IDEA

To overcome the barriers stopping people from booking, we needed a campaign that would both excite people about South Africa as a destination that offers more than your normal off-the-shelf holiday, while reassuring them that booking doesn’t have to be daunting.

To get people in the holiday mood, we decided to create an immersive experience in order to get them as close to a real holiday as possible.

In order to simplify the planning and booking stage of the process, we would utilise wearable tech to create a suggested itinerary based on each person’s response to the activation. This would be bespoke and tailored just for them, appealing to peoples’ expectations that holidays should be a reflection of their individuality.

We created an immersive walk-through experience ‘Discover your South Africa’, that showcased five hidden gems, each of which represented a different aspect of the country: Safari and Wildlife, Food and Wine, Scenic Outdoors, Urban Life and Cultural Roots.  This multi-sensory, interactive experience toured 5 major UK cities (Birmingham, Manchester, Cardiff, Glasgow & Kingston).

Guests were given EEG headbands to wear that would record their brainwaves throughout the experience. Their levels of focus and excitement would be recorded and an individual itinerary matched to their response would be produced at the end of the walk through.