Cape Town Tourism's cool winter campaign

July 30, 2010

Cape Town Tourism has not rested on its laurels after the 2010 FIFA World Cup™. Spurred by the need to capitalise on positive international coverage while staying top of mind with national travellers, Cape Town Tourism has launched a winter campaign called “Cape Town is Cool”.

The campaign runs on the Cape Town Tourism website – www.capetown.travel – from July 20 until the end of September 2010 and industry members have been invited to boost post-World Cup tourism and counter seasonality by submitting great value-for-money deals on accommodation, tours and car hire.

The web-based promotion is supported by live reads on Talk Radio 702 in Gauteng, and there will also be a roll-out of Gauteng-based billboards to reinforce the message and drive the public to the site.

Internationally, the campaign is mirrored by destination banner ads in select regions on top citizen review site, TripAdvisor (who also recently voted Cape Town as one of their users’ Top 25 Destinations in the World). The international campaign will roll out on TripAdvisor in key source markets in Europe, as well as in potential new markets discovered during the 2010 FIFA World Cup™, namely Brazil, India and the Middle East.

The power of the internet was well demonstrated during the tournament, when e-marketing and the web were key focus areas for Cape Town Tourism’s World Cup marketing strategy. The website saw over 135 000 visits over the four-week period, compared to only 60 000 for May 2010. Almost 7 000 of these were via mobile phone and Cape Town Tourism’s mobi site. Cape Town Tourism’s “I ♥ Cape Town” Facebook Fan Page also proved to be invaluable, growing by 28 000 fans during the tournament.

Says Cape Town Tourism CEO Mariëtte du Toit-Helmbold: “The World Cup really taught us that Cape Town is a city for all seasons. Some 69.7% of accommodation respondents said visitors found the weather to be much better than they had expected. Crowds of people moved easily and happily on foot and there was plenty to keep people entertained.

“Winter in Cape Town is wonderful. Warm fires, gourmet foods, excellent wines, theatre, art, music and more are on offer. As we move into spring, visitors will enjoy all of these things and also whale watching and the burst of flowers in our neighbouring regions. In fact, winter and spring see nature at its most beautiful in the Cape. With value-for-money specials making the proposition all the more alluring, it’s a great time to be visiting Cape Town.”

ENDS

For further information on Cape Town, please contact Cape Town Tourism’s PR and Communication Manager Skye Grove on skye@capetown.travel and +27 (0)21 487 6800, or go to www.capetown.travel.

Released for Cape Town Tourism by:

Rabbit in a Hat Communications
Tammy White
+27 (0)21 447 3197
+27 (0)73 202 5041
tammy@rabbitinahat.co.za

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