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Welcome to Cape Town Routes Unlimited ‘s first monthly tourism industry newsletter – C-T(h)RU (pronounced see-throo). This is a platform that will provide a two-way communication between Cape Town Routes Unlimited and its stakeholders across a broad spectrum. The primary aim is to keep you abreast of crucial developments, fundamental marketing and topical issues. You may wonder about our choice of C-T(h)RU as a name. In a nutshell, it has been inspired by several factors, mainly, our endeavour to be transparent and uphold the ethos of a credible destination marketing organisation that has a phenomenal product to sell on a global platform. A recent experience sparked the importance of what lies behind a name. I tried explaining my new job to several people (including my two teenage children) and the most common response to the name Cape Town Routes Unlimited was: what’s that? This from people who in my mind should know what Cape Town Routes Unlimited is; as tourism happens to be the mainstay of the province’s economy . As a newcomer to the organisation, this sparks a fundamental question: is Cape Town Routes Unlimited the right name or acronym for a marketing agency charged with such huge responsibility. Should it change, what should it change to, or should we keep at it and hope for that ‘a ha!’ moment? I say let the debate begin and may we soon (despite all the financial implications) find the name that best describes what we do. Preferably one which doesn’t require a three and a half minute explanation at every encounter. And while we’re at it, how about something self-explanatory and most importantly, a name that helps to underpin the brand and what it stands for. But enough about the name for now. Let’s have a look at industry updates - the essence of what this newsletter is about. In our next edition we’ll explore what our destination brand stands for and how it has been performing since it was launched four years ago. Does it have an emotional connection, does it instill pride and enthusiasm? As they say, nothing is as constant as change. Till next time - Sayonara!
Itumeleng Pooe Executive Manager: International Marketing Africa I Asia I Middle East
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Euro 2008 – Fact-Finding Mission
Cape Town and the Western Cape participated in EURO 2008 at the end of June. The destination was promoted to a captive audience of millions with a strong focus on Cape Town as a 2010 Host City. The Western Cape delegation visited the stadiums and some of the facilities used for the German World Cup. Cape Town Routes Unlimited’s David Frandsen, represented the province‘s tourism sector. European sports media had the opportunity to view a 2010 Destination presentation and interrogated South Africa’s readiness to host the world’s biggest spectacle. South African Tourism CEO, Moeketsi Mosola bravely addressed the world’s media about our progress as we gear up for the tournament, the 2010 legacy, and fears around safety and security that continue to impact negatively on the industry. South Africa as the home of the 2010 Football World Cup received extensive coverage throughout the championships. A short 15 second promotional dvd on Cape Town as host city was flighted more than 2000 times in the fan parks on the big screens at all the venues in Austria and Switzerland and a consumer activation programme featuring each of the South African host cities took place between the quarter finals and semi finals in Vienna. Additionally a media launch to the Sports Tourism media in Vienna was arranged to ensure that the message of our readiness to host this event in Cape Town was heard loud and clear.
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 focused travel trade road show organised by SA Tourism’s Tokyo office. The road show held in Seoul, South Korea, Osaka and Tokyo, Japan between 9 and 13 June 2008, was attended by close to 100 travel trade stakeholders from South Korea, 250 stakeholders from Japan and 35 exhibitors from South Africa. Japan is a tactical tourism source market for Cape Town and the Western Cape, whilst Korea is still a development market. The Japanese market strategically presents clear opportunities in terms of seasonality with the highest number of international outbound tourists between June and September. Actual performance to South Africa demonstrates strong
From left to right:Manuela of Mabula Game Reserve, the Prize Winner; Debbie (CTRU) and Zolelwa (SA Tourism)
peaks in August and October (coinciding with the Jacaranda flowering season in Pretoria), with poorest performance from April to July and during September. The market is ripe for new innovation in terms of product packaging. Opportunities in the Western Cape include the West Coast Flower season from July to September, still relatively unknown in this popular gardening and flower focused market. The whale season is another such attraction and potential big seller.
Cape Town Routes Unlimited provided prizes for each road show with the final leg of the competition being a Cape to Kruger 7-night trip for two with accommodation, car hire, tours, entrances to Robben Island, Table Mountain and V & A Waterfront Diamond Tour (excludes flights). Five thousand destination branded maps were translated into Japanese and these were distributed at each venue along with Cape Town and the Western Cape travel guides, flower maps, 2010 Soccer guides, incentive travel guides, golf guides, convention bureau fact sheets, event calendars and Cape Town Visitors guides. Overall, we were extremely pleased with the level of trade engagement. Surprisingly, there were fewer safety and security questions raised during this road show, especially in lieu of the recent xenophobia incidences.
Marketing Platform for Cape Town and the Western Cape - East and West Africa
AFRICA TRADE WORKSHOPS Kenya, Tanzania, Uganda, Nigeria, Ghana 21 – 30 July 2008
Cape Town and the Western Cape will be represented at these engaging workshops expected to be attended by approximately 300 travel agents, airlines and media representatives. Research continues to confirm the value of 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 Africa and this reflects the importance of the outbound market for both indigenous East Africans and the large ex-patriot population especially those in Kenya who travel to South Africa and Cape Town for holidays and commercial reasons. An interesting factor to consider is the actual annual airlift from all three East Africa’s major cities i.e. Nairobi, Dar es Salaam and Kampala Page 2 which is more than double the annual number of indigenous East African arrivals into South Africa. The West African leg of the trade workshops is a first for Cape Town Routes Unlimited and we look forward with great anticipation to working together with our tourism partners to further stimulate travel to Cape Town and the Western Cape from these markets.
