Marketing update: November 2010
Cape Town Facebook fans exceed 150 000
Cape Town Tourism’s I ♥ Cape Town Facebook fan page continues to set the standard for the use of social media for city marketing in South Africa. The fan page had over 150 400 fans on November 1, 2010. Over 60% of the fans are from South Africa and the other fans are mostly from Cape Town’s key source markets: UK, Germany, USA and the Netherlands. The fan page offers homesick expats, proud locals, and past and potential visitors the opportunity to share their love of the Mother City. “The stories are the most authentic expression of Cape Town’s destination appeal and brand,’ says executive marketing manager, Lianne Burton. ‘Powerful brands evoke an emotional response, and Cape Town is such a brand.”
My Cape Town lives on
Following the success of the My Cape Town Weekend campaign in September, Cape Town Tourism will continue to build citizen pride and encourage locals to be brand ambassadors for the destination by rolling out the My Cape Town campaign at key summer events. We believe that a destination brand is a compelling vision owned and lived by citizens, and that great cities to visit must first be great places to live. Look out for our My Cape Town summer message over the next few months.
Travel trade events
Wendy van der Byl, Cape Town Tourism marketing services manager, attended the ECCO Tours Travel Academy from October 18 to 23 in Cape Town, where she shared information about visitor experience in the city. This trade initiative included presentations and site visits for 38 UK travel agents from companies such as STA Travel, Trailfinders, Travelbag, Travel2, TUI Travel and WEXAS.
The Travel Corporation, in partnership with the Provincial Government of the Western Cape, recently hosted a weeklong conference and familiarisation trip for 350 of the world’s business tourism leaders in Cape Town. The objective of this session was to develop relationships and leverage the global awareness of South Africa created during the successful hosting the 2010 FIFA World Cup™.
Love summer! Love Cape Town! surveys
Cape Town Tourism’s Summer campaign kicked at the beginning of November with the first of our summer season tourism industry surveys. These surveys are essential in helping us to monitor the impact of the World Cup, as well as the global recession, on high season tourism figures for Cape Town.
During the 2010 FIFA World Cup™ tournament Cape Town Tourism conducted a series of five, weekly, tourism industry surveys, to assess the World Cup visitor footprint, their behaviour, choices and trends from week to week. The surveys were also used to gauge industry attitudes toward the World Cup. The results of these surveys were very useful to track visitor trends.
Building on the success of these surveys as a barometer of the local tourism industry, we have scheduled four summer season surveys from November to mid-March. The first survey was distributed to all of the Cape Town Tourism members on Monday, November 1, 2010.
The results of the four surveys, along with data drawn from our 16 Visitor Information Centres (VICs) and various industry stakeholders will allow us to identify key trends after the World Cup, assess the views of key and emerging source markets and track consumer and supply-side trends.
We would like to ask for your support to ensure that the surveys are completed by the appropriate representative in your organizations. We will ensure that participating members receive the survey results. Your occupancy figures and other information will be treated with the strictest of confidence.
The surveys will be distributed by our PR company Rabbit in a Hat. The first survey focuses on forecasts for the upcoming summer season. The distribution dates are:
- November 1, 2010
- December 15, 2010
- February 1, 2011
- March 14, 2011