South African Tourism Germany has responded to the online travel behaviour of Germans by implementing a hashtag campaign in 2015/16 that encourages German travellers to share their special South African moments.
According to SA Tourism Germany, Germans spend up to 15 hours on the Internet researching their next holiday, while every third German uses travel blogs to gather further insider tips about a destination. Apart from blogs, review sites and online travel wikis, social media networks such as Facebook, Instagram and Twitter play an integral part when it comes to inspiration, decision-making and information gathering for a holiday destination. Social media postings before, during and after holidays have become an increasingly important way to share holiday experiences across all age groups and to inspire others.
The #DeinSuedafrika Hashtag-Barometer campaign promotes the online dialogue about South Africa and its offerings for tourists by promoting the hashtag #DeinSuedafrika. People are encouraged to use the hashtag via Instagram, Twitter, the SA Tourism Facebook page (www.facebook.com/suedafrikaerleben) and the German SA Tourism website, to share their best South African experiences and tips. Attractive prizes throughout the year multiply people’s engagement.
On August 27, SA Tourism Germany also kicked off a four-week campaign with the popular German radio channel, bigFM, to create major buzz for #DeinSuedafrika and South Africa as a holiday destination. Listeners are asked to participate in nine South African-themed challenges that highlight the variety and beauty the country has on offer. By showing their best ‘zebra look’, most imposing ‘lion face’ or their most authentic ‘braai selfie’, listeners are enrolled in a draw to win a once-in-a-lifetime trip to South Africa.
“With the #DeinSuedafrika Hashtag-Barometer campaign we are set to create a smashing and sustainable social buzz in Germany for South Africa as a preferred holiday destination. We want to tickle the curiosity of users for our rainbow nation and encourage them to no longer wait and, instead, explore South Africa now. I am very happy that our campaign has kicked off so tremendously. At the moment I can literally feel South Africa in Germany,” says Theresa Bay-Müller, South African Tourism Country Manager, Germany. “We are very proud to be first movers in this field and set standards for a new way of tourism marketing.”
In the first three months the campaign has generated a media value of more than €480 000 (R7.08 million).
