causes is to raise money for them. To do that, it has to tell people something about those causes. Nothing changed, except that we can do much more digitally. We can mobilize people behind things in a way that engages them personally, and that creates a range of behaviours – from simple support to more active endorsement to committed advocacy. The traditional divisions between public relations (issues management) and advertising (information promotion) collapse; the issue potentially becomes ownable by anyone. Send Your Facebook Profile to Cape Town hoped to trigger consideration of the destination by potential travellers. Cape Town is far away for many people in the world, meaning that its beautiful sites remain unknown. People may have heard of the wonders of the Mother City, but nothing compares to seeing Table Mountain, the vineyards of Stellenbosch, or the V&A Waterfront for yourself. And if you can’t make the journey, maybe your Facebook profile can, letting you see all the fun that could be had on a five-day excursion. The carefully constructed virtual tours did the job well. Bookings for Cape Town holidays in the year after the campaign jumped by 118 per cent.