South African Airways
- Campaign name
- Capture South Africa
- Campaign type
- Photo contest
About this Campaign
South African Airways launched their photo competition ‘Capture South Africa’ in July 2013, which was advertised at check-in desks and through social media sites. The campaign asked fans to share the beauty of South Africa, through the categories 'people' and 'landscape'. .
The votes decided the top 10 and the best two photos were chosen by SAA to win a pair of tickets on South African Airways between the UK and South Africa! Data capture and user generated content were the main motivators for SAA to run the campaign and they were delighted by its outcome.
The campaign was a resounding success with 2403 photos entered directly via the microsite and a massive 4538 votes to create the short-list. The microsite attracted a huge amount of traffic with over 36,000 visitors over four months and 12,000 page likes. Some of the photos submitted were so fantastic, SAA decided to publish them in their own in-flight magazine.
The highly successful social integration saw 47% of unique visitors share the competition on their social channels. As a result we saw a 400% increase in entries from our last online competition and photos submitted from 188 countries and territories.
Nikki Emmans - Head of Online Marketing