Durban Tourism

National Geographic
Campaign Summary 2013
NG & Durban International Campaign Summary
Partnership launched in April 2012 designed to encourage travel audiences to re-evaluate South African
cities and see Durban as a 21st Century relevant Liveable city. Over the next 2-3 years, National
Geographic is delivering an engaging campaign of relevant and impactful content delivered across multiple
global platforms to a curious, engaged audience of Global Travellers

TV Documentary: Digital Nomad:

The World in Two Cities: An hour Andrew Evans, Nat Geo Editor blogging
documentary hosted by Andrew Evans, on his travels through the city of
NatGeo editor, to share Durban
these two cities in more depth
with the viewer. Airing 6 x in
Nationalgeographic.com:
Europe & Asia and 2 x in US
Durban City Guide
Robust banner campaign
TV Vignettes:
Sounds of Durban 60 vignettes
Unique, engaging 60 visual
symphonies of the sounds of
Durban
Print Content
A Series of rich content pieces
focusing on Multi Culturalism,
Best of Durban Event :
Adventure & Urban Lifestyle
Hosted by NG and showcasing The
Unique Cover wrap of Durban
World In Two Cities documentary
World Beat editorial section
National Geographic
Digital Nomad
Digital Nomad in Durban
National Geographics Andrew Evans incredible 7 day journey
throughout Durban provided travellers with his experiences in
real-time through his blogs, twitter feed and facebook posts
giving followers the opportunity to share in his travels.

The program delivered major editorial coverage on a

variety of topics
NationalGeographic.com emphasized Durban in numerous
editorial promotions for Digital Nomad throughout the site.
The content remains on the Digital Nomad hub with
highlights of Andrews popular blog posts and videos:
nationalgeographic.com/digitalnomad/southafrica

Top Digital Nomad blog posts:

Durbanites1,455 Views, 78 Fb Likes, 64 Tweets,

2 Comments
My Cape Town Favorites1,270 Views, 55 Fb
Likes, 69 Tweets, 7 Comments
Beautiful Bo-Kaap1,237 views, 58 Fb Likes, 20
Tweets, 4 Comments
Durban: Robust editorial coverage

A dedicated editorial hub on NationalGeographic.com,

Digital Nomad produced major editorial coverage with
social media extension to include
Daily Blog Posts: 6 in-depth blog postings about Durban
by the end of his trip
Photo Galleries: 580+ images of Durban uploaded to
Twitter and NG.com
Videos: 3 videos uploaded on NG.com by the end of his
trip
Map: Tracking his journey with call-outs on each location
Durban: Robust editorial coverage

Dedicated website promotions throughout Andrews journey

also included homepage promotions throughout the site to
drive visitors to the Digital Nomad Durban hub with the
following:

April Newsletter more than 670k recipients

Travel & Cultures homepage
Traveler magazine
National Geographic.com homepage Editors Picks on
4/29, 4/30, 5/9, 5/10, 5/11
Travel & Cultures homepage
Intelligent Travel homepage
Featured in Top Picks for Travel across Travel site
Featured in bottom carousel across Travel site
Trip Ideas hub
Featured on pages relating to South Africa and Cape
Town content within the Travel site

Editorial Promotions on homepage

Durban: Social Media Promotions
NationalGeographic.com pushed out the Digital Nomad Durban journey via
facebook and twitterconsidered to be editorial promotions for this content.
Digital Nomad Durban was shared through the following over the course of
Andrews three-week journey:

Twitter:
@natgeotraveler (392,000 followers)
@natgeo (1.8 MM followers)
@natgeoPR (17,600 followers)
@natgeotraveler (10.5k followers)

Facebook:
1 post to Travel Facebook page (213k fans)
Top Post: Good Hope: 79 Likes, 12 Shares, 3 comments

0
Twitpic
Nationalgeographic.com: Editorial Content
This summer, to coincide with the launch of the
partnership with Durban Tourism,
nationalgeographic.com launched a city guide
dedicated to Durban. This is fresh new travel content
designed to encourage our audiences to find and
know more about the city of Durban.

Features include: articles, photo galleries, Durban Top

10 and Quizes. The content is highly visual and
interactive.

