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.