South African Tourism where looking to engage and inspire affluent long haul travel audiences in the UK on the diverse varied range of travel experiences on offer in South Africa.

In addition to educating audiences with destination content, SAT’s objective was also to turn inspiration to action by audiences to browse itineraries provided by BA Holidays as a Call to Action partner.


In response to the brief we created an integrated digital content campaign entitled “The Soul of South Africa.

The Soul of South Africa campaign focussed on the creation of original editorial content covering a range of experiences that showcased South Africa as more than just a leader in terms of wildlife and safari, but also a varied and exciting destination for a wide range of experiences including cultural and city-life experiences, scenary, coastal experiences and active adventure.

The content was presented as short-form snackable features covering experiences in each category, accompanied by rich imagery and video.

Throughout each feature, readers were given top tips on where to stay and how to get there with links to the BA Holidays South Africa booking pages, to make booking a trip easy and practical.

The inspirational content and British Airways itineraries were delivered to premium audiences at scale through a responsively designed, ad served lightbox hub.

The Lightbox Content Hub was then amplified delivered to key audiences at scale using a range of digital targeting strategies including across selected premium travel sites as well as using data prospecting targeting long haul and African travel intender audiences. Audience data targeting was refined throughout to ensure the campaign interactions and arrivals to BA Holidays reached and exceeded targets. In addition to the delivery of programmatic display the campaign content and BA Holidays messaging was also delivered to curated social audiences using image slide show and carousel formats on facebook and instagram.

The Soul of South Africa Lightbox hub was fully tagged with audience capture pixels enabling us to capture a growing and refining pool of “South Africa Travel Engagers” who had chosen to view the content. This data pool was then re-targeted with tactical, BA Holidays itinerary messaging, driving audiences through to the BA Holidays South Africa page to book.


The Soul of South Africa campaign was highly successful in achieving its KPIs

Total impressions target was achieved, delivering 11.6 million impressions (against the target of 9m)

The Soul of South Africa content delivered within the Lightbox content hub was highly successful in reach and engaging audiences as well as driving qualified traffic to British Airways

Total impressions delivery exceeded 11million against the KPI of 9million

Combined reach in excess of 4million affluent long haul travel intenders

Average dwell times over 2 minutes

Interaction rates were 1.24% against our KPI of 1%

The Lightbox content hub received more than 45,000 engaged users viewing and interacting with the content

The paid social activity delivered reach of 1.9million on facebook and Instagram users with more than 3,000 interactions

Overall traffic to the British Airways Holidays South Africa page increased by 9,400 arrival over the campaign period.