Meet Secret Adventures
South Africa

The challenge

Inspire travellers to discover all the hidden gems South Africa has to offer, meet the most authentic and off-the-tracks South Africa and drive tourism.


  • Increase inspiration
  • Raise awareness
  • Generate bookings

The strategy and the tactic

Our concept “Meet Secret Adventures” was created to not only highlight what the country is usually known for but also introduce all the hidden gems and authentic experiences available. This concept was then developed across six content pillars, created to showcase the breadth of experiences.

Our campaign strategy was conveyed through new editorial content. We created a unique itinerary of locations for each pillar and flew our film crew and our 3 secret ambassadors to South Africa for 2 weeks to produce the original video content. Then, the campaign was promoted by engaging traffic drivers.

Services Provided

  • Influencer marketing
  • Content production
  • Travelpad
  • Social media
  • Media activation

The results

  • over 12.9M

  • over 45.7M

  • over 41.3M
    page views

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