never let a good crisis go to waste...the campaign cannot be expected to delivery against individual...

Never let a good crisis go to waste

Tim Harris

CEO, Wesgro

• Tourism is resilient - it will work itself out…..

• But at what cost and how long will it take to get above 201x numbers?

Challenges we faced

1. Diverse group of shareholders

2. Who should lead the project?

3. What is success, when everyone has their own KPIs?

4. Whose logo should be bigger?

5. Who pays?

The project lead should be a stakeholder

that is neutral. Ensuring no

perceived agenda.

Get the most influential players in the room

and agree that the recovery plan

is a shared responsibility.

Select a core group of stakeholders, a cross section of the industry.

Write the marketing brief, together and agree on the

marketing objectives. The campaign cannot

be expected to delivery against

individual KPIs.

Create a white label campaign

that everyone can put their

logo on.

How stakeholders can get involved?

1. Financial support

2. Non-financial support

• Assist with hosting of trade and media

• Pushing campaign through own channels

Cape Town Air Access

Challenges we faced

1. Long haul destination

2. Limited direct flights

3. Hub and spoke model

Thank you