The ‘Discover Your Freedom’ marketing campaign, the largest in Cape City Tourism’s 40-year historical past, is aimed toward “purpose-seeking, adventure-driven, digitally savvy millennials”, in line with CEO Enver Duminy. It’s the first of its type within the journey business and follows South Africa’s first nationwide tourism marketing campaign for the reason that coronavirus pandemic.
“It’s an interactive expertise from begin to end. We are able to’t have interaction with Millennials like we’ve got at all times accomplished as manufacturers and locations,” stated Enver Duminy, CEO of Cape City Tourism, on the marketing campaign launch. “Posting on Fb or promoting on TV could have labored with older Child Boomers or Gen Xers, it received’t work with Millennials. We have to perceive that this technology are really digital natives and pioneers of the digital journey journey.”