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CTRU Newsletter July 2008

CTRU Newsletter July 2008

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Published by: NikkiF on Jul 20, 2008
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Welcome to Cape Town Routes Unlimited ‘s rst monthly tourism industry newsletter – C-T(h)RU (pronounced
throo). This is a platorm that will provide atwo-way communication between Cape Town Routes Unlimited and its stakeholders across a broad spectrum. The primary aim is to keep you abreast o crucialdevelopments, undamental marketing and topical issues.You may wonder about our choice o C-T(h)RU as a name. In a nutshell, it has been inspired by several actors, mainly, our endeavour to be transparent and upholdthe ethos o a credible destination marketing organisation that has a phenomenal product to sell on a global platorm.A recent experience sparked the importance o what lies behind a name. I tried explaining my new job to several people (including my two teenage children) andthe most common response to the name Cape Town Routes Unlimited was: what’s that? This rom people who in my mind should know what Cape Town RoutesUnlimited is; as tourism happens to be the mainstay o the province’s economy .As a newcomer to the organisation, this sparks a undamental question: is Cape Town Routes Unlimited the right name or acronym or a marketing agency chargedwith such huge responsibility. Should it change, what should it change to, or should we keep at it and hope or that ‘a ha!’ moment?I say let the debate begin and may we soon (despite all the nancial implications) nd the name that best describes what we do. Preerably one which doesn’trequire a three and a hal minute explanation at every encounter. And while we’re at it, how about something sel-explanatory and most importantly, a name thathelps to underpin the brand and what it stands or.But enough about the name or now. Let’s have a look at industry updates - the essence o what this newsletter is about.In our next edition we’ll explore what our destination brand stands or and how it has been perorming since it was launched our years ago. Does it have an emo-tional connection, does it instill pride and enthusiasm? As they say, nothing is as constant as change. Till next time - Sayonara!
Itumeleng PooeExecutive Manager: International MarketingAfricaIAsiaIMiddle East
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In-Market Activities
SA Tourism Japan and Korea Trade Road Show: 9-14 June 2008
(Current insights into the Japanese/Korean markets) This is the second year that Cape Town Routes Unlimited participated in this ocused travel trade road show organisedby SA Tourism’s Tokyo oce. The road show held in Seoul, South Korea, Osaka and Tokyo, Japan between 9 and 13 June2008, was attended by close to 100 travel trade stakeholders rom South Korea, 250 stakeholders rom Japan and 35exhibitors rom South Arica. Japan is a tactical tourism source market or Cape Town and the Western Cape, whilst Koreais still a development market. The Japanese market strategically presents clear opportunities in terms o seasonality with the highest number o in-ternational outbound tourists between June and September. Actual perormance to South Arica demonstrates strongpeaks in August and October (coinciding with the Jacaranda fowering season in Pretoria), with poorest perormancerom April to July and during September. The market is ripe or new innovation in terms o product packaging. Opportu-nities in the Western Cape include the West Coast Flower season rom July to September, still relatively unknown in thispopular gardening and fower ocused market. The whale season is another such attraction and potential big seller.Cape Town Routes Unlimited provided prizes or each road show with the nal leg o the competition being a Cape to Kruger 7-night trip or two with accom-modation, car hire, tours, entrances to Robben Island, Table Mountain and V & A Waterront Diamond Tour (excludes fights). Five thousand destination brandedmaps were translated into Japanese and these were distributed at each venue along with Cape Town and the Western Cape travel guides, fower maps, 2010 Soc-cer guides, incentive travel guides, gol guides, convention bureau act sheets, event calendars and Cape Town Visitors guides.Overall, we were extremely pleased with the level o trade engagement. Surprisingly, there were ewer saety and security questions raised during this road show,especially in lieu o the recent xenophobia incidences.
Euro 2008 – Fact-Finding Mission
Cape Town and the Western Cape participated in EURO 2008 at the end o June. The destination was promoted to a captive audience o mil-lions with a strong ocus on Cape Town as a 2010 Host City. The Western Cape delegation visited the stadiums and some o the acilities usedor the German World Cup. Cape Town Routes Unlimited’s David Frandsen, represented the province‘s tourism sector. European sports mediahad the opportunity to view a 2010 Destination presentation and interrogated South Arica’s readiness to host the world’s biggest spectacle.South Arican Tourism CEO, Moeketsi Mosola bravely addressed the world’s media about our progress as we gear up or the tournament, the2010 legacy, and ears around saety and security that continue to impact negatively on the industry.South Arica as the home o the 2010 Football World Cup received extensive coverage throughout the championships. A short 15 second pro-motional dvd on Cape Town as host city was fighted more than 2000 times in the an parks on the big screens at all the venues in Austria andSwitzerland and a consumer activation programme eaturing each o the South Arican host cities took place between the quarter nals and semi nals in Vienna.Additionally a media launch to the Sports Tourism media in Vienna was arranged to ensure that the message o our readiness to host this event in Cape Town washeard loud and clear.
