden and Third Prize: Mandela coffee table book To Consumers:

17. 3) Electronic Mailers x 5 (existing database of over 7,000) -Send five e-newsletters (a week apart) showcasing the five “Differences” and invite entry to online competition. -Newsletters 2,3 and 4 will include a competition update and share some of the entries received, encourage voting for favourites and attract more entries. -Final newsletter will announce the winner and describe the holiday planned – how it is different and will make winner feel different. -E-newsletters will drive traffic to microsite. 4) Publicity (3 x press releases) -First Release: to newspapers (with travel editions/features) and consumer publications explaining what makes South Africa different and inviting consumers to submit entries to the online competition. -Second Release: Competition update. -Third Release: announce winner and the holiday that will make them “feel different”. To Consumers:

18. 5) Radio Advertising (Heart and Gold): 5 week campaign -5 x 30 second radio slots to promote the five “Differences”, call to entry to competition and drive traffic to microsite. -Heart radio (Beds, Bucks, Herts): Listenership of 171,000 (affluent, 38 years +). -Gold radio (Luton region): Listenership of 37,000 (65 years +, affluent - over 50’s hold 80% of the UK’s wealth). -Link to competition on station website. -Sample schedules: To Consumers:

19. 1)Online competition: Discover the difference … and you could win a Fam Trip to South Africa -Trade Agents answer five questions related to the five “Differences”. Agents need to search on microsite to “Discover the Difference”. -Entry via trade page on microsite. -Capture contact details for future relationship management. -Lucky draw to select winner. -Fam Trip funded by SA Tourism* 2) Electronic Mailers x 5: -Send five e-newsletters (a week apart) showcasing the five “Differences” to over 7,000 trade agents including more than 5,000 retail outlets and close to 2,000 homeworkers, across all consortiums. -Each newsletter will feature one “Difference” and create excitement around the Fam Trip competition with entry details. -Electronic newsletters will drive traffic to microsite and trade competition page. To Trade Agents: * Form part of SA Tourism Fam Trip program

20. 3) Publicity (5 x press releases) -Send five press releases (a week apart) showcasing the five “Differences” and how these differences will make people feel different. Announce trade competition and encourage participation. 4) Travel Bulletin (36 page Africa supplement) to feature the five “Differences” -Printed version distributed to all retail outlets and homeworkers throughout the UK. -Circulation of 7,857 printed supplements. -A digital version is e-mailed to 20,000 travel professionals. To Trade Agents: SA Tourism branding to feature strongly in all communications, performing an endorser role – adding weight and credibility to the offering

21. 2011 Travel Bulletin / 2by2 Holidays Supplement

22. Jan WHEN will we communicate it? FebMar Consumer Trade 2012 8 Weeks (mid Jan – mid Mar) Launch Microsite and online competition Competition ends, announce winner Call for entry via Social Media Radio Advertising Electronic mailer x 3 Electronic mailer x 1 Facebook Voting Press Release x 1 Press Release x 3 Electronic mailer x 1Electronic mailer x 3 Travel Bulletin SuppLaunch competitionCompetition Ends Electronic mailer x 1 Press Release x 1

23. Funding: -Microsite -Consumer e-mailer x 5 -Trade e-mailer x 5 -Radio -PR (trade and consumer) -Promotional management & co-ordination -Prizes (wholesale) -Travel Bulletin supplement 4,000 1,500 5,000 4,000 5,000 3,000 * 1,000 ** 25,000 * Retail value of £5,000 ** Largely self funding £

24. Return on Investment

25. 1)Generate 500 enquiries over the eight week period 2)At 10% conversion, to generate 50 incremental bookings for the period @ £5,000 ea (£250k incremental turnover) 3)Attract 1,000 entries to consumer competition 4)Attract 200 entries to trade agent competition 5) 500 new Facebook “likes” 6) 200 new Twitter followers 7) Increase site visits by 10% Measurement Criteria:

26. ... and Leave ordinary behind South Africa –Feel Different

27. Submission to SA Tourism Ubuntu Awards 30 September, 2011 Contact: Claire Farley, 2by2 Holidays www.2by2holidays.co.uk claire@2by2holidays.co.uk Tel: 01582 766 122