Beating the brand vacuum

Cape Town is considered one of the new cities to watch out for in 2020. But, with the World Cup having come and gone, we find ourselves in a brand vacuum. It is a dangerous place to be in light of tough competition, a world still battling through a recession and ever-changing consumer trends.

In the tourism sector alone, international arrivals and revenue levels have been hard hit, and the current slow recovery rate indicates that Cape Town will only reach 2007 tourism visitor and revenue levels by 2014. Many other sectors are facing similar challenges. Clearly, we cannot remain passive and rely on the city to market itself. Nor can we continue to be perceived purely as a place of natural beauty. Our urban identity, innovative outlook, entrepreneurial spirit, academic excellence and pioneering medical and science sectors must be added to the picture in order for Cape Town to compete in the global knowledge economy.

Cape Town Tourism, the City of Cape Town and Accelerate Cape Town – together with a wide range of stakeholders from all sectors – are committed to moving swiftly towards a single-minded destination identity that will enable Cape Town to position itself as a leading global competitor for talent, business, investment, visitors and students.

Since October 2010, we have engaged in a series of stakeholder brand strategy workshops and consultation sessions, and we would like to share the outcomes of these with you.

Please join us for a Brand Cape Town presentation and open discussion to explore the proposed brand positioning of “Inspiration” and its relevance to your sector.

Date: Thursday June 30, 2011
Time: 14h00 TO 16h00
Place: Freeworld Design Centre, 71 Waterkant Street
RSVP: chanellem@capetown.travel
Deadline: Monday, June 27, 2011

We believe that it is time to redefine Cape Town beyond the well known stereotypes and to position our city as a top place to live, work, invest, study and visit.

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