The Opportunity

In 2015, research conducted by South African Tourism (SAT) revealed that American travelers were increasingly seeking destinations rich in cultural history as well as experiences that create deeper education and meaning in life.
Identifying the 25th anniversary of Nelson Mandela’s release from prison as an event that would appeal to these travelers’ motivations, SAT sought to create a campaign anchored around Mandela (Madiba) and the sites of significance to his life and legacy in order to:

  • Increase awareness of South Africa’s rich cultural product

  • Drive interest in South Africa’s iconic attractions and meaningful interactions with locals

  • Highlight Madiba-designed itineraries and inspire travel

  • Drive downloads of a new Madiba’s Journey mobile app