WTM African Awards shine a spotlight on exceptional individuals and businesses that have made incredible contributions to the African travel industry. Winning an award is a unique opportunity to demonstrate your ability to deliver great ideas and see your work celebrated as a source of best practice for peers to be inspired from, and to learn from. In 2021, the Awards are dedicated to acknowledging those in travel and tourism who have taken remarkable steps to address the multiple challenges brought to our industry by the COVID-19 crisis.
Awards
Travel & Tourism’s Highest Accolade
The Reigniting Africa Award is about recognising those in the African travel and tourism sector who have made a real effort to address the impacts of COVID-19 and used their resources and facilities to make things at least a little better. Acknowledging their tenacity and contribution to the industry, the winner, alongside the 2020 winners, will receive their Award at a ceremony at GOLD Restaurant.
WTM Africa Travel Awards Judges
See who's involved in choosing our winners, and find out more about them.
The Award
REIGNITING AFRICA AWARD
We are looking for a beyond COVID-19 campaign that uses an authentic and creative narrative that creates a positive image of Africa as a tourism destination. It must tell the many positive stories about Africa, enticing visitors back to her continent.
The story-driven consumer or trade campaign must bring the Africa destination to life for viewers, giving them a taste of the destination’s culture, natural beauty, history and vibrancy. It must unleash the power of the story that naturally appeals to tourists’ imagination. The question is, does your story take them on a journey of discovery like no other wanting them to return?
Entries close on 15 February 2021, whereafter judging will commence.
JUDGING CRITERIA
Innovative, original and creative campaigns that were actioned from 01 March 2020 to 31 January 2021 addressing the COVID-19 pandemic.
THE PLAN (OVERALL NARRATIVE)
Get real and tell us your story!
Outline a clear strategy and why it was approached in this way. Link it to the objectives, showing the methods used to achieve the results. Include who the stakeholders were and what they did.
(300 words)
CAMPAIGN FULFILMENT
This is the nuts and bolts stuff!
How was the plan implemented? What worked and what didn't? What were the obstacles and how were they overcome? What elements of your plan made it a winning one; was this innovative or a good use of standard tactics?
(300 words)
PROOF OF HOW THE CAMPAIGN REACHED ITS OBJECTIVES
Show us evidence of audience engagement.
Give key points and statistics (such as metrics, trends and changes) that demonstrate success. NB. These must be verified, or they cannot be considered.
(300 words)
EFFECTIVENESS IN MEETING THE CAMPAIGN OBJECTIVES
Its reflection time!
Explain the importance of outcomes linked to the objectives/KPIs. Provide any relevant context (e.g. before and after, external factors that affected your results). What lessons were learnt?
(300 words)
X-FACTOR – DO YOU HAVE IT? (OPTIONAL)
Provide an endorsement from an independent party or client supporting the effectiveness and value of the work.
(300 words)
Who can enter?
- Destination Marketing Companies
- Tourism Boards
- Marketing, public relation, communication, advertising and branding firms
- Start-ups and innovators
- Marketers
- Brand experts
- Digital experts
Award Partners
GOLD Restaurant
A unique African restaurant in the heart of Cape Town. Our set 14 course Cape Malay and African menu is a taste safari that will transport you from Table Mountain to Timbuktu. This culinary experience is accompanied by unique interactive traditional entertainment.
Jordan Wine Estate
Gary and Kathy Jordan have been making world-class wines at this top wine estate since 1993 on a farm with a history going back over 300 years. Together this husband and wife team is a phenomenon. Unique by Nature’s Design, the Jordan slopes face North, South, East and West, with vineyards lying at differing altitudes from 160 to 410 m above sea level.
Bryte SA
Bryte Insurance Company Limited (“Bryte”) is Southern Africa's premier, proactive business risk specialist and is a Level 1 B-BBEE contributor.Through its unparalleled industry insights, proven expertise and foresight, Bryte partners with customers and brokers to protect their businesses and improve their risk profiles across the continent.
Indlovu Gin
An innovative premium gin for the adventurous spirit and the discerning gin collector. Indlovu gin is made using multiple flavouring runs. The essential ingredients in Indlovu gin are derived from elephant dung that is washed and dried. The extracted botanicals are then infused into the gin, which provides unique African flavours.
Register your interest for 2021
Keep an eye out in the coming months for the latest WTM Africa programme and suppliers.