Above is the Cannes Lions Branded Content Gold Cape Town Tourism Case Study.
Most tourism brands are gifted with big media and productions budgets. We didn’t have that luxury. But we did have a beautiful city we wanted to share with tourists around the world. We needed to find a way of sharing all this amazing content without having to spend too much on content creation and media.
So we used the place where people already share their holidays: Facebook. Our Idea was simple, Send your Facebook profile to Cape Town and you could win the trip for real. Through a Facebook application, Facebook users could send their profiles on a virtual tailor made holiday and for 5 days, status updates, photos and video posts automatically landed in their timelines
Without any media spend, Facebook users from around the world became our channels and stations for spreading Cape Town.