Africa Travel Week
Tourism & Events
Brand
Event Marketing
Design
Campaigns
Cape Town, South Africa
The tote bag heard around the industry.
2022
Summary
For Africa Travel Week (ATW), the continent’s premier platform for responsible tourism, Culture Cartel was tasked with turning a sustainability mission into a physical movement. We designed and executed the #ChangeMatter campaign, centered around a custom-engineered tote bag designed from the ground up. This wasn't just a giveaway; it was a high-visibility statement on ocean plastic and sustainability that successfully shifted the conversation across the travel industry.
Challenge
How do you make "sustainability" feel like a tangible priority rather than just a buzzword? At a massive trade event like ATW, traditional marketing often gets lost in the noise. The challenge was to create a functional, iconic item that attendees would actually value, while simultaneously educating a global audience on the critical need for plastic-free oceans and responsible travel initiatives.
Solutions
We moved away from "disposable" thinking to create a lasting brand icon. Our solution involved:
Product Design: Engineering a premium, durable tote bag from scratch that stood in direct opposition to single-use plastics.
The #ChangeMatter Narrative: Developing a punchy, hashtag-led campaign that encouraged attendees to share the sustainability message on social media, extending the event’s reach globally.
Visual Advocacy: Using bold, high-contrast design language to ensure the sustainability message was unmissable on the event floor, turning every attendee into a walking billboard for the cause.
Project Highlights
