This week, South Africa experienced the modern-day power of user-generated destination marketing.
When Reddit user, Etienne Du Toit (TheFeralVaultboy), posted an image of a stunning South African view, ironically captioned ‘South Africa is … meh’, he did not intend it to gain social traction. However, that’s exactly what it did, with many Reddit users following suit in an attempt to increase the amount of positive media South Africa receives.
Share your own post in the spirit of South Africa is...meh on our Facebook page.
“The idea came from my resistance to the fact that 90% of the media coverage of South Africa is negative. I wanted to counteract this; there is so much beauty in South Africa. I think that the post gained social traction because many other South Africans feel the same way and would like to be a part of the solution,” said Du Toit.
When asked what message he would like his post to convey, Du Toit said: “I want South Africans to be positive. To remember the good parts of South Africa - the beauty. We are one of a handful of countries that have such diverse natural beauty, we shouldn’t take that for granted.”
Share your own post in the spirit of South Africa is...meh on our Facebook page.
