[Video] How Social Media Snatched the 2022 Commonwealth Games bid for Durban
Jessica Hubbard, Deputy Editor; 3 March 16
Over the past several years, Durban’s image has taken a knock – and it has struggled to convince local and global visitors that the city is worth a stay. In support of Durban’s 2022 Commonwealth Games bid, digital agency NATIVE VML used the power of social media to turn the tables – and sway deeply entrenched opinions of the city. With its Digital campaign, #ReadyToInspire, NATIVE VML encouraged South Africans to share their stories and memories of Durban – which inevitably highlighted the diversity, beauty and vibrancy of the city. The campaign also called on South Africans to emphasize exactly how winning the bid would set the city on a path of ‘rediscovery’ and ‘regeneration’.
‘Durban’ trended on Twitter 28 times across the globe – creating 138 million social media impressions through 6 million Twitter engagements and 83 000 Facebook engagements.
Durban was named the proud host of the 2022 Commonwealth Games, and once again, the immense power of Digital to influence hearts and minds was reaffirmed…