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 food/travel journalist, with the production of a number of TV programmes and print articles on South Africa, its gastronomy and tourist attractions. In particular, the TV programme will focus on Cape Town, the Cape Winelands and West Coast regions’ wine and gourmet experiences. The programme will first be aired by the Italian Channel Rai Sat, “ Gambero Rosso”, a food, wine and travel theme TV channel, which is one of the most popular Italian Satellite TV Stations. It will form part of the series ‘I viaggi del Goloso Globale’ (‘The travels of the global gourmet’) and the weekly TV Magazine. Accommodation products in Somerset West, such as the NH Lord Charles Hotel (www.nh-hotels.co.za) , A’Vue Guest House and Wedgeview Country House (www.capetownreservations.com) all kindly sponsored accommodation for the crew and tour guide.
US photo journalist, Mr Blaine Harrington
CTRU sponsored Blaine Harrington a photo journalist from the United States with a Cape Winelands tour, including a visit to Franschhoek and Stellenbosch in July 2008. Blaine is a very well-known travel photographer with great credentials. He is the 2005 and 2006 SATW Travel Photographer of the Year. He has worked on assignments for most major news and travel magazines such as Arthur Frommer’s Budget Travel, Business Week, Continental Airlines, Delta Sky, Diversion, Endless Vacation, Forbes, Geo (French and German editions), Islands, National Geographic 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 Tourism’s second communications and hosting conference at the Ingwenya Country House from 16 – 18 July. The conference will cover aspects such as South Africa’s international 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 Cape and the inter-provincial domestic markets from Gauteng, with secondary focus on KwaZulu-Natal and the Eastern Cape. The campaign was conceptualised to be a major contributor towards the increase of geographic spread throughout the Western Cape, and to influence as many visitors as possible to visit between May and September. The marketing mediums selected for the campaign have been predominantly below the line platforms integrating print, radio, online and experiential channels to achieve the following objectives: • • • • • • Increase the proportion of trip numbers during the off-peak period (May-September by 5%) Generate top-of-mind awareness for Cape Town as an all-year-round holiday destination Invite South Africans to re-evaluate Cape Town and the Western Cape by shifting perceptions during the low season as part of the Cape 365 initiatives. Address destination barriers Exclusivity Ensure we talk to black South Africans
•Print A wrap in The Sunday Times promoted highlights of all the experiences and activities available when travelling to Cape Town and the Western Cape, including travel packages, of which at least 80% involved SMME operators. A full report on the number of packages booked will be available by the end of September 2008. All campaign elements have been uploaded onto the Cape Town and the Western Cape website including various tour itineraries of the destination. •Radio The radio activity had a competition attached to specific stations motivating a strong database drive with destination prizes as a reward. Feedback from the radio stations revealed that an immense response on the competitions and prizes were realised. Radio RSG Jacaranda Highveld Metro FM 94.5 KFM •Online Online advertising is one of the key elements in this campaign. Statistics revealed that 37.4% of the designated target market purchase their holidays via the internet. CTRU implemented, for the first time in South Africa, a tourism-related Google Adword Campaign to support the overall domestic marketing campaign. See an indication of the website performance below: Activity 45” & 30” ads + live reads 45” & 30” ads + live reads 45” & 30” ads + live reads & prizes Competition, 45”, 30” + 10” billboard 45” & 30” ads & competition prizes Flighting 7-21 April 10-21 April 14-28 April 5-19 May 26 May-9 June
•Experiential (Mall Activations) Three days before and during every shopping mall activation, promoters’ targeted key traffic stops to raise awareness and create hype around the campaign together with handing out destination flyers including a call to action by means of a competition. The top prize is a trip to the Western Cape for two valued at R50 000. To date, an estimated 3230 competition entries were received during the mall activations. Shopping Malls Maponya Northgate Cresta Centurion Eastgate Menlyn Park Sandton City Somerset West Canal Walk Paarl Mall Langeberg Mall (Mossel Bay) Estimated Total Annual Footfall 1 million 1.1 million 1 million 1 million 2.2 million 1 million 2.1 million 875 000 800 000 300 000 600 000 12 million Week Dates 15-20 April 22-27 April 29 April-4 May 13-18 May 20-25 May 27 May-1 June 2-08 June 17-22 June 24-29 June 26-29 June 4-07 July
A full report on the results of the campaign will be available in the next edition of the newsletter.
As the world celebrates Nelson Mandela’s 90th birthday , pay tribute to the greatest liberation icon and wish him many more years of good life. We can never thank him enough for being one of the pillars of Brand South Africa globally. The Western Cape happens to have many historical reference points for Madiba and we have no doubt that the compelling force behind these icons is the formidable magic he possesses!
Happy birthday Tata! May your inspiration keep us going and reaching new heights!
Important dates to diarise
Cape Town and the Western Cape Destination Conference (formerly known as ADW) 29 – 31 October 2008 (last day, blitz, networking session)
Forthcoming CTRU funded Events (Mid July to August) • • • • UCI Junior Cycling Champs 12 – 20 July Cape Town Cape Town Breedekloof Cape Town Cape Town Cape Town Cape Winelands Cape Town
World Rope Skipping Champs 22 – 30 July Breedekloof Soetes and Soup 25 – 26 July Cape Town Fashion Week 13 – 16 Aug
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