On Friday, May 6, Flowstars Kate Rau and Miliswa Sitshwele left for INDABA 2011, one of the largest tourism marketing events on the African continent. It’s being held in Durban at the Albert Luthuli Convention Centre (Durban ICC). The Flowstars are helping the Gauteng Tourism Authority (GTA) with the Cradle of Humankind exhibition and My Gauteng campaign.
There are two competitions that Flow is overseeing. The first is Harry’s Hall of Fame Competition, featured on the GTA’s Cradle of Humankind mini-site. In order to win, INDABA delegates have to have their photographs taken with Harry the Hominid, the Cradle’s very own celebrity, and then share it on Facebook or Twitter.
Harry is a mock-up of Australopithecus africanus, our ancestor who lived some 2-million years ago.
Says Kate, “We took the lessons learnt from the ITB campaign in Berlin, where we ran a similar competition, and have refined the way the competition is run. It’s unique because we are using the brand of Harry, and incorporating it with social networking.”
Prizes include a trip to Maropeng, a visit to the Sterkfontein Caves, and much more, all of which can be seen on the mini-site.
The My Gauteng campaign has a fantastic competition in which you can win an iPad 2. “The campaign gives people the chance to see the great and undiscovered side of Gauteng,” says Kate. “Everyone’s experience is unique, and so we want to provide the opportunity for people to express that.”
To enter the competition you need to tell the world what makes Gauteng so special – and why – by visiting the My Gauteng mini-site.
The unique aspect of the two competitions is the mobilisation of social networks. Flow has been working with third-party bloggers to enable a greater social reach, and other social media form a big part of the campaigns, all of which will be kicked off at INDABA 2011!
The GTA stand at INDABA also has something fresh and unusual in store: “The exhibition stand is really exciting,” Kate reveals. “It is a virtual experience of Gauteng. They have recreated recognisable spaces of Gauteng, such as the Nelson Mandela Bridge, for delegates to visit and learn about.”
INDABA 2011 runs from May 7 - 10.
