Campaign details
Brand: South African TourismAgency: BD NetworkMarket: United Kingdom
Challenge and business objectives
South African Tourism (SAT) is a government-funded board that collaborates with and provides support to trade to sell package holidays through their own channels.
After year-on-year growth stagnated during 2017, a new approach was required to hit new 2018 targets (5% increase in visitors from the UK and tourist expenditure from January to December 2018).
Whilst typical holiday marketing targets new visitors, SAT identified big potential in repeat visitors, with 64% of bookings coming from people who had already visited at...