The content is exclusively sponsored by Durban

Tourism with sponsor logos and fixed ad placements
included

Average time spent on city guides content per user:

4mins 17 secs

Number of visits to date: 122,000

Durban City Guide: Photos & Quiz
Durban City Guide: Food & Top Ten
NationalGeogrpahic.Com
Promotional Activity
Durban City Guide Co branded Banners
Ad Units
160x600

To drive traffic to the City Guide and

emphasise the partnership with
Durban Tourism, we are running co
branded promotional units across
relevant content areas of the site.
Durban brand banners
Ad Units
300x250

Leaderboard Skyscraper

We have also created brand banners running in the

City Guides and other relevant areas; these push
traffic to durbanexperience.co.za
Over 11 million impressions, in total, delivered
National Geographic Channel
TV Activity
SHOWCASING DURBAN TO THE WORLD

Showcasing Durban as a modern 21st Century City and top travel destination.
NGC DOCUMENTARY
What is multiculturalism?
How does it happen?
Is it possible to find it nowadays?
Whats the unique spirit many cultures
together can create?

Aired on National Geographic Channel in

2013. 6 x airings in: UK, France, Germany, NL,
Africa, India, Australia. Plus 1 airing on both
NGC and NG Wild in US
 SHOWCASING DURBAN

Durban is a true African city. It has an African history, it has an African sole

I love the view on Victoria road, where you are standing on the street and you see a mosque,
but you also see a Catholic church, side-by-side, and then on the exact same block you have this
Indian market

These 3 things embody the city of Durban and it is the beauty of the city
DOCUMENTARY AMBASSADORS
DISTRIBUTION
NGC HOUSEHOLD DISTRIBUTION

Feed Distribution
UK 11,499,015
Continental Europe 7,422,784
France 2,980,706
Germany 3,929,352
Africa 4,003,535
USA 84,000,000

USA WILD 57,000,000

Australia 2,213,914
India 77,083,000

TOTAL REACH 250,132,306

* Household Distribution is total number of homes/hotels that have a subscription to NGC

DURBAN TOURISM VIGNETTES

Bespoke 60 vignette showcasing Durban as one of Africas top travel destinations

Markets: UK, France, Germany, Africa, Netherlands, Australia, India and US.

TV Activity full year: 2899 spots

Additional Promotion: Airing on Youtube, hosted on Durban Tourism website, activated through
NGMs new advertorials
DURBAN TOURISM VIGNETTE
Bespoke 60 vignette showcasing Durban as one of Africas top travel destinations.

FULL CAMPAIGN PT CONTRACTED: 882 FULL CAMPAIGN DT CONTRACTED: 1752

FULL CAMPAIGN PT DELIVERED: 1026 FULL CAMPAIGN DT DELIVERED: 1873
Over-delivery: 144 Over-delivery: 121

TOTAL BONUS SPOTS FOR DURBAN TOURISM AT VALUE OF $66,550

DOCUMENTARY LAUNCH

Aim & Objective: The Event at The National Geographic Store was designed to promote the launch of the
National Geographic 1-hour documentary The World In Two Cities and the partnership between National
Geographic and Durban Tourism. The aim and objectives of the event were to increase consumers awareness
of the documentary launch on National Geographic Channel and Durban itself, as a tourist destination,
encouraging consumers to re-evaluate the South African city of Durban and see it as a 21st Century relevant
Liveable city.

80+ VIP TRAVEL ATTENDEES

DOCUMENTARY LAUNCH EVENT
EVENT BRANDING CREATIVE
DOCUMENTARY LAUNCH EVENT

EVENT BRANDING IN SITU

DOCUMENTARY LAUNCH EVENT

EVENT PHOTOGRAPHY
DOCUMENTARY LAUNCH EVENT
ONLINE PRESS COVERAGE
National Geographic Magazine
Print Activity
National Geographic Print Activity
Series of rich content pieces focusing on key promotional themes for Durban: Multi Culturalism,
Adventure and Urban Lifestyle

Running across multiple editions of National Geographic magazine, in National Geographic

