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The South African Tourism Board is looking for a marketing communications partner to develop a campaign that will inspire American and Canadian travelers to choose South Africa as their destination of choice over competitor markets.
Growth and recovery in the post-pandemic environment is the greatest challenge to South African tourism.
SATB doesn't project a return to the 2019 level of arrivals until 2024/2025 due to lingering concerns about health, safety and security, coupled with a lack of time and money required for long-haul travel.
The selected partner will stimulate the travel market by devising and executing a compelling campaign across all platforms to amplify SATB's messaging, enhance the brand and drive sales.
It will target "global citizens" for whom travel is an essential part of their lives. "They are adventurous and open to new experiences; these people seek to escape the mundane of everyday routine," according to the RFP.
SATB also sees opportunities to connect with older travelers who "are endowed with time and money" and are mostly fully vaccinated, Blacks, LGBTQ people and remote workers.
It wants a firm based in the US, preferably in the New York region, with a presence in Canada either with an office or an agency alliance.
Proposals are due August 29.
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