Turning South Africa into a ‘bucket list’ destination
When Expedia, in partnership with South African Tourism, came to Hogarth to originate a creative video campaign promoting South Africa as a ‘bucket list’ destination for millennial travellers from across 12 different markets across Europe, the US and Asia, we jumped at the chance.
The celebration of personal experiences is what makes Expedia special. We wanted to present an experience that felt immersive and authentic, and put locals at the centre of our concept to tell an engaging story capturing the heart of South Africa.
Working closely with our offices in Hogarth South Africa, we put together a crew to bring the idea to life, covering over 20 locations across the country, including Johannesburg, Cape Town and Kruger National Park, in just 9 days. Our team even built a custom helmet camera rig to capture those authentic first-person shots.
Hogarth was involved at every stage of production, from creative ideation, primary production, post-production, and delivery across multiple channels in different languages, including a video campaign across a microsite and a wide number of social media channels.