Recipe for Success
- Client: South African Tourism
- Date: 2009-2010
- Magellan Award Winner
On behalf of South African Tourism, we launched Recipe for Success, an innovative tourism marketing initiative designed to identify trade partners for their six Joint Marketing Agreements for the fiscal year 2009/2010.
The Portfolio Marketing Group was awarded The Silver 2010 Travel Weekly Magellan Award in the Travel Destinations segment for it's Recipe For Success campaign.
SAT wished to invite their top trade partners to submit creative proposals for a marketing campaign designed to promote South Africa as a premier leisure destination, and tying into one of their two existing consumer campaigns, Food, Wine & South African Tales, or Adventurers Wanted.
The PM Group designed a special invitation kit comprised of an SAT branded biscuit tin with a letter from the president of SAT North America; an apron embroidered with the SAT logo; a glossy, four color brochure explaining the contest rules; and a faux check in the amount of $25,000, personalized for each tour operator.