Africa Travel WeekIt is with great pleasure that WTM Africa can finally announce the winner of the Reigniting Africa Travel & Tourism Award. First prize goes to andBeyond, with Cape Nature scooping second place and The Art of Penguin Conservation receiving an honourable mention.
andBeyond’s inspirational campaign, WILDwatch Live Safaris, was established during the COVID pandemic in conjunction with wildlife broadcasting experts, WildEarth. The campaign saw andBeyond live stream twice a day with three-hour virtual safaris to keep Africa alive in the minds and hearts of travellers across the world. andBeyond guides were empowered and trained to share their passion for wildlife and conservation live on camera.
“Through the Reigniting Africa Awards, WTM Africa was on the lookout for authentic and creative story-driven consumer or trade campaigns that brought Africa to life during lockdown. andBeyond’s WILDwatch Live Safaris ticked all the boxes and wowed the jury.
The campaign was beautifully executed through a variety of content types and truly kept the magic of African safaris and the African landscape alive. It also proved to be an incredible way to raise much-needed funding for worthwhile conservation initiatives,” says Megan Oberholzer, Portfolio Director: Travel, Tourism and Creative Industries at Reed Exhibitions.
Runner-up, CapeNature, who executed the #NatureStaycation campaign encouraged local travellers to explore their own country. Keeping South Africans excited about travel and reminding them of the beautiful local, open-air options they have for travel. The campaign highlighted the importance of environmentally-friendly and sustainable holidays.
“The judges absolutely loved the #NatureStaycation concept. In a time where travellers felt disoriented and confused about holiday options and possibilities, this campaign simplified travel and made the process feel safe and secure. It inspired confidence and clearly outlined wonderful opportunities for travellers,” says Oberholzer.
The Art of Penguin Conservation received an honourable mention not only for its conservation messaging, but also for the fact that the campaign focused on families and children – and created new brand ambassadors for South Africa as a destination.
The Art of Penguin Conservation’s campaign, designed in collaboration with Airbnb virtual experiences, provided insight and information about Cape Town and its endangered African penguins through live, interactive, online sessions. It offered engaging online lessons and an art class suitable for all ages at home during the lockdown.
“The judges were highly impressed by the quality of all the submissions received for this new and exciting award category. They were a true testimony to the passion, dedication and resilience of our incredible industry,” concludes Oberholzer.
Harold Goodwin
