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The reasons for journeying to South Africa vary as much as the colors of the rainbow. Few places in the world offer the breadth of breathtaking landscapes this nation boasts, with lush jungles, glittering beaches, expansive deserts and sweeping savannahs. This wealth of biodiversity fosters a vast array of experiences for travelers and residents alike – creating a vibrant culture of adventure and exploration.
Within the Rainbow Nation, travelers find both the familiar and the unfamiliar. As MMGY EMEA considered how best to share South Africa’s nearly endless activities, a unique insight shaped our concept: People will try the unfamiliar if the option to do something familiar also exists. Perhaps it’s asking too much of the average traveler to visit South Africa to go sandboarding, bungee jumping or shark-cage diving – but if they come for the wine tasting, lively nightlife and exquisite nature, they just might find themselves comfortable enough to try something new.
Because for all the things you love, there are also the things you didn’t know you loved.
For the Things You Love
Our :10 social videos put viewers in the unique position of experiencing the familiar – and the unfamiliar – in South Africa. Diving into a villa pool reveals a snorkeling adventure among kelp forests in the ocean. Horseback riding on white-sand beaches transforms into a zip-line plunge through verdant canopies. And the triumphant view from a hiking trail becomes the launch pad for a bungee jump from Bloukrans Bridge. Still shots for outdoor and digital executions give viewers the same opportunity to picture themselves in South Africa doing the thing they love – and discovering what they didn’t know they would love.
Travelers to South Africa come committed to enjoy themselves, and this welcoming country encourages them to indulge in familiar favorites while enticing them to step out of their comfort zone – because they just might find their new favorite thing. Our campaign delivers consumers the allure of the unknown with creative as unskippable as the experiences it promises.
