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South African Tourism. Leave Ordinary Behind.


South African Tourism came to us with a problem – there weren’t enough Australians choosing South Africa as a place to go for their holiday. We conducted some research and soon discovered why: Many Aussies saw South Africa as a great place to visit, if you wanted to visit a safari park.


Show potential visitors that there’s more to South Africa than big game hunting and inspire them to venture into the unknown.


“Leave ordinary behind”.

In order to show Australians what lay beyond the safari park, and highlight everything else this vast country has to offer, we partnered with Google Maps to create an interactive platform that featured a range of user-generated and official video content showcasing South Africa’s many attractions.


  • 126,265 visits
  • An average dwell time of 6 minutes
  • Directly generated 626 new holiday leads – 200% higher than the campaign target!


South African tourism poster. Man and woman singing on microphone, text on brown background

South Africa Tourism poster. White text on green background with SA map.

SA tourism website featuring map on iMac

South africa tourism map with highlighted tourism attractions