MARKETING: New Campaign For Cape Town
Recent Western Cape Business News
Cape Town Tourism’s Annual General Meeting took place yesterday at the Cape Town International Convention Centre and saw the introduction of an inclusive global marketing campaign for the city. The campaign encapsulates the essence of every facet of what the City has to offer, from tourism to design, business and studies to the rich diversity of people and nature.
Says CEO of Cape Town Tourism, Mariëtte du Toit-Helmbold: “Global best practice shows that the demand problem will be addressed if we retain most of our existing successful initiatives but overlay them on a compelling global marketing and communications campaign; a campaign which takes Cape Town to the world in a bold and comprehensive manner.
Such a strategy would position Cape Town as a city of the future, for the benefit of all visitors irrespective of purpose of visit, building the knowledge base and subsequently, the demand for Cape Town. Whilst we acknowledge that Cape Town is still plagued with serious social issues, we must illustrate the determination to resolve these issues via tourism, education, service delivery, city planning and design.”
In 2008, The City of Cape Town mandated Cape Town Tourism to lead a brand positioning process for the destination taking into consideration all the aspects that make our city unique. This brand positioning was formulated in partnership with tourism members, the private sector, the City of Cape Town, non-member role players and key stakeholders such as Accelerate Cape Town, the Cape Film Commission and the newly formed EDP (Economic Development Programme). Through a lengthy consultative and creative process, the new positioning and marketing campaign for Cape Town is a comprehensive city brand encompassing citizens, tourism, business and academia. It is not about a new logo or advertising campaign, but about finding a believable, shared destination identity that frames Cape Town’s complexity.
The 21st century has been characterised by major upheavals and uncertainties politically, economically, environmentally and socially. Living in general has become more taxing and many feel as if the joy has being taken out of life. Similarly, in tourism, from the cost of travel to ash clouds and the lurking threat of terrorists and pirates, some of the joy has been taken out of travel. People are seeking to “put the joy back into living and travelling”.
The marketing strategy aims to differentiate Cape Town from other cities, be relevant, personal and future-orientated, while ensuring that the concept is flexible enough to be adapted message-wise for all stakeholders.
The marketing campaign offers inspirational Cape Town as the antidote to an uncertain and changing world - an urban elixir, if you will ... take a good dose of the tonic and although we can’t promise what you will find, we can promise that you will find your better self. The tagline is “You don’t need a holiday, you need Cape Town!”
The message incorporates more than beauty and natural assets, it tells personal stories that inspire and resonate with both locals and visitors.
Leisure tourism is Cape Town Tourism’s mandate but anchored on the platform of livability, the city’s proposition may 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 marketing and communications campaign focuses on three key areas:
· 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
· 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).
Cape Town’s new campaign will be launched internationally to media and trade at the World Travel Market in London on 7 November. Cape Town Tourism will partner with international trade and media to sell Cape Town in a more compelling way, joining forces with international airlines and our local industry to put together packages to Cape Town to convert the demand into business.
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