The campaign is running in the firm’s Middle East and African markets including, Nigeria, Ivory Coast, Cameroon, Democratic Republic of Congo (DRC) and Senegal until 31 August, 2015. It provides cardholders with real and rich destination related information to help plan their travel as well as access to Visa’s global merchant offers and exclusive promotions.
“The NotATourist campaign is designed to inspire travel beyond the regular tourist sites to savour truly local experiences that are the essence of making a destination unique. As travellers experience unforgettable moments, Visa remains the gateway to an array of offers that give cardholders the ability to maximise their joy and access to thousands of attractions that unlock the secrets of their preferred destinations.
“The campaign is poised to help travellers explore destinations as local inhabitants – not as tourists - by providing local knowledge using crowdsourced digital content that is showcased on Visa’s NotATourist website and the Visa Explore mobile app,” a statement from Visa explained.
According to the statement, tourists in Nigeria are encouraged to participate in the competition by posting pictures of themselves on twitter using the hash tag #NotATourist, name the exact location where the picture was taken and tag @VisaNigeria while sharing how Visa helped to achieve a goal at the location, to stand a chance of winning weekly prizes such as Ipads, Nikon cameras, $1000 weekly and a grand prize of a $15,000 trip to Dubai for four nights.
“Travellers often desire a taste of local culture and attractions that are hard to find in travel books or with a guided tour. The #NotATourist campaign tries to build on this desire, by connecting people and their experiences through unleashing the imagination of the traveller to interact with the beauty of the destination,” Visa’s General Manger for West Africa, Ade Ashaye said.
“The most important highlight of this campaign is that we are able to communicate with the hearts and minds of travellers and help them appreciate the hidden treasures of the places they visit.
“As a global payments technology company, we believe in the power and reach of mobile applications, to tap in to the large population of smart phone users, mostly millennials who can effectively influence other aspirational travellers in the same age group,” Ashaye added.
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