South Africa seeks digital help to combat 'negative perceptions'

South African Tourism (SAT) is hunting for digital support as it seeks to overturn 'negative perception' in the UK.

Negative image: South Africa (Credit: Gerald Garner)
Negative image: South Africa (Credit: Gerald Garner)

Work thought to be worth six figures is up for grabs as the tourism organisation tenders for an agency to help with its online efforts, including social media work.

The tender document, seen by PRWeek, stated SAT was ‘facing challenges’ in the form of ‘negative perception’.

‘Consumer insights show that South Africa does not stand for one clear thing in the minds of UK travellers,’it added.

SAT is considering how best to brand the country, as well as developing a ‘multi-year’ comms strategy. Under the new brief, an agency will work alongside retained PR agency Kallaway.

The brief will involve running social media campaigns to support offline work, as well as assisting SAT’s attempts to change perceptions.

These efforts, the document reveals, will include a focus on wealthier, experienced international travellers and ‘wanderlusters’ – people aged between 25 and 40 without children, looking for ‘nat-ure, culture and adventure’.

The successful agency will also develop mobile apps and the SAT website. 

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