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.”