Page 54 - TKZN Annual Report 2023/2024

awareness of the diversity of tourist offerings in the province, and the destination content was executed on the Tourism KZN Website, featuring, “KZN must do experiences” and day tours.
Summer Campaign
The “Summer in KZN” campaign was rolled out with engaging content and vibrant visuals that highlighted KZN’s pristine beaches and outdoor activities. This campaign focused on beach tourism, water sports and family-friendly events, drawing both newcomers and repeat visitors to the province. A roll-out marketing plan was executed, through a television, radio and billboard campaign.
Easter Campaign
”Our “Easter Getaway in KZN” campaign emphasized the diverse experiences available during the Easter holidays, such as wildlife safaris, cultural festivals and heritage tours. Special packages and discounts were promoted in partnership with local tour operators to attract families and holidaymakers. The event attracted 70 000 visitors and over 350 exhibitors. Tourism KZN hosted a happy hour Q & A, competition, 360 degrees camera video, destination quiz and interaction prize giveaway supplied by Ezemvelo KZN Wildlife. Tourism KZN achieved direct interaction with over 500 consumers.
Consumer Shows
Tourism KZN had a strong presence at various consumer shows across South Africa, aimed at raising awareness and enticing domestic travellers:
MTN Bushfire (May and June 2023)
The MTN Bushfire is Africa’s biggest arts, culture and music show. The event in eEswatini was attended by over 30,000 people. Tourism KZN activation was through practical engagement in creating pre-event demand through publicity, hype during the event and how to maintain KZN as a must visit destination especially during the upcoming winter season and beyond. This included radio interviews (live and recorded) in different parts of eSwatini, culminating in television coverage and interactive activation area. The team on the ground engaged first hand with over 1 000 consumers.
Brand awareness was enhanced from the overall branding of the festival. For example, all marketing collateral comprised of the destination logo, including electronic platforms used to advertise and communicate Bushfire content. These are specific marketing tactics, and the main value proposition was to promote the newly launched direct flights from eSwatini to King Shaka Airport.
East Coast Radio House & Garden Show (July 2023)
Held in the city of Durban, this show provided an excellent platform for local stakeholders to come together and promote unique travel packages tailored to both residents and visitors.
Tourism KZN participated at the East Coast Radio House & Garden Show in efforts to maximise destination exposure within KZN. The event, which is KZN’s biggest consumer show, took place from 1-9 July 2023 at the Durban Exhibition Centre. Tourism KZN partnered with Ezemvelo KZN Wildlife to promote the destination.
From 1-6 July TKZN focused on information dissemination and running hourly competitions to engage with thousands of consumers who came to the event. From 7-9 July the format included destination activation with photo booth, and interactive games. The show had a record-breaking crowd of over 10 000 people in attendance over the nine days with at least 2 500 of the guests interacting with the TKZN stand. The attendants were mainly looking for information about the destination, trade specials and enquired about the rhino card renewal with Ezemvelo KZN Wildlife.
The Rand Show (March 2024)
The Rand Show caters for the whole family with fun activities and shopping experiences. The event attracted over 350 000 visitors. Tourism KZN hosted an activation using a variety of games suited for kids and adults, promoted Zulu culture through the 360 degrees video system and ran destination competitions. Direct interaction with 300 consumers was achieved. Tourism KZN took proactive steps to strengthen relationships with our tourism trade partners and local communities through the following initiatives:
52 TOURISM KWAZULU-NATAL ANNUAL REPORT 2023/2024