Cape Town Tourism has launched its landmark Find Your Freedom immersive travel experience – an interactive virtual tour that uses game-style graphics. Global travellers can choose their Mother City adventure, based on the tour guide they identify with.
The three guides include the Fearless Foodie, Nature Warrior, and Urban Adventurer. It’s a first-of-its-kind concept for a tourism destination.
Enver Duminy, CEO of Cape Town Tourism, says, ‘Find Your Freedom uses the latest digital technology to immerse viewers in unique Cape Town choice-driven video experiences. You choose your guide. You choose your adventure. It’s an interactive journey from start to finish.’
Hosted on the Cape Town Tourism website, visitors are welcomed into an immersive world by an enchanted African storyteller, who urges them to choose their guide. All characters are designed to be visually striking through gaming-inspired, Afro-futurist graphics.
Once they select the Fearless Foodie, Nature Warrior or Urban Adventurer, the viewer is taken down a rabbit hole of rapid videos, showcasing some of the best offerings linked to their interests. For example, a fearless foodie will ‘visit’ La Colombe, watch an aunty fold samosas in the Bo Kaap, and dive into steampunk scenes at Truth Coffee.
The immersive experience combined real-life footage with a CGI character’s journey.
Leigh Dawber, Chief Marketing Officer at Cape Town Tourism said: ‘In this campaign, we’ve combined real-life footage of Cape Town with whimsical CGI touches.’
‘Many of us remember those iconic Choose Your Own Adventure childhood books,’ Dawber adds. ‘This campaign works in a similar way. It’s innovative and inspiring. It lets you dictate how you explore our beautiful city.’
The Find Your Freedom immersive travel experience also leans on the idea of co-creation. Cape Town Tourism is working with GoPro Global, where six international ambassadors will share what ‘finding your freedom’ in Cape Town means through their lens. ‘The idea with this initiative is to delve into a different kind of storytelling. This partnership will see these renowned creatives share their stories, their way.’
An interactive experience with the Nature Warrior immerses you in Cape Town’s secret adventure spots.
Ultimately, Find Your Freedom works to restore confidence in Cape Town, which suffered greatly from the global travel bans over the past two years. Consistently called one of the world’s best and most beautiful destinations, the Mother City really does have something for everyone.
Pictures: Supplied
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