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The ttra Annual International Conference is the premier event in which the global community of practitioners and educators engaged in research, information management, and marketing in the travel, tourism and hospitality industries comes together to network and share best practices. Members in ttra represent a variety of segments from the greater international travel and tourism community, including educators, practitioners, research providers/consultants and users of research.
Thursday, June 22 • 13:15 - 13:30
ttra Talk: Sho't Left Campaign | Discussion TTRA: La campagne Sho't Left


Sho't Left, is one of the marketing campaign strategy of South Africa’s domestic tourism initiative. "Sho’t Left” is derived from everyday South African “taxi lingo”. A commuter wanting a ride to a destination close by will say “Sho’t left, driva” – meaning, I want to jump off just around the corner. Now In its fifth phase, the Sho't Left campaign is aimed at the youth market, married couples and independent workers and stretches to target visitors from neighboring countries Botswana and Mozambique to explore South Africa' adventure, entertainment, and nightlife.

With this, the paper examines the integration of social media marketing communications and brand strategy from the perspective of the destination marketing organization. The format and objectives of the Sho't Left campaign, as well as the factors that affect the effectiveness of tourism marketing communications, were also examined.

Qualitative case study methodology generated an understanding of the approach to DMOs’ marketing. Data was collected through purposive qualitative method and interview with DMO managers allows exploration of how online marketing strategies with the practice of social media used in destination branding processes and content analysis to analyze audience engagement to social media platforms.


Speakers
avatar for Adetola Elizabeth Oyewo

Adetola Elizabeth Oyewo

Consultant and Research Assistant, Brainstorm Trade and Travel Consult
Adetola Elizabeth Oyewo is a Consultant and Research Assistant for Brainstorm Trade and Travel Consult in South Africa. Her role involves enhancement of the tourist experience and data collection and analysis on tourism in South Africa. Adetola is involved in marketing South Africa... Read More →


Thursday June 22, 2017 13:15 - 13:30
Saint-Louis/Kent