This is a summary of the key marketing highlights for the month of October.
Winter campaign results
Our winter campaign launched on July 22, 2010 and ran until the end of September. The campaign included a partnership with Thompsons Tours, which showed excellent results. While Thompsons Tours’ July 2010 figures for domestic travel to Cape Town were down 3% on 2009 numbers, they reported a 5% increase in year-on-year domestic travel to Cape Town in August and a 25% increase in September.
Countering seasonality and exploring new markets
On Thursday, October 8, Cape Town’s executive mayor, Alderman Dan Plato, launched the “Winter in Cape Town” exhibition in Singapore. Plato and a delegation of local councillors and officials were in Singapore and China on an information-sharing mission, and were promoting Cape Town as a premier tourist destination for off-peak winter months.
The exhibition was staged in the lead-up to “Spotlight Singapore in Cape Town”, an exchange programme which seeks to create business-to-business relationships between the two cities through the use of creative arts.
Visitors to the exhibition were reportedly in awe of the beauty of the destination. They received Cape Town Tourism rainbow-striped goodie bags containing information promoting both summer and winter activities.
Cape Town Tourism is co-sponsoring the third annual E-Tourism Africa Summit on October 25 and 26 at the Cape Town International Convention Centre. This is the first time that the conference will be held in Cape Town. International speakers include representatives from TripAdvisor, Expedia, and WAYN, as well as Jesse Desjardins, a Danish digital strategist who has spent the past four years travelling the world, consulting with clients on the power of social media. During his time in the city, Desjardins will post his experience of “72 hours in Cape Town” on various digital platforms and demonstrate how this can be used to market tourism businesses and our destination. Cape Town Tourism will also be posting blogs about Desjardins’ travels on www.capetown.travel.
Cape Town has earned four major destination awards in 2010, including:
“One of the 20 Top World Cities” – Condé Nast Readers’ Travel Awards, 2010
“One of the World’s Top 25 Places to Visit” – TripAdvisor, 2010
“One of the World’s Most Beautiful Cities” – Forbes.com, 2010
“Africa’s Leading Destination” – World Travel Awards, 2010
International PR and representation
In order to assist us to deliver on our 2020 strategy and leverage existing relationships within the trade industry and with members of the media, we have appointed PR and trade partners in our four key source markets – the UK, USA, Germany and the Netherlands.
Cape Town Tourism’s PR and trade partners provide insight into market perceptions of Cape Town, and proactively manage these perceptions and counteract and correct negative press. They also assist in educating the international trade industry about Cape Town’s diverse tourism offering, boosting trade engagements and developing leads by participating in international trade shows and other related platforms.
2010 Cape Town International Jazz Festival economic impact
The City of Cape Town released an economic impact study of the Cape Town International Jazz Festival, held in April this year. The event is estimated to have contributed more than R475-million to Cape Town and the Western Cape. The event itself generates R43-million based on visitor spending and the total direct spending amounts to R52.6-million.