Most tourism brands are gifted with big media and productions budgets. We didn't have that luxury. But we did have a beautiful city we wanted to share with tourists around the world. We needed to find a way of sharing all this amazing content without having to spend too much on content creation and media.

So we used the place where people already share their holidays: Facebook. Our Idea was simple, Send your Facebook profile to Cape Town and you could win the trip for real. Through a Facebook application, Facebook users could send their profiles on a virtual tailor made holiday and for 5 days, status updates, photos and video posts automatically landed in their timelines

Without any media spend, Facebook users from around the world became our channels and stations for spreading Cape Town.

We created Facebook ads that showed Facebook users all the things their profiles could get up to in Cape Town. These ads then drove them to our Facebook App, where they could then start their tailor-made 5-day Cape Town holiday. We created online content that showed default Facebook profile pictures exploring Cape Town.

We shot over 150 POV videos, wrote over 400 first person status updates, and took over 10 000 authentic holiday snaps that made people and their Facebook friends feel like they were actually in Cape Town. Each day they received this content on their timelines, exposing them to all the amazing things their Facebook profiles got up to in Cape Town.

We created direct mail in the form of real gifts from the places their profile had visited. Finally, a few lucky winners got to experience their Facebook profile's holiday for themselves.

Cape Town received a 4% increase in Tourism over the festive season.

Next year’s bookings for holidays in Cape Town are up by 118%.

Table Mountain reported a record number of visitors.

Over 350 000 people engaged with the campaign.

Over 580 000 impressions were generated on Facebook alone.

Over 44 000 friends were invited to send their Facebook profiles to Cape Town.