The introduction of TravelStart’s brand new “Great Tsek” campaign has left a bitter taste in the mouths of many in the online space.
While South African advertisements often find often tend to find a bit of humour in every dark or challenging situation, sometimes the timing of a joke is of utmost importance.
In the case of one of the country’s most renowned online travel websites, TravelStart, their most recent advertisement may just have been a little too soon.
Relying on the context of the current tensions between South Africa and the United States, the above-mentioned company took it upon themselves to play around with the use of words used by President Donald Trump concerning his views on the country, along with older terms, which left many unimpressed.
In a recent advertisement for some of their travel options, they wrote: “Terrible things happening in South Africa.”
“Didn’t partake in the Great Tsek? You’re in luck because you can still enjoy a great braai in Cape Town or jive like there is no tomorrow in Joburg.”
“Let the ‘tsekkers make Uncle Sam’s land great again. South Africa has always been great!”
This has since sparked a heated uproar, especially those from the Afrikaner community who felt that the experiences of living in a country with a high crime rate are now being ignored and mocked.
Among those was Renaldo Gouws, a former Democratic Alliance member of parliament who offered his views on the matter.
Hey @travelstart, when you sent out your email newsletter in which you mock Afrikaner Refugees did you perhaps consider the trauma some of them went through to decide to leave South Africa?
Secondly, when you end your email by saying “South Africa has always been great”, does… pic.twitter.com/58jn1jaJpt
— Renaldo “Ngamla” Gouws ?? (@RenaldoGouws) May 21, 2025
Similarly, former swimmer Roland Schoeman shared these sentiments:
So @travelstart thinks mocking Afrikaners who fled their home due to crime, fear, and persecution is good marketing? That trauma is your punchline? https://t.co/1OJw8XKVUO
— Roland Schoeman (@Rolandschoeman) May 21, 2025
Others shared their thoughts:
Hey @travelstart, when you sent out your email newsletter in which you mock Afrikaner Refugees did you perhaps consider the trauma some of them went through to decide to leave South Africa?
Secondly, when you end your email by saying “South Africa has always been great”, does… pic.twitter.com/58jn1jaJpt
— Renaldo “Ngamla” Gouws ?? (@RenaldoGouws) May 21, 2025
I think that we need to start compiling a list of companies to boycott.
— Pookie’s Polls & Opinions (@pookiepolls) May 21, 2025
Also see: The Great Tsek – Citizens react to Afrikaner refugees
