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MARKETING: Cape SOS Tourism Campaign

 



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In response to the lower than expected bookings in Cape Town and the Western Cape during the 2010 World Cup, Cape Town Routes Unlimited (CTRU) has spearheaded a tactical marketing campaign to encourage last-minute travel to the destination. The campaign is focused on football fans based in Gauteng as well as domestic market travelers looking for vacation options during the long school holidays. “A trip to South Africa would be incomplete without a visit to the Western Cape. Here, travelers can stand at the Southernmost Tip of the African Continent, walk the path of Mandela on Robben Island and experience some of the very best wine farms that the world has to offer. Our hotels and B&Bs are open and ready to receive business, and have lowered their prices to ensure that every type of traveler can be accommodated. We would like to encourage South Africans to incorporate a trip to the Western Cape in their itinerary,” says Alan Winde, Minister of Finance, Economic Development and Tourism for the Western Cape.

The tourism industry has indicated their concern at the lower than expected bookings during the event and we at CTRU, the official destination marketing organisation for Cape Town and the Western Cape, will do our utmost to assist the industry in addressing this challenge as best we can. We have selected tactical campaigns, such as our Beyond the 90 Minutes campaign, and interventions where we are able to measure direct results – using internet statistics and actual bookings of packages, which will be used to report back to our funders and stakeholders,” comments Calvyn Gilfellan, CEO of CTRU.

Some of the exciting actions initiated by Cape Town Routes Unlimited in partnership with local and regional tourism organisations such as Knysna Tourism and Cape Town Tourism are:

·         A joint CTRU-Thompson’s Tours marketing campaign employing branded print media exposure in the Sunday Times, Saturday Star and Rapport during the World Cup. The campaign has a strong partnership component with retail agencies such as Harvey World Travel, Travel Counsellors, e-Travel, Flight Centre, Club Travel and XL Travel with features on their respective websites and promotional e-mailers. Thompsons will also mail their corporate, leisure and agents’ databases. Specials to Cape Town and the Western Cape will be featured on the Thompson’s website and the combination mailer will feature a destination banner, which will click through to the specials feature on their website. Promotional flyers will be distributed to the travel trade and there will be a travel feature on Classic FM. The campaign will feature banner advertising on the Computicket website.

·         Dissemination of destination marketing material to passengers and World Cup spectators at Cape Town International Airport and at OR Tambo International Airport in Johannesburg. Additionally destination information is being distributed from Tourism KwaZulu-Natal’s information offices in Durban and at uShaka Marine World. Further distribution is taking place in the North West Province at information kiosks across the Province.

·         Room drops have been negotiated at the Sun City Resort in the North West for the guests of the hotel, which will be home to the English squad during the World Cup.

·         The Dutch fan group’s 200-strong cavalcade, which will travel from Johannesburg to Cape Town during the tournament, will be branded with the Cape Town & Western Cape destination branding with further activation around this activity to drive awareness of the destination.

·         Cape Town and Western Cape destination video footage is being featured on both domestic and international flights of South African Airways.

·         CTRU is also running a Google Adword campaign with the primary focus of driving conversion for campaign partners, including local Beyond the 90 Minutes tour operators, Tourism Enterprise Programme (TEP) tour operators, domestic low cost airlines, as well as regional and Cape Town products. The Adword campaign will specifically target visitors in Gauteng, Rustenburg and Durban.

As hosts of both the French and Danish football teams during the World Cup, Knysna Tourism has been very active in marketing the destination during the World Cup. A media hosting programme has been initiated to maximise exposure of the destination. Destination marketing material has been translated into French, Danish, German and Japanese and there has been significant advertising of the destination in a variety of travel publications. “In addition to our international visitors Knysna recognises the importance of the domestic market even during the World Cup,” comments Shaun van Eck, CEO of Knysna Tourism. “For this reason we have initiated a major campaign for the 5 week school holiday called "Escape to Knysna". The Oyster Festival, which runs from 2 -11 July 2010, is the anchor event for this campaign, which similar to past years looks set to attract large numbers of domestic visitors to the destination”. 

Cape Town Tourism is contributing to the tactical campaign with print media advertising in the Sunday Times and Saturday Star. They have tied up an online campaign with low cost airlines Mango, kulula.com and 1Time to promote last minute travel to Cape Town during the World Cup. Cape Town Tourism will also distribute destination information to visitors at Cape Town International Airport and OR Tambo International Airport in Johannesburg.


 
 
 
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