New Cape Town Tourism board members elected at Annual General Meeting
Cape Town Tourism’s Annual General Meeting took place at the Cape Town International Convention Centre on Monday, 17 October 2011 and saw the unveiling of a bold new marketing campaign for Cape Town. The campaign forms part of a comprehensive marketing strategy for Cape Town aimed at growing the demand for the destination by speaking to a wider audience in new and established international and domestic markets whilst aligning with other sectors beyond tourism. The campaign is a comprehensive through-the-line campaign, which includes advertising on web, print, radio, TV and outdoor; global broadcasting; event leveraging; in destination activations; domestic marketing; local experience development and promotion and improved conversion platforms for the industry.
Leisure tourism is Cape Town Tourism’s mandate, anchored on the platform of liveability. But Cape Town Tourism illustrated how the city’s proposition can be elevated to multiple audiences, in an array of countries, to meet business, investment and academic objectives. Building upon the strong foundation laid and work done, the strategy focuses on three key areas namely: generating demand internationally and domestically; ensuring optimal visitor dispersal and increasing spend by the establishment and encouragement of more unique and interactive visitor experiences in the destination; and improving the tourism industry’s capability to convert prospective business into revenue.
The plan and campaign is designed to complement the city and region’s broader economic strategy and brand and align with the mandate of the soon to be established Economic Development Partnership (EDP).
The lengthy consultative and creative process that took place to reach this point resulted in “inspiration” being chosen as a platform for a more compelling positioning for Cape Town. From there, the tagline “You don’t need a holiday, you need Cape Town!” was born. The new positioning and campaign concept were very well received by Cape Town Tourism stakeholders, members and guests at the AGM.
Marketing collateral and brand messaging tells the personal stories of an “unexpected” Cape Town set against the beautiful backdrop of Cape Town – incorporating more than just beauty and natural assets, and inspiring and resonating with locals and visitors alike. Internationally, Cape Town Tourism introduces the marketing campaign at the World Travel Market in London in early November.
Speaking on the business of tourism CEO of Cape Town Tourism, Mariëtte du Toit-Helmbold, said: “Tourism is a major economic driver for Cape Town. The tourism industry contributes an estimated R14-billion to our city’s economy per annum and employs more than 298,000 people. Tourism is a leading business sector for our region, giving us a competitive advantage over other national cities and driving economic growth alongside other business sectors like agriculture, the knowledge economy and creative sector. In the light of the constrained global tourism economy, and other factors mentioned, we have adopted a new way of doing business and developed a comprehensive plan to take Cape Town to the world.”
Ian Bartes, Chairman of the Board at Cape Town Tourism, added: “Our vision is that by 2020 Cape Town will be positioned as Africa’s top city and one of the top world cities to visit, live, work, study and invest in. The bold target is to double the economic impact of tourism on the city by 2020 and to do so in a sustainable way that will permit further expansion thereafter.”
Cape Town Tourism’s Annual General Meeting also saw the election of Cape Town Tourism’s new board members who will take the destination marketing organisation and the city into the new year under this new strategy and campaign.
Bartes added, “The Cape Town Tourism Board will continue to focus on the implementation of a broader tourism strategy for Cape Town that can guide future tourism development and marketing. Our emphasis will be to work with the Economic Development Partnership (EDP) to ensure broad economic development for Cape Town and the tourism sector specifically.”
The Board of Cape Town Tourism consists of ten paid-up members of Cape Town Tourism; the CEO of Cape Town Tourism (ex officio); the City of Cape Town Executive Mayoral Committee Member: Tourism, Events and Marketing and the Director: Tourism of the City of Cape Town (ex officio).
This year Cape Town Tourism’s membership re-elected two members of the current Board of Directors: Nils Heckscher, Managing Director of the Winchester Mansions Hotel; and Sabine Lehman, CEO of Table Mountain Aerial Cableway Company.
Nils has served as the chairman of Tourism Marketing South Africa, FEDHASA Cape and the Hotel Association of South Africa (Western Cape) and as a board member of Cape Town Routes Unlimited, the TBCSA and Cape Town Tourism.
Sabine has over twenty-one years of experience in the tourism industry and has won numerous awards, including CEO magazine’s ‘most influential woman in business and government (tourism and leisure)’ in 2010. Sabine has been spearheading the drive for Table Mountain to be voted as one of the New7Wonders of Nature.
One new member was elected - Ravi Nadasen, General Manager of Southern Sun The Cullinan. Ravi has been in the hotel business for over sixteen years. He has served on the Durban Chamber of Commerce’s Tourism Committee and is a Cape Town Cape Chamber of Commerce council member. In 2010 he was elected to serve on the City of Cape Town events body.
The eighth Board of Cape Town Tourism is:
1. Ian Bartes (ACSA: Cape Town International Airport)
2. Bulelwa Makalima-Ngewana (Cape Town Partnership)
3. Susanne Faussner-Ringer (Greenways Hotel)
4. Ravi Nadasen (Southern Sun The Cullinan)
5. Nils Heckscher (Winchester Mansions Hotel)
6. Pierre du Plessis (Mokate Monk and Du Plessis Quantity Surveyors; Friend of CTT)
7. Sabine Lehmann (Table Mountain Aerial Cableway Company)
8. Sarah Struys (Events and Centre Manager, Kirstenbosch National Botanical Garden)
9. Guy Lundy (Accelerate Cape Town)
10. Rashid Toefy (Cape Town International Convention Centre)
11. Mariëtte du Toit-Helmbold (Cape Town Tourism)
12. Councillor Grant Pascoe (City of Cape Town Executive Mayoral Committee Member: Tourism, Events and Marketing)
13. Nombulelo Mkefa (City of Cape Town)
For more information on the AGM, the Cape Town Tourism marketing strategy and campaign and copies of speeches, visit the dedicated AGM page at www.capetown.travel/content/landing/agm.
For further information, please contact Cape Town Tourism’s PR and Communication Manager Skye Grove, email@example.com, +27 21 487 6800 or see www.capetown.travel.
Released for Cape Town Tourism by Rabbit in a Hat Communications, Tammy White, +27 21 448 9705, +27 73 202 5041, firstname.lastname@example.org.