The Free State recently came up with a unique campaign to breathe new life into the province's tourism industry. The province is divided into five regions: Eagle, Cheetah, Flamingo, Lion, and Springbok - and each has its own network of trails connecting towns. The idea behind these "Big 5" routes is to reposition tourism in the province.
It's a great idea to place the brochure Explore and experience the Free State Province at few filling stations on the main route between Gauteng and Harrismith, but I don't believe this brochure to be the most effective way to raise awareness about the unique tourist attractions in the Free State.
The campaign should include electronic media: think websites, apps and satellite navigation. Warden, for example, is the starting point and Harrismith the anchor town of the Eagle Trail that winds all along the Lesotho border to Clocolan. This route also includes Kestell and Bethlehem.
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