The Nelson Mandela Bay, in partnership with various local businesses came together to promote tourism within the region by pushing the #sharethebay campaign.
Twelve celebrities, Cassper Nyovest, Linda Moeketsi, Khanyi Mbau and Tumi Mohale, to name a few, got invited to an all expenses paid trip to Port Elizabeth, to experience the tourist attractions within the region. They were tasked with sharing their experience on social media platforms, with the hashtag #sharethebay.
According to some sponsors, the celebrities did not stick to their end of the deal regarding sharing of content and specific social media plans, prompting an uproar on social media. Many Twitter users believed that the campaign targeted the wrong celebrities and perhaps should have given more thought into what kind of influencer and celebrity would have been useful for the campaign.
Although the Municipality is said to have found the campaign a success, others have seen it as wasteful expenditure. Mayor Mongameli Bobani also took to the Twitter streets to join in the discussion.
The hashtag #sharethebay did however trend on social media, but not for the reasons intended.
“Did you know that Khanyi Mbau and Cassper Nyovest were in Nelson Mandela Bay this week?”
— Sangxa (@sangxa) 14 September 2019
The initiative was in partnership and sponsorsed by all the companies involved, no mismanagement of public funds. https://t.co/1EsPwDzUgB
— Mayor Mongameli Bobani (@BobaniMayor) 15 September 2019
#SHARETHEBAY is such a sad hashtag of you click on it. Do we not have local influencers in PE who could’ve done this?? This is what happens when you chase people’s followers instead of people who are passionate about the content they share. You can always see who puts in effort.
— Phumlani ?????????? (@phumlani_prep) 15 September 2019
