
2023
Khanyisa! Let your story shine
WATCH THE VIDEO
TOURISM PRODUCTS Promotional film
Synopsis
The COVID-19 pandemic put Africa’s Travel Indaba Trade Show in 2020 and 2021 on hold. After a 2-year hiatus, 2022 saw the return of Africa’s biggest travel and trade show in Durban, KwaZulu-Natal. The South African Tourism sector has suffered immense financial loss due to the pandemic. Prior to the pandemic international arrivals averaged between 12-15,000,000 per annum, compared to 1,500,000 in June 2021. The tourism value chain (product) relies heavily on international arrivals for its sustained survival. The challenge was to mobilise the travel sector, to create excitement around the return of the trade show, to boost attendance and encourage meeting in person, despite being in a state of economic recovery. The objective was to provide an anchor asset which was to act as a rallying call for attendance and participation, for the opening and entire duration of the 4 day event. The narrative around “Khanyisa! Let your story shine” was to recognise the devastating impact of the pandemic on the sector, and acknowledge that everyone had a story to share. Africa’s Travel Indaba is Africa’s premier leisure trade and travel platform for international travel to the continent. With hundreds of global travel buyers and exhibitors holding up to 10 000 meetings to boost demand and sales for destination, South Africa, Given the perils of the pandemic on businesses, there was much to share. Storytelling has long been associated with the allure of the continent and the use of a national icon became a fitting ode to an entrenched tradeshow. “Khanyisa! Let your story shine” became the anchor and thread to all communications and provided the perfect creative platform for extensive asset development, boosting interest and talkability with key audiences. Taking from the insight of a depleted tourism sector, and the recognition of loss in terms of life, skills and businesses, the sector has never before needed a rallying call like this before. The big idea was to embrace and encourage the stories to be told while celebrating the splendor the destination has to offer. Therefore the big idea was to tell the Africa’s Indaba story by bringing a manifesto to life in the form of a powerful piece named “Khanyisa! Let your story shine”. An event with the stature of Africa’s Travel Indaba needed a fitting national icon to perform an oration in tribute. We were honoured to have Lebo Mashile lend her vocal genius. Mashile’s powerful words sparked lightning in time with the driving polyrhythms composed by the maestro, Alun Richards, over flashes of unique images and moments of magic that the world is looking for and can only be found in Africa. At the opening ceremony, during the official welcome event dinner, and throughout the 4-day event, some 6 308 delegates attending Africa’s Travel Indaba watched the video. We hoped it would inspire them to see the value that shines here in Africa and the new stories we can write, together.
Country | South Africa |
Client |
N/A |
Production Company |
Demographica |
Agency | N/A |
Goals of the film
The COVID-19 pandemic put Africa’s Travel Indaba Trade Show in 2020 and 2021 on hold. After a 2-year hiatus, 2022 saw the return of Africa’s biggest travel and trade show in Durban, KwaZulu-Natal. The South African Tourism sector has suffered immense financial loss due to the pandemic. Prior to the pandemic international arrivals averaged between 12-15,000,000 per annum, compared to 1,500,000 in June 2021. The tourism value chain (product) relies heavily on international arrivals for its sustained survival. The challenge was to mobilise the travel sector, to create excitement around the return of the trade show, to boost attendance and encourage meeting in person, despite being in a state of economic recovery. The objective was to provide an anchor asset which was to act as a rallying call for attendance and participation, for the opening and entire duration of the 4 day event. The narrative around “Khanyisa! Let your story shine” was to recognise the devastating impact of the pandemic on the sector, and acknowledge that everyone had a story to share.
Target Group
Buyers, exhibitors, media, local tourism value chain partners, global tour and travel operators, and local and global tourism stakeholders.