Brand South Africa Case Study

South Africa - hero

South Africa

Multiplatform campaign enhances brand image

Sector

Travel

Objectives

Brand awareness | New consumers

Challenge 

Brand South Africa wanted to identify and refine the key attributes of South Africa to enhance the image and reputation of the country and promote the nation to an international audience of global investors, decision makers and frequent travellers.

They wanted to achieve these ambitions with campaign bursts around the World Economic Forums in Davos and later in Africa.

South Africa - brand image

Solution

CNN International developed a multiplatform campaign that ran in two parts around the World Economic Forum in Davos and then later in Africa. Leveraging access to CNN International's affluent and influential audience, the campaign included TV, digital content and an exclusive networking event in Davos.

Part two of the campaign ran to coincide with World Economic Forum Africa with a cross-platform editorial programme, Africa Looks Forward and expansion of the TV campaign to additional markets.

Results

page views image
Part one
126 thousand

Editorial page views 

icon for impressions
Part one
8.3 million 

Ad impressions

video
Part two
1.7  million

pre-roll video plays

TV icon
Part two
1.1  thousand

TV units

Services this project covered

Event

Part one of the campaign included a networking drinks evening in Davos during the World Economic Forum, hosted by Brand South Africa in partnership with CNN. CNN provided host of Quest Means Business, Richard Quest and produced the invitations for this exclusive event.

 

Event invite

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