Sun International launches digital brand awareness campaign

16 Jul 2012

Sun International together with their digital agency filmed a series of experiences especially targeted at African based consumers. The campaign centres around a secret agent played by Ghana actor and model, Lentei Bannerman who is on the search for the key to Sun International's Million Thrills. The key is a metaphor for the group's online booking engine.

An interactive YouTube video was chosen as the best medium to execute the concept. The video was filmed on location at Sun City Resort, The Royal Livingstone Hotel in Zambia, the Table Bay Hotel in Cape Town and the Federal Palace in Nigeria.

The digital campaign introduces Sun International's iconic hotels in four short films following the travel experiences of the secret agent and an engaging cast of fictional characters and real life staff members, providing users with an imaginative and thrilling experience.

Increasing brand equity

The objective of the digital campaign was to increase brand equity in Africa and drive reservations. "We are always looking at new ways to engage with our consumers in order to showcase the different experiences they will enjoy at our resorts. Interaction was imperative as we wanted the consumer to drive his or her own experience and not to feel obligated. It's a long video and this way they can choose when they want to continue or end the engagement," says Mbali Mngomezulu, international sales and marketing manager Africa for Sun International.

Driving traffic

The digital campaign is supported by a display ad campaign, YouTube PYV campaign and tactical PPC campaign to drive traffic to both the video and the booking engine directly.

"The YouTube campaign was aimed at the 25 to 40 age bracket, and the aim was to reinvent our product offerings to established clients so that they could feel proud that they had actually been to one of our resorts. The campaign starts with a teaser were viewers can see the trailer that leads up to the 4 part video," says Sun International's digital marketing manager, Ronel Du Preez, "whilst many of our properties, such as Sun City and The Table Bay are well known in their own right, through this campaign we also wanted to increase awareness of the name behind these properties with customers both present and future.

Each Sun International property has a character and style of its own and the videos connect our guests with the culture and lifestyle of each destination. These videos bring that world to life," says Du Preez.

"Africa based tourists to South Africa are growing and this market has shown significant growth, which is why the campaign is especially targeted at African consumers. These real experiences take viewers on a journey of discovery, igniting their curiosity," says Mngomezulu.