The campaign was inspired by the belief that the best ambassadors for a destination are the people who call it home, and we couldn't agree more! Featuring individuals from various regions in the Cape engaging in activities they are passionate about, these selected advocates share personal stories and insights, inviting fellow South Africans to explore their neighbourhoods and small towns. Through a series of short videos, the campaign beautifully showcases the diverse and affordable experiences the Western Cape has to offer.
One of the featured personalities is Faeeza Abrahams, known for her role in Netflix's 'Somebody Feed Phil', providing a vibrant glimpse into life in the Bo-Kaap and highlighting the cultural and culinary treasures in the heart of the city.
Wesgro CEO, Wrenelle Stander, emphasizes the importance of the domestic audience as the largest tourism source market, with 3.4 million domestic trips to the Cape in the previous financial year and a spend of R12.7 billion. The campaign aims to continue attracting both returning visitors and new explorers, showcasing the warm welcome and unique experiences awaiting in the Western Cape.
From the Cape Winelands to the Karoo region, the campaign features a diverse cast, including winemaker Carmen Stevens, Hermanus Whale Cryer Luthu, and cultural storyteller Tannie Poppie. The series aims to present the Western Cape through the eyes of those who know it best, offering a documentary-style narrative that goes beyond traditional travel feeds.
Through authentic voices and engaging storytelling, the campaign encourages South Africans to discover the hidden gems and diverse attractions of the Western Cape, catering to a wide range of interests and preferences. The digital campaign will be showcased on various social media platforms, inviting viewers to embark on a journey of exploration and discovery with love from the locals.