We were tasked with doing a branding job for South African Tourism's initiative Welcome as they had learned that South Africa's guests don't feel at ease when stepping into the country. With various parts of the land being notorious for xenophobia it is no surprise why foreign citizens may feel this way.
So we asked ourselves how can we change this perception of South Africa so that our guests can feel at home away from home?
We did this by branding three of Mzansi's busiest border posts with messages for our guests to feel welcome when they enter the country and know that they are also welcome to return anytime when they leave. We strategically placed welcoming messages to intercept our guests in various parts of the consumer/user journey at the border posts.
On the 12th of January 2019, we activated the Welcome campaign by hosting a 48-hour braai for the guests who were coming into our country at the time. Guests would receive food packs and bottles of water at the end of their consumer/user journey as a token of appreciation for their patience with the processes at the posts and as a thank you for visiting our country. We also had organised masseuses for the border's employees/ staff to enhance their break time experience and to ensure that they give optimum service to our guests.
the live branding at the Ficksburg activation
the embassadors at the Ficksburg activation
the service at the Ficksburg activation
Summary of all the border posts' branding
branding: HONOURABLE MENTION
(somehow didn't make the cut 😒😭)
This would have been our brand embassador's T-shirt for the activation... but things happen 🤷♂️
We have a saying that goes "Motho ke motho ka batho" that translates as "I am because we are." We wanted to manifest the spirit of Ubuntu at the border posts where our guests get the first impression of our mother land.
THANK YOU
