MTV Africa Music Awards 2015
In April 2015, the so called ‘Xenophobic’ attacks broke out in Durban, South Africa spreading to selected parts of the country. The image of South Africa became very bad in Nigeria. Like always, the usual diplomatic brinkmanship between both countries crept in.
- To ensure positive word of mouth remarks and opinions about South Africa in Nigeria.
- To encourage Nigerians to travel to Durban and other cities in South Africa for leisure and other pursuits.
- To increase the LIKES and FOLLOW for the South African Tourism Nigeria specific social media handles – Facebook & Twitter.
The strategy for the campaign was using reputable media representatives and other Nigerians to tell fascinating stories about Durban and also give Nigerians the opportunity to experience the destination through winning an all-expense paid trip (Visa; flight; accommodation; feeding; ground transportation; MAMAs VIP ticket and destination experience).
4 radio stations (Beat FM; Classic FM; Cool FM and Rhythm FM) were selected to run a 2-week on air campaign because the main event (MAMAs) was a musical award.
All entries tagged #NigeriaMeetSouthAfrica trended on Nigeria twitterspace.
The 4 radio stations asked simple questions about Durban daily for 2-week online and on air. A handful of winners were picked daily. Each radio station had a live on air raffle at the end of the campaign to select a winner. 4 Nigerian winners emerged and travel alongside the OAPs – On Air Personalities of the radio stations to Durban for the MAMAs.
Two upper class magazines; Genevieve and Today’s Woman with a popular blogger were also hosted in Durban. Aside attending the MAMAs, all hosted guests also experienced various attractions in the city. Through social media, hosted winners and media told superb stories of Durban while there and after return to Nigeria.
Nigerians twitted glowingly about Durban to the tune of over 19 Million twitter impressions and 3 Million accounts reached for #NigeriaMeetSouthAfrica, with over 151 Million media reach.
More than 10,000 Nigerians applied for South Africa visa during the period.
SAT facebook increased by more than 21,000