Applied to:
This award recognizes a media campaign that has effectively promoted a brand or a group. The campaign may have been executed on any media platform (such as television, radio, newspapers, digital displays, social media, or internet) and should have demonstrated creativity, originality, and relevance to the target audience. The winning campaign will have successfully increased brand awareness and/or customer engagement, resulting in positive business impact for the hospitality brand or group.
* Brands/Groups may submit themselves or partners/agencies may submit on behalf of their clients.
The project:
The "Once Upon a Life in Tanzania" campaign, launched in March 2024, is a transformative marketing initiative designed to position Tanzania as a premier luxury destination. Running for 15 days, the campaign targeted high-end travelers, honeymooners, and adventure seekers through an emotionally engaging narrative inspired by the classic phrase "Once upon a time." It highlighted Tanzania as a once-in-a-lifetime destination, offering an immersive storytelling experience that emphasized the country’s unparalleled landscapes, rich culture, and unique heritage.
The campaign’s objectives were ambitious: a 25% increase in engagement rates, brand lift, social media followers, website visitors, and an 8% growth in the luxury travel segment. It leveraged a multi-platform strategy across Instagram, TikTok, YouTube, and Facebook, featuring high-quality video content released in themed chapters. Partnerships with prominent influencers such as Laura Caldarola and Jose Pastrana amplified its reach, while agencies like Estudio Brillante and The Royal Production Company ensured a seamless execution.
Key results exceeded expectations: engagement rates surged by 58%, brand lift grew by 34.9%, social media followers and website visitors increased by 57%, and luxury segment bookings rose by 8.5%, including a remarkable 20% growth in the UK market. The campaign generated 47.9 million video views and 28.7 million impressions, demonstrating its widespread impact.
The initiative also emphasized CSR values, promoting sustainable development by positioning Tanzania as a luxury destination focused on cultural and environmental conservation. The campaign celebrated the country's diversity, showcasing its 120+ ethnic groups through music, dance, crafts, and cuisine while fostering community engagement with local groups like the Maasai.
"Once Upon a Life in Tanzania" successfully blended storytelling, luxury travel, and social responsibility, setting a benchmark for destination marketing and redefining Tanzania’s appeal on the global tourism stage.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
