The Kavango-Zambezi Trans Frontier Conservation Area is known as Africa's Eden. It is a massive protected area, which includes Victoria Falls, and is home to numerous species, including75% of Africa's elephants. The area is dependent on tourism for its economic survival, but the COVID-19 pandemic brought that to an immediate standstill.
Even though travelers could not visit the area, it is important for it to maintain a top-of-mind awareness.When people are unable to travel, it's valuable to help them dream about future travel. Africa's Eden, with its spectacular landscapes and bountiful wildlife is ideal fodder for such dreams.
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Working closely with TheVictoria Falls Regional Tourism Association (TVFRTA), we developed and executed a robust social media campaign promoting Africa's Eden to an international audience.
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In less than three months, and with a small paid media, Africa's Eden has grown over 176% with 1,500 Facebook followers and 1,600 Instagram followers, and its posts consistently enjoy high engagement rates with 1.5M impressions.
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