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.
