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Visit South Africa: A Global Story Worth Telling
CHALLENGE
South Africa struggled with a perception of being expensive to visit, undeveloped, and potentially unwelcoming for African-American and LGBTQ travelers.
INSIGHT
Travel inspiration for minority group travelers is emotional, experiential, and needs a sense of familiarity and welcoming to combat hesitations.
STRATEGY
I built a storytelling framework highlighting South Africa’s landscapes, people, traditions, and hidden gems. The strategy focused on emotional resonance, cultural richness, and narrative depth, showcasing the country as a destination full of natural beauty, amazing humans, and deeply transformative experiences. The campaign was driven by the pairing of prominent African-American & LGBTQ influencers with famous and groundbreaking South African makers and creatives.
EXECUTION
Led content strategy and storytelling for digital campaigns
Crafted narratives emphasizing culture, wildlife, heritage sites, and local traditions
Developed social-first content for Instagram, Facebook, and video placements
Collaborated with creative teams to shape visuals, copy, and destination highlights
Ensured content aligned with global tourism trends and seasonal travel behaviors
RESULTS
Award-winning content recognized across the tourism industry
Increased engagement and improved perception of South Africa as a premier global destination
Strengthened emotional connection and travel inspiration among U.S. audiences
AWARDS
HSMAI Gold Adrian Award — Digital Marketing
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