An award-winning integrated campaign encouraging local and global tourists to engage with the South African Winelands in new ways - Sideways.

1. Entry Category:
Section A - Experiential Media
Explore Sideways

3. The responsiveness of ExploreSideways.co.za across various platforms allows
for a seamless user experience, whether you’re researching the winelands or
want to book a specific tour online.

4. Sideways Tours
ExploreSideways.co.za offers a bespoke collection of
Winelands tours for discerning and curious travellers to
book unique experiences, rather than generic tours.

5. ExploreSideways.co.za acts as a
“choose-your-own-adventure” search
& booking platform, allowing you to
create your own Winelands story that’s
as unique as you are, according to your
preferences. You are then able to book
directly through Sideways, using our
TGCSA (Tourism Grading Council of
South Africa) certified tour operators.

6. Physical DM launch pack
Styled as a message inside a branded
bottle we delivered these PR packs
to hand-picked journalists and
high-profile bloggers as a way to
invite them to our first event.

7. Partner branded tours
We joined forces with prominent travel and leisure brands for a series of specially
curated popup Winelands tours to showcase our bespoke experience capabilities.

8. Mystery Winelands Adventure Tour
For our first sponsor branded tour we partnered
with Zomato to create a competition targeting
exclusive wine writers, bloggers and Zomato
foodies. The winners were treated to a mystery
tour of the Winelands with foodie and wine
delights all revealed on the day. The writers
were prompted to inform their followers of the
day’s experiences as they happened, to ensure
greater reach. Their followers even became
actively involved in the day’s events as the tour
group were given clues and prompted to ask
their fans for help throughout the day.
tour
mystery

14. Experience the
Secretive Swartland
This collaboration with
Publik Wine Bar was an
exploration of unchartered
territory, revealing an entirely
new and amazing side to the
Swartland wines. Fans were
invited to join the tour of
honest, natural, sustainably
produced wines alongside
the eccentricand passionate
winemakers that brought
them to life.

17. The Ultimate House and Leisure Experience
SA’s leading décor and leisure magazine,
House and Leisure, teamed up with us at
Explore Sideways to offer an exclusive
full-day Stellenbosch Winelands experience
to celebrate the Outdoor issue. Every step
of this experience has been expertly curated
to feature the most exquisite and unknown
facets of the magnificent Winelands,
prompting fans to step into the shoes of the
most influential South African editors and
scout for the next cover spread.

22. Emailers
Sent on a regular basis to keep
fans updated on the latest tours
and exclusive offers. These are sent
en masse to our fans, while some
communications are sent directly
to cherry-picked PR, Blogger and
social media personalities.

23. Catalogue
An exclusively designed listing of our
tours for use by hotel concierges, printed
on high-quality paper to ensure pick-up
and read-through.

25. Brochures
An overview of our top tailored
tours inserted into brochure stands
at hotels, lodges, B&Bs, etc.

27. Blog
Our Sideways blogger keeps
Winelands enthusiasts updated
on all things wine.

28. BOOK YOUR SIDEWAYS TOUR NOW