The challenge
South Africa has a severe image problem in the UK – it’s still seen as a dangerous destination to visit.
The solution
To get people to look at South Africa differently we wanted to highlight some of the cultural similarities between Brits and South Africans – while also displaying the breadth of activities available to holiday goers.
So we invited people to “Say Hello to South Africa” with these tongue in cheek visuals and a selection of brand ambassadors.