Marketing update

Cape Town Tourism continues to focus marketing efforts on leveraging the World Cup in terms of trade, media, visitor and citizen engagement.

Cape Town was one of the few cities to be represented at the South African Tourism Trade Road Show in the UK, from September 6 – 9, 2010. Cape Town Tourism’s UK-based trade and media representative, Mary Tebje, engaged with over 170 key UK tour operators and retail agents on Cape Town’s strong post-World Cup position as “one of the places of a lifetime” and “the city that’s always in season”. Airfares were widely discussed, as were air passenger duties and the current rush of short-term bookings. High prices, customers looking for value, and how SA can grow the package holiday market were also on the agenda.

Mary reports that “the mood is mixed, from the downright pessimistic to encouraging signs of growth. There are still concerns about crime and cost and it hasn’t gone unnoticed that the bed stock has dramatically increased, especially toward the five-star end. Demand among their clients is generally slow, but they do now see additional opportunities to sell new itineraries and at different times of the year. Some companies ran post-World Cup promotions to take advantage of awareness generated, and managed to convert a number of enquiries. The greatest obstacle though was the cost, not the product.”

In terms of competitor activity, she says that “South Africa is increasingly up against the likes of Kenya, where one can book a week’s holiday in December for £1 000 inclusive. Contrast that with the £1 000 cost of airfare alone to SA. Another long-haul destination getting their act together is Sri Lanka, where the airlines are working with destinations and suppliers to offer affordable packages to what was once a very popular destination.”

Visitors:
Cape Town Tourism’s winter marketing campaign, launched immediately after the World Cup in July 2010, continues to run in Gauteng until the end of September. Aimed at domestic travellers, the campaign includes billboards throughout Sandton, live reads on Talk Radio 702, and a Cape Town destination stand at the Getaway Show, held from September 10 – 12, 2010, all reinforcing the message that Cape Town is “the city that’s always in season”.

Citizens:
In celebration of World Tourism Month in September, Cape Town Tourism has partnered with major attractions to up the scale of the My Cape Town Weekend campaign. Together with headline sponsor Table Mountain Aerial Cableway – and partners City Sightseeing, Two Oceans Aquarium, Kirstenbosch Botanical Garden, SANParks, V&A Waterfront, Ratanga Junction, Cape Point, Metrorail and Robben Island – half a million rands’ worth of free vouchers will be distributed to Capetonians via an extensive community media campaign. A wide range of additional specials are featured on the campaign website www.capetown.travel/mycapetown.

“The success of this project has been the buy-in from Cape Town’s tourism industry and the understanding that, for a city to be a great place to visit, it must first be a great place to live,” says head of marketing for Cape Town Tourism, Lianne Burton. “Our strategy is to market Cape Town in partnership with the industry, and our My Cape Town Weekend campaign shows how effective this can be.”

Please contact Cape Town Tourism Marketing Manager Lianne Burton with any queries on lianne@capetown.travel.

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