Cape Town Tourism has launched a new global campaign aimed at Millennials, blending virtual and real-life experiences. The game-style platform features Thabiso the Fearless Foodie, Storm the Nature Warrior, and Anathi the Urban Adventurer as virtual tour guides, leading users through short, vibrant videos showcasing the city's cultural attractions.
The 'Find Your Freedom' campaign, the biggest in Cape Town Tourism's 40-year history, is aimed at "purpose-seeking, adventure-driven, digitally savvy millennials", according to CEO Enver Duminy. It is the first of its kind in the travel industry and follows South Africa's first national tourism campaign since the coronavirus pandemic.
"It’s an interactive experience from start to finish. We can’t engage with Millennials like we have always done as brands and destinations," said Enver Duminy, CEO of Cape Town Tourism, at the campaign launch. "Posting on Facebook or advertising on TV may have worked with older Baby Boomers or Gen Xers, it won’t work with Millennials. We need to understand that this generation are truly digital natives and pioneers of the digital travel journey."
Virtual Game Tourism Campaigns
Cape Town Launches a Virtual Game for a New Tourism Campaign
Trend Themes
1. Virtual Tourism Campaigns - With the increase of virtual experiences due to the pandemic, the tourism industry can develop immersive and interactive virtual tourism campaigns to attract younger and digitally savvy generations.
2. Gamification of Tourism - Tourism companies can capitalize on gamification trends to create immersive and interactive experiences, attracting younger generations who are drawn to gaming and interactive platforms.
3. Purpose-driven Tourism - Tourism companies should focus on the younger, purpose-driven generations and develop campaigns that offer immersive experiences that go beyond the traditional tourist approach, providing opportunities for authentic, local interactions and unique cultural experiences.
Industry Implications
1. Tourism - The tourism industry should engage younger, digitally savvy generations by developing immersive and interactive experiences, gamifying traditional tourist attractions, and offering authentic, local interactions and cultural experiences.
2. Marketing - Marketers should incorporate innovative virtual experiences and gamification elements into their campaigns to better capture the attention of younger generations who are digital natives.
3. Entertainment - As young generations are drawn towards gaming and interactive platforms, the entertainment industry should create immersive virtual experiences, including virtual tourism, in order to capitalize on these trends.