cape town tourism 2010 member marketing support

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CAPE TOWN TOURISM 2010 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’. - PowerPoint PPT Presentation

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  • 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/ selectPlanBookVisitRecollect, recommend anticipate

  • Cape Town Tourism marketing support

  • PROGRESS1. Destination Profiling & Partnerships

    Smooth transition between programmes and activities achieved with Joint Marketing Plan btw CTT & CTRUCitizen Mobilisation Programme developed and launched 1st Cape Towns Day on 27 September 08Time Out Tourist (Cape Talk)Cape Town Marketing Toolkit launchedCT DVDCT Photographic LibraryPromotional Material & Destination PresentationCT Marketing Opportunity Fund established for niche tourism projectsCT Marketing Material focus on Brand Cape TownGuest Relations and PR unit in placePriority Joint Marketing Agreements with key stakeholders, the industry and tradeMajor Attractions i.e. V&A. KirstenboschSANPCTICCCape Point RoutePatron Partnership Marketing programme i.e. Distell

  • PROGRESS1. Destination Profiling & Partnerships (continued)

    Series of joint advertising campaigns launchedDigital Media Marketing Platform extended1st eMarketing Strategy for Cape Town developed

    Dedicated Cape Town website: www.capetown.travelNew Cape Town blog: www.capetown.travel/blogVisitor Loyalty Programme with CRM & NewslettersJoint eMarketing Agreements and Campaigns i.e. ExpediaSocial Networking (Web 2.0)Consumer campaigns on : YouTube, Facebook,Twitter, FlickrIntegration with new back-end, data management system & open platform booking system by June 09

  • PROGRESS2. Responsible Tourism Promotion

    Promotional Material & Awareness Campaign developedResponsible Tourism Visitor Guidelines developedIndustry Training & Awareness

    3. Market Research & Intelligence

    Market Research with CTRU & SAT commissionedMonthly industry surveysNew Visitor Surveys being developed

    4. SMME Marketing Support Programme

    Policy, Programme & Criteria reviewed > Jan 09Focus on:Training & AwarenessAccess to Market: shows & exhibitions i.e. Indaba

  • PROGRESS5. Events

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

    Bids for New EventsLoerie Awards 2009 2011World Travel Awards 2009/20106. Business Tourism

    Improved coordination of Business Tourism activities for CT in association with CT Convention Bureau, Industry & CTICCParticipation in Bid Processes Business Tourism Trade & Road Shows i.e. IMEX, EIBTMInternational AlliancesNew Business Tourism Collateral being developedExtended Stay CampaignCTICC 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 placeWinter campaignSummer campaignJoint Marketing Campaigns in place with:Big SixSANPCape Town PartnershipThompsons TravelMedia campaigns i.e. Time Out TouristDomestic Shows, Exhibitions & Activations

  • 2010 FIFA WORLD CUP PROGRAMMESVisitor ServicesVIC network upgradeProvision of mobile & electronic VIC servicesWeb-based Data Management SystemStaff trainingCreation of a legible city

    Destination Marketing Destination Awareness2010 International Source Market activities2010 Leisure MarketingFIFA EventsIn-destination Activation

    Responsible Tourism

    Industry awareness, training and communication

  • COUNTDOWN TO 2010

  • 3365

    1 Year to kick off 11 June 2009 Soccer imagery launched Host city campaigns: world economic conference2010 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

  • Websitewww.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

  • 2Confederations Cup

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

    lentef - MEMBERSHIP MANAGER IS VACANT. THE MEMBERSHIP ADMINISTRATORS NEED TO BE MENTIONED HERE.

  • 1FINAL DRAW

    4 December 20092010 FIFA spouse programme Media packages Guest relations programme Soccer imagery adapted to include language and market targeted

    lentef - MEMBERSHIP MANAGER IS VACANT. THE MEMBERSHIP ADMINISTRATORS NEED TO BE MENTIONED HERE.

  • GO2010 FIFA WORLD CUP

    11 June 11 July In-destination visitor services In-destination marketing activationsIndustry and community participation

    lentef - MEMBERSHIP MANAGER IS VACANT. THE MEMBERSHIP ADMINISTRATORS NEED TO BE MENTIONED HERE.

  • Contact2010@capetown.travel

    lentef - MEMBERSHIP MANAGER IS VACANT. THE MEMBERSHIP ADMINISTRATORS NEED TO BE MENTIONED HERE.

  • Its 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 Towns unique winter offering

    Create awareness of Cape Towns 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 Tourisms Digital Information Platform touchscreens and plasmas Competitions across all mediums Thompsons 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.

  • *****************

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