Our challenge, and in the end, success, was to consolidate this disconnected ecosystem into a single entry point - providing a unified brand experience. To do this, we needed to compete with the online ecommerce marketplace and go beyond the models offered by other online travel resources like Google, Trip Advisor and Expedia by finding our niche. Through extensive research, planning and interviews, we found that the most effective approach was to focus our role on inspiring and exciting potential travellers while equipping trade partners to sell South Africa.
Solution
We created a single portal delivering contextually relevant content and user experience working together for the consumer, travel trade partners and South African Tourism’s operations worldwide.
