Flow client Cape Town Tourism was a winner in this year’s Travel + Leisure SMITTY (Social Media in Travel + Tourism) Awards in the category, Best Overall Use of Social Media: CVB (Convention and Visitors Bureau) Global.
The Travel + Leisure summary of Cape Town Tourism’s achievement reads: “The next best thing to sending people to Cape Town? Sending their Facebook profiles. More than 150 point-of-view videos were shot (think hang-gliding around Table Mountain), along with 400 first-person status updates, and posted on to participants’ timelines. A few lucky users received gifts from trips on their newsfeed (e.g. wine from a vineyard visit), while grand prize winners were sent on a real holiday to the Mother City.”
Cape Town Tourism’s My Cape Town Holiday campaign saw Facebook users sending their profiles to Cape Town, allowing them to explore the destination virtually. Users received notifications of what their profiles had been doing in Cape Town and were able to view photos, videos and status updates about this. Users could also follow their profile’s journey by using an interactive map, which unlocked information about the various attractions and activities in the city.
Flow Communications was responsible for the technical implementation of the campaign and worked closely with Cape Town Tourism and Ogilvy Cape Town to take the campaign from concept to reality.
Mariëtte du Toit-Helmbold, CEO of Cape Town Tourism, said the award recognises the hard work put in: “The relationship between travel and technology is closer than ever. More destinations are turning to social media to promote their services and reach customers in a more intimate, interactive and instant way.
“We know that today’s traveller is researching on social media. If they want to know something, they just put it out to the global community, so it’s a space Cape Town Tourism considers vital to play in, staying close to the conversation as a trusted member of the community.
“I am very proud of the SMITTY Award and the team – made up of Cape Town Tourism, Ogilvy Cape Town and Flow Communications – that conceptualised, designed and managed the campaigns that it recognises. This award is a big deal for us and recognises the hard work and investment made in good content and customer-centred marketing.”
Said Cape Town Tourism marketing director Velma Corcoran: “We are delighted with the award and very thankful to our agencies, Ogilvy and Flow, for walking this journey with us. We were in uncharted territory, and it is only through sheer hard work, dedication, teamwork, some excellent project management and, at times, blind faith that we were able to pull this all together in a short space of time for not a huge amount of money.
“It was a true team effort, and my sincerest thanks to the team involved for literally giving up their lives for a period in time to make this happen.”
Kaanita Coleman, Cape Town Tourism’s e-marketing manager, is pleased with the fruits of the team effort: “This is a major industry accolade as we went up against the likes of Visit Australia and came out tops. The win in itself is the result of hard work and passion that came about as a partnership between Cape Town Tourism, Ogilvy and Flow Communications; we could not have done it without them.”
For Roy Barford, Flow’s Cape Town manager, the experience was both professionally and personally rewarding. “This was a very bold campaign that pushed the boundaries in many ways, so it’s great to see Cape Town Tourism receive international recognition for it,” he said. “Flow’s programming team did an amazing job implementing the technical requirements, and I certainly had fun marketing the campaign online.”
Those interested can also send their Facebook profiles to Cape Town and experience the destination digitally.