Cape Town Tourism wanted an digital campaign to promote the “unexpected side of the city”. Ogilvy came up with the idea of sending the Facebook profiles of travelers communities members – TripAdvisor, Lonely Planet... -. When people signed up for the “holiday”, they could then map out their trip and explore Cape Town virtually (with hundreds of videos, photos, status of Cape town posted on their profile...) -also allowing their friends to see and “like” their activity (hundreds of photos, videos and status were posted). Real gifts were also sent from places they have virtually visited. Finally, a few lucky winners got to experience their Facebook profile’s holiday for themselves.