CAPE TOWN TOURISM2010 Member marketing support

THE CUSTOMER JOURNEY

Marketing and visitor services should be considered as part of one continuum or life-cycle, communicating with people at different stages in the ‘customer journey’.

Deliver the marketing mandate across the entire organisation to ensure maximum reach & return.

Dream/ select Plan Book Visit

Recollect, recommend anticipate

Cape Town Tourism marketing support

PROGRESS1. Destination Profiling & Partnerships

• Smooth transition between programmes and activities achieved with Joint Marketing Plan btw CTT & CTRU

• Citizen Mobilisation Programme developed and launched – 1st Cape Town’s Day on 27 September 08– Time Out Tourist (Cape Talk)

• Cape Town Marketing Toolkit launched– CT DVD– CT Photographic Library– Promotional Material & Destination Presentation

• CT Marketing Opportunity Fund established for niche tourism projects• CT Marketing Material – focus on Brand Cape Town• Guest Relations and PR unit in place• Priority Joint Marketing Agreements with key stakeholders, the industry and

trade– Major Attractions i.e. V&A. Kirstenbosch– SANP– CTICC– Cape Point Route

• Patron Partnership Marketing programme i.e. Distell

PROGRESS 1. Destination Profiling & Partnerships (continued)

• Series of joint advertising campaigns launched• Digital Media Marketing Platform extended• 1st eMarketing Strategy for Cape Town developed

– Dedicated Cape Town website: www.capetown.travel– New Cape Town blog: www.capetown.travel/blog– Visitor Loyalty Programme with CRM & Newsletters– Joint eMarketing Agreements and Campaigns i.e. Expedia– Social Networking (Web 2.0)

• Consumer campaigns on : YouTube, Facebook,Twitter, Flickr– Integration with new back-end, data management system &

open platform booking system by June 09

PROGRESS 2. Responsible Tourism Promotion

• Promotional Material & Awareness Campaign developed• Responsible Tourism Visitor Guidelines developed• Industry Training & Awareness

3. Market Research & Intelligence

• Market Research with CTRU & SAT commissioned• Monthly industry surveys• New Visitor Surveys being developed

4. SMME Marketing Support Programme

• Policy, Programme & Criteria reviewed > Jan 09• Focus on:

– Training & Awareness– Access to Market: shows & exhibitions i.e. Indaba

PROGRESS 5. Events

• Improved coordination of Events Tourism activities for CT with joint marketing agreements concluded

• Bids for New Events– Loerie Awards 2009 – 2011– World Travel Awards 2009/2010

6. Business Tourism

• Improved coordination of Business Tourism activities for CT in association with CT Convention Bureau, Industry & CTICC– Participation in Bid Processes – Business Tourism Trade & Road Shows i.e. IMEX, EIBTM– International Alliances– New Business Tourism Collateral being developed– Extended Stay Campaign– CTICC Business Tourism VIC being developed

PROGRESS 

7. International Leisure Marketing

• Marketing Representatives identified and activated for key source markets

• Joint Marketing Agreements with trade & Cooperative Agreements with Paris, London, Barcelona activated

• Participation at shows, exhibitions & road shows as Cape Town

8. Domestic Leisure Marketing • Domestic Campaigns in place

– Winter campaign– Summer campaign

• Joint Marketing Campaigns in place with:– Big Six– SANP– Cape Town Partnership– Thompson’s Travel

• Media campaigns i.e. Time Out Tourist• Domestic Shows, Exhibitions & Activations

2010 FIFA WORLD CUP PROGRAMMES• Visitor Services

– VIC network upgrade– Provision of mobile & electronic VIC services– Web-based Data Management System– Staff training– Creation of a ‘legible city’

• Destination Marketing – Destination Awareness– 2010 International Source Market activities– 2010 Leisure Marketing– FIFA Events– In-destination Activation

• Responsible Tourism

• Industry awareness, training and communication

COUNTDOWN TO 2010

3…365

• 1 Year to kick off • 11 June 2009 • Soccer imagery launched • Host city campaigns: world economic conference• 2010 mini site launched

FIFA (Federation Internationale de Football Association )

In order to combat ambush marketing, FIFA seeks to protect all variations of the South Africa 2010 logo and all the country-specific logos and symbols of all of the previous football world cup events, as well as all previous world cup emblems and pictures or drawings of the FIFA World Cup Trophy and Jules Rimet Cup (the previous World Cup trophy). As at 6 February 2008, the following marks associated with the World Cup had been registered by FIFA as trademarks and/or as registered designs:

· The Official Mascot· The Official Emblem· The Official Poster

· 2010 FIFA WORLD CUP SOUTH AFRICA· WORLD CUP 2010

· RSA 2010· FOOTBALL WORLD CUP

· FIFA WORLD CUP· SOUTH AFRICA 2010

· SA 2010/ ZA 2010· 2010 FIFA WORLD CUP

· SOCCER WORLD CUP· WORLD CUP

· SOUTH AFRICA WORLD CUP· ALL NAMES OF ALL SA VENUE CITIES WITH

THE FIGURE 2010 BEHIND THEM· TWENTY TEN / 2010

· WORLD CUP SOUTH AFRICA

Website

www.capetown.travel/2010

2010 Mini-website sneak preview • Events and schedules • Accommodation • Getting around • Entertainment • See and do • Tweet and flicker groups • My 2010 itinerary • Countdown and logos • FAQ • 2010 Blog/news • 2010 Competitions • Subscribe to our newsletter • News and facts • Links • Member zone

2…Confederations Cup

• 14-26 June 2009 • 2010 Welcome campaign launched (Soccer imagery)• Extended stay campaign launched

1…FINAL DRAW

• 4 December 2009• 2010 FIFA spouse programme • Media packages • Guest relations programme • Soccer imagery adapted to include language and

market targeted

GO…2010 FIFA WORLD CUP

• 11 June – 11 July • In-destination visitor services • In-destination marketing activations• Industry and community participation

Contact2010@capetown.travel

“It’s not about the excellence of the facilities or the game, but the way people embrace the event” – Dr Danny Jordaan

CAPE TOWN TOURISM2009 Winter campaign

DOMESTIC WINTER CAMPAIGNWARM UP TO THE MOTHER CITY THIS WINTER!

• 1 June 2009 to 31 August 2009

• Aims to encourage the domestic market to discover & indulge in Cape Town’s unique winter offering

• Create awareness of Cape Town’s appeal as great winter destination ESPECIALLY IN THE RUN UP TO THE WORLD CUP!

• Offer your AFFORDABLE and UNIQUE specials to couples, groups & families from WC, EC and Gauteng

WINTER CAMPAIGN CHANNELS• A dedicated, interactive campaign ‘mini-site’, linked to

www.capetown.travel

• Social networking sites including Facebook, Flickr and Twitter

• Three electronic newsletters

• Advertorials

• Radio – Cape Talk, Community Radio stations and Metro FM

• Cape Town Tourism’s Digital Information Platform – touchscreens and plasmas

• Competitions across all mediums

• Thompson’s Travel, Gauteng

• All Cape Town Tourism Visitor Information Centres

HOW TO GET INVOLVED PROVIDE US WITH YOUR WINTER SPECIALS!

CRITERIASpecials must:• Be relevant to the target audience and have a distinct ‘winter feel.’ • Fit into one or more of the following categories: Sleep

(accommodation); Eat & Drink (restaurants and bars); Explore (tours and activities); Treat (shopping, spa, etc.); Family (all family related specials)

• Have a 50% off discount offering. Some examples: Stay 4 nights, pay for 2; half price meals; buy two tickets/tours for the price of one, etc.