Jurni

Launching Jurni to the tourism industry fell to Big Ambitions. We were tasked with creating awareness of Jurni’s role as an initiative to consolidate data from different sources to create insights for the tourism industry. But more so, to raise awareness among product usually excluded from the regular channels, such as rural tourism SMMEs, about the opportunity to access the national and international channel through the online tools now offered by Jurni.  

Further to this, was the goal of raising awareness within the tourism industry that this product exists and is market-ready, all with the aim of contributing to President Ramaphosa’s vision for tourism to enhance its contribution to the South African economy.   

Our audience was clear: Sidelined tourism SMMEs and the established tourism industry both locally and internationally.   

The goal: To level the playing field for all stakeholders in South Africa and improve geographic distribution of tourism.  

Jurni Gems Campaign:  

Big Ambitions pitched and implemented the Jurni Gems campaign, which was launched in October 2019, and sought to highlight and promote those lesser-known SMME products across the country to the established tourism sector. By nominating and promoting these SMMEs, we were also successful in raising awareness about the potential for these to access the channel through Jurni’s SMME booking tool. The campaign comprised: 

• A Jurni Gems landing page with the ability to nominate and vote for tourism SMMEs across the country
• A Facebook and Twitter social media marketing campaign
• Content marketing and PR in key travel industry publications locally and internationally
• Content distributed through tourism associations, such as SATSA.