It’s time to do #MidlandsMyWay! The municipality of uMngeni has a new CTO in action: uMngeni Tourism. Ahead of the launch of this organisation and their new website, Roaming Media was pulled in to take care of the content needs for their debut campaign. Together, with creatives from The Pulse, we conceptualised and shot the campaign – using locals as volunteer models. Having grown up in the KZN Midlands, this was a project very close to my heart. I had an absolute blast shooting it and can’t wait to see this organisation go from strength to strength.
The KZN Midlands is historically and geographically fractured when it comes to tourism. Spearheaded by JP Prinsloo, the relaunch of the Howick uMngeni Community Tourism Organisation under a new brand aims to change that. And in a tourism landscape so diverse and dynamic as the uMngeni Midlands, they offer a service to curate a travel route, so you can do things your way!
Our #MidlandsMyWay Campaign aimed to show off the many faces and forms of this area. To show that no matter who you are, the uMngeni Midlands has something for you. The video consisted of several scenes that wove together over a scripted poem, showing the diverse tapestry of tourism in uMngeni. From these scenes we released a string of short form content videos and images – some of which are shared below 🙂
#MIdlandsMyWay Campaign Video
A huge shout-out goes to the community members and local venues for sponsoring their time and space to this project. It was amazing to meet so many awesome people while creating a community-purposed project.
“Think Moments…”
The opening line of our #MidlandsMyWay poem speaks to the reason we travel: to create new moments.
Moments that are special, moments that break the chains of a monotonous day-to-day. The Midlands is a canvas where you can create your own special, unique moments.
It offers visitors a variety of spa and wellness opportunities as well as a plethora of amazing accommodation options, where you can unwind or share a romantic moment with someone special.
“… And Memories.”
Special moments become memories in turn. The fondest of which are often childhood memories.
The Midlands is a great destination for a child’s formative memories to be created, memories that they will look back on one day fondly. It is time to get out of the hustle and bustle of the city and find new ways to connect with your children.
“Make Magic…”
Magic is everywhere. You just have to find it. Every nook and cranny of uMngeni has something magical about it.
This scene speaks to a magic that can be shared; an adventure between friends, a chemistry of person and place, waiting to be discovered. Find your person, that friend that gets you, and make magic together in the Midlands. The Midlands is blessed with natural wonders waiting for you to discover.
“… And Movies.”
The next line from the #MidlandsMyWay video is all about documenting your #MidlandsMoments!
uMngeni is one of the most scenic places in our beautiful country. In the age of Instagram, our moments live on, recorded and shared with others.
The Midlands is a place where movies are made and passed on from person to person, so that they can come and create their own movies in turn. It’s individuality, it’s creativity, it’s our shared experiences living on in the media we make.
“Shared Between Sons and Daughters…”
This scene from our #MidlandsMyWay video speaks to the bond of the family, that unique love that only a family knows.
The Midlands is a destination where this bond can be nurtured, grown, and strengthened. With so much on offer for people of all ages, it has something for every generation. The Midlands is a place to reconnect with your loved ones and family.
“… Or Just Friends in their Quarter.”
Here we look at the venues where we forge friendships over eating and drinking.
uMngeni is a place to celebrate the bond of friendship. With so much fine dining, so many bars, markets, restaurants, picnic spots, cafes, the Midlands has all the venues for any occasions to be shared amongst friends.
Whether you’re looking for an à la carte menu or just a few cold beers, the perfect place can be found in our uMngeni Midlands.
“More Music. More Movement…”
This scene is a celebration of the night life of uMngeni. When the sun goes down, it’s time to move onto the dancefloor. With all of the talented local musicians, the soundtrack to your evening is taken care of. All that’s left to do is celebrate and dance.
“… More Space for Amusement.”
The Midlands is a space for celebration of a different type, with a soundtrack of the laughter of children.
It’s a playground for the young and the old alike, this illustrates that however you want to play, you can do it in uMngeni. From candle dipping, miniature trains and waffles, you are sure to find something to keeping every member of your family entertained.
“Where History was Made…”
uMngeni is an area of great historical importance. From the Nelson Mandela Capture Site, to a monument for one of the worlds first manned flights.
It is a place where we can honour those who built the country that we all call home today.
For those who want to walk in the shoes of the greats who came before us, the Midlands has you covered.
“… And the Future is Paved.”
This line of our #MidlandsMyWay poem is about the conservation of our natural spaces and species.
We are so lucky to have an abundance of natural beauty in our uMngeni Midlands. Our valleys, waterfalls, mountains and forests are home to a plethora of remarkable creatures – some of which can’t be found anywhere else on earth.
Education about the conservation of these spaces and species is imperative for the future, and where better to start than with our youth! We salute all the local organisations working towards this goal.
“Adventure Awaits…”
The next line of our #MidlandsMyWay poem is for the andrenaline junkies!
Above and beyond all else that there is to experience, uMngeni is also a hub of adventure. Cycling, hiking, quad bikes, and river rafting. You name it, and the Midlands has it.
The Midlands is home to big races such as the world’s largest open water swim, the Midmar Mile. Or the Mandela Marathon and Karkloof Classic.
For those who want to get their adrenaline pumping, this is the destination for you.
“… Together Embraced.”
There’s nothing like a Midlands wedding! This scene is a celebration of the union between people, that ultimate culmination of the bond of love: the wedding.
The Midlands is the perfect wedding destination; because tourists are spoilt for choice when it comes to getting the right venue for their most important day.
“Just Down the Highway…”
All of the magic, all of the variety, all of the scenes pictured throughout our #MidlandsMyWay video, are situated between two major South African cities. The N3 is South Africa’s busiest intercity Highway and is the economic artery of the country.
We’re all for #LocalTravel. So whether you live in Johannesburg, Durban or anywhere else in South Africa, the Midlands and all it has to offer, is just down the road and waiting to welcome you.
“… Think Midlands, My Way.”
This cumulative scene of scenes reminds us that The Midlands is waiting for you to create your own journey. To express yourself in a way that feels best to you. Whatever your style, whatever your tastes, whatever your preferences. It is a place to celebrate you and your individuality, because no matter who you are, there is something for you here.
Thanks to members of The Pulse and to uMngeni Tourism for bringing us on board such an exciting project. We can’t wait to see the exponential growth of the tourism sector in the KZN Midlands!
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