More than just the traditional Big Five safari, South Africa is an inspiring vacation destination with a plethora of unique guest experiences that can accommodate every type of traveler and budget. To build awareness of the destination’s wide-range of authentic and fun travel experiences, we created a multi-faceted brand campaign was launched with advertising, public relations, trade marketing, and consumer-driven events. Whether hosting thematic press trips, leveraging celebrity and national brand partnerships or creating pop-up PR stunts, the Coyne team has diversified South Africa’s offerings beyond its iconic safari while generating excitement and positivity for the destination among target audiences.

Coyne created the landmark “What’s Your BIG 5?” campaign; a 360-degree platform that redefines the proverbial Big Five of South Africa’s safari animals to encompass the destination’s wide-range of authentic and fun travel experiences.
To promote "What's your Big 5?" with consumers, Coyne PR and South African Tourism hosted a mobile bus concert in Times Square.
Enlisting the help of rising culinary star, Chef Wamukelwe Zuma of Johannesburg, Coyne PR developed a epicurean platform and organized, “Celebrate the Distinct Flavors of South Africa” – an intimate press luncheon and cooking demonstration at the renowned DeGustibus Cooking School at Macy’s Herald Square in New York City.