So Cape Town Tourism has just been awarded a gong for its Facebook Holiday campaign launched last October.
Brilliant, but there are so many awards that it's hard to know what's worth having so, we checked out some of the results of the campaign that got a 'highly coveted' Cannes Lions gong.
Its aim was to uncover Cape Town's unexpected side by enabling people to send their Facebook profile on a holiday. Participants, more than 8,200, chose activities for their profile and sat back as each day they received personalised content and ideas of things to do in destination.
In some cases, so convincing were the timeline updates that fellow Facebook users thought their friends were really in the destination.
Cape Town Tourism boss Mariette du Toit-Helmbold says the campaign was 'executed in record time, with minimal funds'.
Ogilvy & Mather South Africa, the agency responsible for the promotion (along with Flow Communications) says bookings increased by more than 100%, tourism numbers rose 4% and Table Mountain received its highest ever visitor volumes following the campaign.
Handily, the company has included these, and other campaign results around engagement, in the following clip explaining it all: