Building Awareness in the North American Market
Durban Case Study

North Americans traveling to Africa look forward to experiencing authentic culture and share once-in-a-lifetime activities. South Africa is a popular destination for American tourists, yet packaged itineraries typically included only Johannesburg, Cape Town, and Kruger National Park. When the South African city of Durban decided to expand its reach into North American markets, its leadership team sought a partner agency with global experience in marketing, public relations, and event planning, and trusted relationships with key North American travel agents and tour operators. PTG Consulting was contracted to build awareness of Durban among media, travel trade, and consumers in North America.

PR & Media Relations
Travel Trade & Product Development (Tourism)
The Solution
PTG Consulting created and implemented a strategic integrated marketing plan across travel trade and media channels to introduce Durban as a multi-faceted, must-visit destination that should be included on all South African travel itineraries. PTG Consulting capitalized on Durban’s position as the gateway to the Zulu Kingdom and some of South Africa’s most authentic cultural, wildlife, and adventure experiences, while showcasing the destination’s upscale beach offerings as ideal options for post-safari relaxation before heading home.
The Results
Secured inclusion on “Fodor’s Go List” of the top destinations to visit in 2018
Secured 992 media placements that generated 506,163,317 impressions and an advertising value of $85,479,229 for a public relations ROI of 1,015:1
Assisted local receptive operators in creating new product tailor-made for the North American market, effectively resulting in the travel trade adding Durban to more than 75 travel packages targeting the North American market
Hosted 29 top travel trade and media on dedicated group and individual FAM with itineraries that focused on Durban with several days of activities in the Zulu Kingdom
Hosted a culinary media event with 13 travel writers, editors, influencers, and producers in the key market of New York City
Educated more than 150 travel agents and tour operators on the destination by hosting three webinars and participating in roadshows, conferences, and one-on-one meetings
Worked with three airline partners to implement a net rate program with Qatar Airways, Ethiopian Airlines, and Turkish Airways for tour operators selling Durban
Organized, managed, and facilitated two stakeholder meetings to educate tourism board constituents
Won silver in Travel Weekly’s Magellan Awards in the destination marketing category for the 2016-2017 campaign introduction Durban to the North American market
Public Relations ROI
Articles published
506 million
Impressions generated from articles
New travel trade packages including Durban
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