Design brief

Sunbird Hotel Group

A hidden jewel in the heart of Africa, Malawi has recently seen a downturn in terms of tourism from its most southerly neighbour on the continent. This is mostly due to an opening up of travel and industry within the SADC that has offered cheaper flights and different tourist destinations to those of the early 1990s.

Sunbird Tourism, a hotel group within Malawi approached Wetpaint with the task of building the profile not only of the hotels themselves but of the destination as a whole. After a week-long fact finding mission in the heart of Africa’s emerald treasure our team developed a creative campaign inspired by the wide open skies and the welcoming smiles of its people. Awash with the bright colours of its people and landscape the artwork truly captured the beautiful nature of this placid place.

The campaign was launched online through a variety of innovative new media delivery platforms as well as a vigorously reported pay per click advertising system that delivered more views through a complex series of algorithms designed to get more out of the client’s budget. A complete website revamp along with a targeted PR campaign produced spectacular results and the uptake in bookings has encouraged the client to proceed with phase two of the launch being a mass consumer drive in 2012.

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