Register: Free To Be Destination SA Campaign

SATSA launches its Free To Be destination campaign this July, run under the auspices of SATSA’s new Marketing Advisory Committee which is the result of a mandate from members at SATSA’s 2022 Conference to extend the organisation’s activities in a marketing and sales space.

Says David Frost, CEO SATSA: “The #FreeToBe campaign is aimed at aligning stakeholders in South Africa’s tourism industry behind one message – South Africa is open, free and fun in a post-pandemic era.

“It leverages the business-to-consumer marketing and communications platforms of tourism stakeholders which sell and market destination South Africa, providing a clear single message, trade toolkit and several marketing tactics that deliver visibility for the destination.”

Anybody involved in selling and marketing destination South Africa can get behind #FreeToBe, which comprises four key tactics:

  • Creation of a visual Digital Asset hub
  • Social Media User-Generated Content campaign​
  • Media and Trade Familiarisations​
  • Trade Toolkit​

Industry stakeholders can leverage any or all of the activities and tactics at no cost, other than their time simply by indicating their interest.  These include, among others:

  1. Join SATSA for a virtual briefing on 27 July at 16h00 – Register HERE
  2. Complete SATSA’s survey to indicate your desired level of involvement
  3. Identify stakeholders / media / marketing representation in your network and approach to participate in campaign.​
  4. Nominate someone within your organisation to be the campaign point-person​
  5. Share any digital assets you have copyright over that speak to “Free To Be” on the Digital Assets hub SATSA will provide you and tag appropriately​
  6. Use the Trade Toolkit and hashtag #FreeToBe on your social media platforms​
  7. Find ways to link your destination, experience and product to the campaign hook: Free To Be.​

South Africa has one of the world’s most progressive constitutions allowing its people freedoms that aren’t enjoyed elsewhere in the world. We have a culture of openness, warmth and acceptance; our destination is a treasure trove of open-air, outdoor and adventure experiences; and we’re fun-loving and welcoming. Here guests can truly feel ‘free to be’ and this is something everyone in our tourism sector can get behind and promote. There’s great opportunity in aligning behind that one message,” Frost concludes.  


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