Entered by Sparkloft Media

Western media has a tendency to view South Africa as an underdeveloped country; uninviting and unaccepting/cold to diverse audiences. Often, enthusiastic travellers from the US and Canada do not consider the country a diverse hub for culture-focused travel or exciting adventure. South African Tourism was looking to shift this negative perception by proactively reaching out and diversifying its audiences. The “Meet South Africa” campaign elevates stories of South African locals to make the destination feel exciting and welcome through human connection and shared interests.