Traveler in the US and in our Chinese local language edition

Reaching over 24 million readers from August 2012 to date

National Geographic magazine: EMEA, India & Australia
Multi Culture
EMEA
On sale: August
Position: Pg 5 (Europe), C3 (Britain, Middle East, Africa)
Circulation : 580, 704
Total audience reach(per insertion): 3,207, 227
India
On sale: August
Position: C3
Circulation: 21, 226
Total audience reach(per insertion): 63,678
Australia
On Sale: September
Position: Pg 9
Circulation: 144,250
Total audience reach(per insertion): 889,000
National Geographic magazine: EMEA and India
Adventure
EMEA:
On sale: November
Position: Pg 19 (Europe, Middle East), C3 (Britain)
Edition Circulation : 580, 704
Total audience reach(per insertion): 3,207,227

India
On sale: November
Position: C3
Circulation: 21,226
Total audience reach(per insertion): 63,678

Source: ABC June 2012, EMS

2012, Roy Morgan 2011,
Publishers Statement
National Geographic magazine

NGM EMEA, India, Australia

In the May 2013 issue, to coincide with the first airings of the
World in Two Cities documentary, National Geographic print
activity is running, promoting the show and the South African
Cities campaign. On sale April 15.

Edition Circulation: 746,180;

Total audience: 4,159,905
 National Geographic Traveler: China

On sale: September, November, May

Position: TBC
Edition Circulation: 718,750
Total audience: 1,200,000
 National Geographic Traveler: US

Urban life piece in NGT in the US featured a QR code that enabled readers to download
the NGC Sounds of Durban short film

On sale: Dec/ Jan 2012

Edition Circulation: 715, 000
Total audience: 8,800,0000

Source: MRI 2011,

Publishers Statement
National Geographic magazine: Added Value

World Beat Section, International Edition

World Beat is an editorial section of the
magazine that showcases the special activities
of our partners. In the September 2012 and
March 2013 issues, we promoted the South
African Cities campaign.

On sale: August, February

Circulation: 1,000,000 x 2
Total audience reach: 9,000,000
RESEARCH
RESEARCH: Aims & Objectives
The Sounds of Durban campaign started in August 2012 across NG media platforms. Research was
conducted in September 2012 by both National Geographic Channel & National Geographic Magazine.
The key objectives of this research was to:

Establish general travel patterns and interests of NGC/NGM consumers

Develop insight into views of South Africa (with a focus on Durban) in particular as a tourist destination in
comparison to other areas/regions

Demonstrate insight into why Durban will benefit from a strong ad campaign

Establish ad awareness and opinions towards the campaign

Provide a benchmark for post campaign research to establish shift in opinions

RESEARCH: METHODOLOGY

Sample size 1200 people of whom:

71% took an international holiday in the last 12 months
67% intend taking an international holiday in the next 12
months
RESEARCH: METHODOLOGY
Research was conducted by independent research agency Research Now
Total Sample: 1,266 respondents in countries
Holiday inspiration

% of people being inspired to travel by

Travel related

Advertising

Features / documentaries

Fam and friends

0% 10% 20% 30%

40%
50%
Travel regions
Which of the following regions:

Have you been to on Are you considering for a Would you ever consider for
vacation in the past 3 years? vacation in the next 2 years? a vacation?

South Africa is far down the list of places NGC viewers have actually visited. 1 in 10 have previously taken a vacation there. In
terms of future aspirational travel though, it ranks significantly higher. Although only 16% are currently considering a future
vacation there, a notable 37% (more than a third) would ever consider it.
Attributes of South Africa
Of the following, which would you consider to be the most important attributes in deciding to visit
South Africa? (select no more than 5)
Asked amongst those who would consider/been on vacation/planning a future vacation

Natural beauty and wildlife are the biggest South African attractions for NGMI and NGT readers. NGT readers also
interested in culture and history
SOUTH AFRICA cities planning to visit
During a future vacation to South Africa, which cities would you like to visit for more
than a single day ?
Asked amongst those who would ever consider or are planning a vacation to South Africa
Awareness of S.A cities
How much do you know about what each of these cities has to offer vacationers?

