Soweto Wine Festival's #72hrsSoweto Campaign

by on 01.10.2015

Destinate was recently approached by the Soweto Wine Festival to host a destination marketing campaign during the 11th annual Soweto Wine Festival. Working with nine top influencers including bloggers, Instagrammers, digital storytellers and local Sowetan movers and shakers, the #72hrsSoweto campaign had an Advertising Value Equivalent of R2.2 million on social media alone, with a reach of around 9.9 million people.

The Campaign

Our aim was to position Soweto as Africa’s most exciting neighbourhood, with the key messaging being “and it’s right on your doorstep”. Through the #72hrsSoweto campaign we aimed to expose South Africans and Africans to the vibrant scene in Soweto - the street art, design and culture of the destination, using the wine festival to promote Soweto and introduce visitors to Soweto and Soweto to wine.

We invited top local influencers to experience 72 hours in Soweto (#72hrsSoweto) during the Soweto Wine and Lifestyle Festival, in order to experience Soweto as a destination. We arranged for them to meet locals, check out the street art, fashion and theatre scene in Soweto, as well as attending the Soweto Wine and Lifestyle Festival. They also had the opportunity to experience a few bars and restaurants as well as a few of Soweto's hottest nightlife spots.

The campaign, managed by Destinate in association with Gauteng Tourism and Flow, formed part of South African Tourism’s official tourism month programme.

Working with Influencers

Destinate identified and invited ifluencers to be part of the campaign and provided them with the relevant collateral to use in a pre-event post (either on their blogs or on social media). During the event they shared their experiences on social media. Part of the brief and influencer agreement included post-event coverage including a campaing video and stories about their experience, either on their blogs or social media.

The Influencers

1. Heather Mason, 2Summers

www.2summers.net

2. Andy Carrie, Instagram

www.instagram.com/andycarrie_on

3. Natalie Roos for Destinate, Tails of a Mermaid

www.tailsofamermaid.com

4. Kate Els, IndiKate

www.indikate.net

5. I See A Different You, Instagram

www.instagram.com/iseeadifferentyou

6. Hussain van Roos, Fixin Diaries

www.fixindiaries.co.za

7. Sifiso Dlangamanga, Locrate Market

www.locratemarket.co.za

The Itinerary

The itinerary included a range of Soweto-centric activities, which were arranged by our on-the-ground and in-the-know team of locals. 

A few of the highlights included:

  • Welcome drinks at Morora Wine Emporium, Soweto's only wine shop, owned by festival co-founder Mnikelo Mangciphu with local influencers
  • Dinner and music at Lebo's backpackers, with music, firepits and locals
  • A visit to the Sibahle Community Center to see the work the organisation is doing
  • Lunch and a trip to the top at the Soweto Towers
  • A morning in Pimville with the guys from I See A Different You to check out the local fashion scene and take some pics at the best spots around town
  • An evening at the Soweto Wine Festival opening ceremony
  • A cycle ride through Pimville with the team from Fixin Diaries to hear the story of how they got started

The Stories 

Announcement posts shared by the bloggers pre-campaign:

2Summers: www.2summers.net/2015/09/01/72-hours-in-soweto

Tails of a Mermaid: www.tailsofamermaid.com/2015/08/soweto-wine-festival-2015.html

IndiKate: www.indikate.net/2015/08/raise-your-glasses-for-sowetos-wine-revolution

Images from the campaign:

 

Well, Soweto has been pretty awesome so far! So stoked to be on this trip with @sowetowinefestival. #72hrsSoweto #SowetoWineFest #‎meetsouthafrica #‎WineRevolution #myhood #visitgauteng #geepeeshotleft

A photo posted by Andy Carrie (@andycarrie_on) on

 

This moment. I got to hang out with this little guy on our tour around Soweto with @fixindiaries. #72hrsSoweto

A photo posted by Andy Carrie (@andycarrie_on) on

 

The man and symbol of our democracy, Mandela, immortalised in stained glass at Regina Mundi. So incredibly beautiful.

A photo posted by Kate Els (@kate_els) on

 

It's time for #72hoursinSoweto. Excited to be spending time here for @sowetowinefestival and checking out @locratemarket too! This is the definitely different view from my room at Soweto Hotel.

A photo posted by Kate Els (@kate_els) on

 

Lunch time at Chaf Pozi at the Soweto Towers. It's finally the @sowetowinefestival weekend and things are looking very merry! #72hrsSoweto

A photo posted by Natalie Roos (@tailsofamermaid) on

 

We're cycling Soweto with @fixindiaries and I've basically never felt cooler. This bike gang is boss ��

A photo posted by Natalie Roos (@tailsofamermaid) on

 

THE URBAN VILLAGE TEARING IT UP AT #SOWETOWINEFESTIVAL - I THINK I'M IN LOVE. #72HRSSOWETO

A photo posted by KEENAN MULVANEY (@keenanmulvaney) on

 

STOPPING FOR PICS #72HRSSOWETO

A photo posted by KEENAN MULVANEY (@keenanmulvaney) on

 

These classic car enthusiasts, @kofifimovement, bring their classic cars to the @locratemarket market every month and wear vintage clothing to match. Today they're hanging out at the @sowetowinefestival. #72hrsSoweto #SowetoWineFest #visitgauteng #meetsouthafrica #myhood #classiccars #2summerscanon6d

A photo posted by Heather Mason (@2summers) on

 

Mnikelo Mangciphu, founder of the Morora Wine Emporium. Getting a great intro to the wine culture in Soweto. #makeportraits @sowetowinefestival #72hrsSoweto #SowetoWineFest #‎meetsouthafrica #‎WineRevolution #myhood #visitgauteng #geepeeshotleft

A photo posted by Heather Mason (@2summers) on

 

Pimville zone 4 #sowetowinefestival2015 #72hours photo by @kate_els����

A photo posted by I See A Different You (@iseeadifferentyou) on

 

Pimville Zone 4

A photo posted by I See A Different You (@iseeadifferentyou) on

 

These guys are taking back the streets, one bike at a time. Salute @fixindiaries and @hussainvanroos. #72hrsSoweto #sowetowinefest #myhood #geepeeshotleft #meetsouthafrica

A photo posted by Mariette Du Toit-Helmbold (@mariettedth) on

 

Music moves us, connects us, brings us together... #72hrsSoweto #sowetowinefest #geepeeshotleft #myhood #meetsouthafrica

A photo posted by Mariette Du Toit-Helmbold (@mariettedth) on

Sep 3, 2015 at 2:33pm PDT

Stories from the campaign will continue to unfold as the influencers reflect and share their experiences.

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