In June 2022, Air Côte d’Ivoire was launching its Johannesburg-Abidjan route – the fastest route between South Africa and Côte d’Ivoire.
However, South Africans were still reluctant to travel and Côte d’Ivoire was not a travel destination of choice, although it provided access to West and Central Africa for business opportunities.
The key was reaching the correct consumer audience and convincing them to travel. The resulting communications campaign delivered on its objective to raise awareness of the new route, soliciting 40 pieces of top-tier coverage that reached three million people, with 20-million impressions and 700 000 people reached on social media.
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