All of the above cities would benefit from raising awareness to vacationers. Focussing on
Capetown, at present only 24% of the sample feel they are somewhat or very aware of what the city
has to offer vacationers. Only 16% had a decent level of awareness regarding Durban.
 Awareness of Durban
Thinking specifically of Durban regardless of how much you know, to what extent do you agree with the
following statements?

Awareness of what Durban has to offer is low; across all statements, an average of 43% respondents did not
know enough to rate. However 31% agree very/somewhat that it is an interesting place to visit. 29% feel it offers
diverse experience and 29% believe it offers outdoor adventures. Based on this, Durban would really benefit from
a strong promotional campaign.
RESEARCH: Durban

50 % of respondents claimed they knew nothing or

very little about the city of Durban

12% of respondents agreed that Durban would be

an interesting place to visit on holiday

10.6% of respondents strongly agreed that Durban

offers diverse experiences

8% of respondents strongly agreed that Durban

was a modern 21st century city

35% of respondents already recall seeing

promotional activity on Durban on TV

70% of respondents already recall seeing

promotional activity on Durban in print

36% of respondents already recall seeing

promotional activity on Durban online
SO WHAT DOES THIS MEAN?

We are targeting:

The right demographic: M/F (35-54)

Consumers who are passionate and interested in international travel

Consumers who want to go to South Africa

Consumers who are drawn to cities, beaches and coastlines

Consumers who are intrigued and attracted to Durban

Consumers who are receptive to promotional activity

However, these consumers:

Know very little about Durban

Do not realise Durban is a modern city

Do not know what experiences and activities Durban offers

APPENDIX
DURBAN TOURISM VIGNETTE
DURBAN TOURISM VIGNETTE
DURBAN TOURISM VIGNETTE
NGC: Global Distribution

GLOBAL Reaching over 382 million households

DISTRIBUTION in 163 countries and in 37 languages
NATIONAL GEOGRAPHIC CHANNEL
AMERICAS
US
EUROPE & AFRICA
CANADA
UK SWEDEN DENMARK
LATIN AMERICA
NORWAY SPAIN
PORTUGAL ITALY ASIA & MIDDLE EAST:
GERMANY FRANCE ASIA REGIONAL -TAIWAN
EASTERN EUROPE KOREA JAPAN - INDIA
POLAND ROMANIA HONG KONG - PHILIPPINES
RUSSIA TURKEY
CANADA: 5,067,786 BENELUX CZECH
CHINA PROGRAMMING
BLOCKS ABU DHABI
REPUBLIC BULGARIA
SERBIA GREECE- ESTONIA
CHINA:
N AMERICA: 71,158,000 EUROPE: 72,832,759 65,470,000

ASIA & ME:

SOUTH/ CENTRAL AFRICA: 3,645,305 118,710,128
AMERICA: 42,643,863
AUSTRALIA & NEW ZEALAND
AUSTRALIA
NEW ZEALAND

AUSTRALIA/NZ:
3,034,028
NGC Global Distribution Q2 2011
 NG Wild/HD: Global Distribution

GLOBAL NG WILD reaches over

DISTRIBUTION 103 million households
NG WILD
with 16 feeds across
131 countries
NG WILD: BENELUX FRANCE - UK ITALY
POLAND ROMANIA GERMANY REST OF
EUROPE
NGC HD: BENELUX BULGARIA CZECH
REPUBLIC DENMARK FRANCE
GERMANY HUNGARY ITALY NORWAY
ASIA & MIDDLE EAST: NG WILD
POLAND PORTUGAL RUSSIA SPAIN
ASIA REGIONAL HONG
SWEDEN TURKEY UK
KONG INDIA KOREA
TAIWAN NGC HD
HONG KONG INDIA
SINGAPORE TAIWAN
North America & Canada:
NG WILD: 51,177,000 EUROPE & AFRICA: APAC/MIDDLE EAST
NG WILD: 35,976,022 NG WILD: 11,792,482

South/Central America:
NG WILD: 2,22,980
AUSTRALIA:
NG WILD: 1,588,633

NG Wild & NGC HD Global Distribution Q4 2010