This September, South African Tourism will be launching its most innovative out of home campaign yet across five major UK cities, inspiring holidaymakers to visit South Africa by creating personalized trips from their subconscious preferences. Using the latest brain-reading technology, the immersive experience will determine each user’s unique travelling style and personality profile – such as authentic adventurer, culture junkie or urban nomad – to create their ideal South Africa itinerary.
Visiting Kingston (7th–9th September), Birmingham (14th-16th September), Cardiff (21st-23rd September), Glasgow (28th-30th September) and Manchester (5th-7th October), the ‘Discover YOUR South Africa’ sensory experience will use EEG-reading technology to record the electrical activity in participants’ brains as they walk through a series of rooms that showcase the destination’s scenery, food & wine, culture, city life and wildlife highlights. Each participant will be exposed to a range of visuals, sounds, smells and tasting opportunities in each room that will stimulate their senses and emotions. Using the information gathered from these visceral reactions, the experience will determine their traveler profile and generate a personalized itinerary that best matches their results.
At the end of the activity, participants can discuss their results and any queries with specialists from Trailfinders and Virgin Atlantic who will also be able to build and book their personalized itinerary on site.
Tolene Van der Merwe, Hub Head UK & Ireland for South African Tourism, said: “We are excited to reveal our most innovative campaign to date which will give consumers a real flavor of our beautiful country. We are proven leaders in using the latest technology to showcase South Africa to consumers and the travel trade, having been the first Destination Marketing Organization to use Oculus Rift virtual reality technology back in 2015. Our Discover YOUR South Africa campaign goes one step further in creating a truly sensorial form of virtual reality and we are the first Destination Marketing Organization to use this technology as a communication tool. Given the UK market’s importance as the biggest source of international arrivals into South Africa, we wanted to give British consumers this unique chance to immerse themselves in an array of wonderful experiences which make South Africa such a fantastic holiday destination – and help them to design their trip-of-a-lifetime.”