Services Update – March 2014
Marketing Services Update:
Marketing highlights for the past quarter included our very 1st trade representation sent to one of our key source markets, India, and representing Cape Town successfully at ITB. In addition we have hosted a number of high quality media from The Guardian; The Telegraph; The Huffington Post; Conde Nast Traveler; Sawubona and Monocle amongst others. Our media ROI for the quarter was close to R5m, a 40% increase on what we achieved in the same quarter last year.
We have also been more targeted in our messaging with core themes for each month, focusing on ‘Family’ in March and ‘Month of Freedom’ in April.
Our website traffic has continued to grow with a 5% increase on the same quarter last year in terms of overall visits, and a 12% increase in unique visitors. We have seen our Facebook community grow to 310,000 people and our twitter community to over 42,000 people. We supported 146 events to a value of over R566,000.
From a strategic point of view we have refined our focus to concentrate primarily on seasonality. This means that a seasonal filter is applied to our marketing activities and messaging. As a result we have increased the investment into our winter campaign launching in May and going forward we will be revising our market segmentation strategy to focus on markets more likely to travel in our low season.
In the next few months our focus is on WTM Africa; Indaba; the launch of the Mobile VIC Vehicle; our winter campaign; a proactive China hosting; the SAT China roadshow; simplifying the navigation on our website and planning for the next fiscal. Key themes for the months ahead include food and wine in May and health and wellness in June.
During the last month, 43% of visitors were from the domestic market and 57% from the international market. The top three contributors to domestic visitors were Western Cape (77%, same as the previous month), Gauteng (9%, 1% down from the previous month) and KwaZulu-Natal (4%, same as the previous month). The top contributors to international visitors remain Germany (26%, same as the previous month), UK (15%, 1% up from the previous month), and USA (6%, 2% down from the previous month).
The number of over the counter interactions during March 2014 shows a 7% increase from last month with 23,820 interactions recorded, of which 9,294 were within the CTT managed VIC’s. Telephone and email enquiries for the network showed a 11% increase month on month and a 4% increase year on year. The total number of enquiries received for the network was 12,938, of which 12,337 were telephonic enquiries and 601 emails.
398 bookable enquiries were received by the CTT network, a 15% decrease month on month and 1% increase year on year. The team successfully converted 359 of the enquiries to confirmed bookings – a conversion rate of 90%.
Industry Services Update:
Cape Town Tourism membership numbers stood at 1,246 for the month of March. During the month 15 new members joined us and a total of 4,546 Member engagements took place, mostly member communications, business support, benefit activations and at events.
With three Coffee & Connect sessions in March, members got to meet a variety of products and 85 members enjoyed their coffee networking. We highlighted the following sectors and took our members far and wide across the Cape Town Metropole:
Coffee & Connect 11 March - Hotel Verde - Transport Members
Coffee & Connect 18 March - Winelands Guest House - Conference Organisers/DMC’s
- Coffee & Connect 25 March - Southey’s Vines - Wine farms
Our first JAMMS of the year was held on 26 March at Double Tree by Hilton and was well attended by all four member organisations. The subject of universal accessibility is very topical in light of the National Department’s pilot projects in Cape Town and Durban.
This is what some members had to say:
“We thank you and your team for organising the Coffee & Connect sessions for March. We thoroughly enjoyed meeting you and of course the other members. We have made some connections since and are sure we will get some business from them.” - Lesley Rogers & Babette Du Toit, Zing Digit
“I find that the "Coffee & Connect" sessions are an ideal platform to network with Cape Town Tourism's members. I also noticed that the members who attend these events are keen not only to market their products, but to learn from the other organisations present. KEEP IT UP!” - Solly Klassen, Zevenwacht Wine Estate