Innovative Virgin Holidays campaign engages potential travellers
The campaign offers a perfect opportunity to showcase the diversity of South Africa’s experiences in a fun and engaging way to audiences on social media platforms. – Jan Hutton, SAT chief marketing officer
The campaign involves sending four well-known UK comedians to four different destinations around the world, with the tour operator's online audience dictating what the four do while at the different destinations by way of online voting.
South Africa was selected as the first destination to be showcased, and UK comedian Shappi Khorsandi arrived in South Africa on 19 September 2013 to start her three-day South African adventure.
Khorsandi is a popular stand-up comedian who has appeared on many BBC Radio 4 programmes, including Quote ... Unquote, Loose Ends, You and Yours, Just a Minute and more. She has also hosted her own four-part radio series and has appeared on BBC Television’s Have I Got News for You and QI.
In an interesting twist, Khorsandi is not in control of her itinerary. Instead her UK fans are deciding which excursions she goes on in Cape Town and the greater Kruger National Park conservancy area, helping her to build the ultimate holiday.
Janine Hutton, chief marketing officer at South African Tourism said: 'The campaign offers a perfect opportunity to showcase the diversity of South Africa's experiences in a fun and engaging way to audiences on social media platforms.'
Khorsandi's fans will vote on Twitter whether she travels up Table Mountain via the Table Mountain Aerial Cableway, or takes a boat tour of the V&A Waterfront, enjoying an oyster lunch at the Harbour House restaurant.
They will then decide whether she enjoys dinner at Reuben’s restaurant at the One&Only Cape Town (where she will meet one of Cape Town’s much-loved chefs, Reuben Riffel), or dine at the Buitenverwachting wine farm in Constantia (where she will meet distinguished sommelier Jörg Pfützner, who will guide her in sampling some of South Africa’s best wines).
While Khorsandi is at Lions Sands in the greater Kruger National Park conservancy area, her fans will decide whether she goes on a hippo-spotting walk along the Sabie River, or on a game-tracking adventure to learn how to track the footprints of different animals.
They will also vote on whether she enjoys wine tasting and canapés at the spectacular Tinyeleti Treehouse, or makes her own special safari cocktail at the Narina Lodge bar.
'The idea is to show British travellers that there is a lot more to do in South Africa’s game parks than just game viewing,' explained Hutton.
Khorsandi’s journey is being filmed, allowing her fans to follow her escapades.