Mega Incentive – Mega Lekker Escape To South Africa!
Mega Lekker Escape was a unique initiative which hosted 90 travel agents from Australia and New Zealand who experienced the best of South Africa on nine simultaneous familiarisation trips across the country. The event culminated in a two-day training event at the stunning Sun City Resort, attended by 130 delegates including South African property operators.
The Challenge
It was time to flip the scenario and instead of bringing South Africa to the Travel Agents in ANZ, we were tasked to take 90 travel agents to South Africa to experience South Africa in person with the intent that first-hand experience will build confidence in selling the destination with more confidence, knowledge and passion and therefore ultimately increase the conversion of travel to the country.
And thus, MEGA LEKKER ESCAPE was born!
How we made it happen
The 90 travel agents were split into 9 groups experiencing unique itineraries from one another. The 7-day famil itineraries included visits to key destinations such as Cape Town, Durban, and other scenic locations. Participants engaged in various activities such as wine tastings, wildlife safaris, cultural tours, and adventure experiences to showcase the diversity of offerings in South Africa.
On the 8th day, the famil group congregated at the Palace of the Lost City – Sun City Resort in Rustenburg for two days of mega lekker activities including:
- Welcome packs with South African beaded lanyards and bracelet. These handmade beadworks directly supported impoverished rural women of South Africa.
- 1 on 1 meetings with the local South African Operators (venue & lodge representatives) and the ANZ wholesalers to provide valuable insights into South Africa’s range of accommodations and destination attractions. There were 24 operators, 9 wholesalers & 117 meetings held across 2 x days. Participants gained in-depth knowledge that they could leverage in promoting South Africa as a desirable travel destination.
- The guests enjoyed an unforgettable night of trivia, fun and learning, hosted by stand-up comedian Bongani Dube as they enjoyed South African food and wine. The night was set in a Boma – a traditional African outdoor gathering place – which was lit up with lanterns and laughter. The trivia game showcased and quizzed the trade on South African experiences (many of which they would have enjoyed or learnt about in their famil travels) The event was made even more special with traditional South African music by the Afro Divas.
- We sent 90 Travel agents and media into the Pilanesberg National Park for a two-hour game drive. With all groups experiencing private game reserves on their famils, the objective was to showcase the difference between public and private game reserves. Highlights included spotting rhinos, elephants and hippos out of water!
- A site inspection with a difference!! In place of a standard site inspection, agents and media competed in groups in an Amazing Race around Sun City Resort to learn more about the venue’s offering as a leisure destination. The winning team were rewarded with native cream liqueur of South Africa – Amarula!
- The event culminated with the ‘Presentation Evening’, a fun and informative night where agents took to the stage along with the wholesalers and South African Operators to share their ‘My South Africa Story’ 1 minute video which was a summary of their famil itinerary highlights . The evening was hosted by the talented comedian and actress, Celeste Ntuli, and the Drumming Guys kept us entertained with their traditional drumming and dancing performance. Delicious South African cuisine and wine was served and local DJ Thasibo had guests on the dancefloor moving to upbeat South African vibes.
Results and impact
The inaugural Mega Lekker Escape received overwhelmingly positive feedback and was deemed a resounding success by participants and stakeholders alike. Travel agents and media professionals were impressed by the hospitality, attractions, and experiences offered during the program. The hands-on experience allowed them to create compelling narratives and content to market South Africa effectively.
The exposure generated through media coverage, social media posts, and participant testimonials significantly boosted South Africa’s visibility as a top travel destination. The program’s success led to immediate new inquiries and confirmed bookings to South Africa.
Survey Results included:
- How did you rate the overall mega lekker escape – 96% rated 8-10 out of 10
- Now you have been to South Africa how likely are to recommend to friends and clients 100% rated between 8-10 /10
- How likely are you to book with the wholesaler you travelled with 97% rated between 9-10 /10
Lessons learned
The Mega Lekker Escape highlighted the power of experiential marketing and firsthand experiences in promoting tourism destinations. By immersing participants in the destination’s culture, natural beauty, and hospitality, South African Tourism successfully showcased the unique value proposition of South Africa.
