Growing Cape Town’s international profile

Cape Town Tourism has partnered with three international public relations agencies to proactively represent the Mother City abroad. The appointments aim to meet the demand for accurate information in the run-up to the 2010 FIFA World Cup™ and will assist in shaping and managing realistic perceptions of destination Cape Town and Cape Town as a Host City in key European source markets.

The three public relations partners are MTA Tourism Leisure (UK), Kleber Public Relations Network (Germany, Austria and Switzerland) and World Wide Tourism (Netherlands, Denmark, Norway, Sweden and Finland), which was formerly known Tourism Africa.

Cape Town Tourism Head of Marketing Lianne Burton says the appointments signal an exciting new phase in Cape Town Tourism’s commitment to proactively grow Cape Town’s international profile.

“With a desire to continually improve Cape Town’s compelling destination brand and tourism offering, we sought agencies with fresh ideas, enthusiasm and a thorough understanding of our beautiful city and our source markets. Our three new partners were clear choices to deliver this,” says Burton.

“The 2010 FIFA World Cup™ is Cape Town’s window of opportunity. We are intent on sending out a clear message about what to expect in Cape Town during the 2010 FIFA World Cup™, but we are also mindful that the most important driver for tourism is long-term sustainability. Forging relations with invested partners in other regions is integral to Cape Town’s success in the years ahead.”

Most countries that have staged mega-events warn of tourism slumps after the fans go home. To counter this, Cape Town Tourism has mandated its public relations partners to adopt a sustainable outlook, focusing on the legacy potential of the World Cup rather than simply on the event itself.

The organisation’s partners have been tasked with providing insight and research into public perception in their specialist markets and to assist in proactively managing information, as well as counteracting and correcting negative slants and misperceptions.

The international public relations network will educate the industry about Cape Town’s products and packages, working with wholesale operators to promote the destination. This will include boosting trade engagements and developing leads through participation at international trade shows and other trade platforms. The international partners will also facilitate media coverage and destination features in both the trade and general media.

These opportunities will not only help Cape Town gain visibility in operators’ window-fronts and on their websites but will also reach prospective tourists directly through lifestyle, destination and news reporting in a variety of media outlets.

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