AFRICA TRADE WORKSHOPSKenya, Tanzania, Uganda, Nigeria, Ghana21 – 30 July 2008
Marketing Platform for Cape Town and the Western Cape - East and West Africa
Cape Town and the Western Cape will be represented at these engaging workshops expected to be attended by approximately 300 travel agents, airlines andmedia representatives. Research continues to conrm the value o these markets especially with 2010 FIFA World Cup in mind. This is the third time that Cape Town Routes Unlimited will be participating in the Trade Workshops in East Arica and this refects the importance o the outboundmarket or both indigenous East Aricans and the large ex-patriot population especially those in Kenya who travel to South Arica and Cape Town or holidays andcommercial reasons. An interesting actor to consider is the actual annual airlit rom all three East Arica’s major cities i.e. Nairobi, Dar es Salaam and Kampalawhich is more than double the annual number o indigenous East Arican arrivals into South Arica. The West Arican leg o the trade workshops is a rst or Cape Town Routes Unlimited and we look orward with great anticipation to working together with our tourism partners to urther stimulate travel to Cape Town andthe Western Cape rom these markets.
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From left to right:Manuela of Mabula Game Reserve,the Prize Winner; Debbie (CTRU) and Zolelwa(SA Tourism)
Hosting Programme for Visiting Journalists, Travel Agents, and VIPs (July – Mid August)Italian TV crew, RAI SAT
Cape Town Routes Unlimited will assist Rosario Scarpato, an Australian based TV producer and ood/travel journalist, with the production o a number o TV pro-grammes and print articles on South Arica, its gastronomy and tourist attractions. In particular, the TV programme will ocus on Cape Town, the Cape Winelandsand West Coast regions’ wine and gourmet experiences. The programme will rst be aired by the Italian Channel Rai Sat, “ Gambero Rosso”, a ood, wine and traveltheme TV channel, which is one o the most popular Italian Satellite TV Stations. It will orm part o the series ‘I viaggi del Goloso Globale’ (‘The travels o the globalgourmet’) and the weekly TV Magazine.Accommodation products in Somerset West, such as the NHLord Charles Hotel(www.nh-hotels.co.za) ,A’Vue Guest House and Wedgeview Country House  (www.capetownreservations.com) all kindly sponsored accommodation or the crew and tour guide.
US photo journalist, Mr Blaine Harrington
CTRU sponsored Blaine Harrington a photo journalist rom the United States with a Cape Winelands tour, including a visit to Franschhoek and Stellenbosch inJuly 2008.Blaine is a very well-known travel photographer with great credentials. He is the 2005 and 2006 SATW Travel Photographer o theYear. He has worked on assignments or most major news and travel magazines such as Arthur Frommer’s Budget Travel, BusinessWeek, Continental Airlines, Delta Sky, Diversion, Endless Vacation, Forbes, Geo (French and German editions), Islands, NationalGeographic Adventure, National Geographic Traveler, Newsweek, Outside, Popular Photography, Smithsonian, Travel and Leisure,U.S. News and World Report.
Communications and Hosting Conference 16 - 18 July
Debbie Damant, International Marketing Manager and Riana Geldenhuys PR and Communications, will represent Cape Town Routes Unlimited during SA Tour-ism’s second communications and hosting conerence at the Ingwenya Country House rom 16 – 18 July. The conerence will cover aspects such as South Arica’sinternational reputation through media monitoring, brand communication strategies, global messaging and hosting.Cape Town Routes Unlimited launched a domestic marketing brand campaign in April 2008, targeting the intra-provincial domestic market in the Western Capeand the inter-provincial domestic markets rom Gauteng, with secondary ocus on KwaZulu-Natal and the Eastern Cape. The campaign was conceptualised to bea major contributor towards the increase o geographic spread throughout the Western Cape, and to infuence as many visitors as possible to visit between Mayand September. The marketing mediums selected or the campaign have been predominantly below the line platorms integrating print, radio, online and experiential channelsto achieve the ollowing objectives:
365 initiatives.Address destination barriers
Ensure we talk to black South Aricans
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