Reclaim the Roadtrip
Nothing beats a road trip. There are few better ways to see a destination and the decision to market the Western Cape as an epic self-drive location to visit was a no-brainer.
Nothing beats a road trip. There are few better ways to see a destination and the decision to market the Western Cape as an epic self-drive location to visit was a no-brainer.
Adventure tourism is the fastest growing niche in the industry and with a huge range of activities available to visitors in the Western Cape, we wanted to corner the market.
From the world’s biggest timed cycle race to route carved through the Garden Route, the Western Cape is a Mecca for cyclists and they are also one of the most engaged audiences to speak to.
Food and wine, you ask? There is a reason the Western Cape is considered to be the gourmet capital of South Africa and the messaging for the province needs to reflect that.
The cultural offering in the Western Cape is second-to-none and putting it front and centre as one of the DMO’s main pillars was a strategic decision. Ensuring the copy spoke to the correct audience was incredibly important facet of the overall strategy.
The Western Cape is a hugely diverse province, both in terms of the people that live here and the land they call home. It is here that former South African president Nelson Mandela walked his first steps as a free man, leaving a legacy of freedom. The ‘postcards’ as we came to call them looked