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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’.

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Cape town tourism 2010 member marketing support

CAPE TOWN TOURISM

2010 Member marketing support


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’.

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

Cape Town Tourism marketing support


Progress

PROGRESS

1. 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


Progress1

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


Progress2

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


Progress3

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


Progress4

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

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


Cape town tourism 2010 member marketing support

COUNTDOWN TO 2010


Cape town tourism 2010 member marketing support

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

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

Website

www.capetown.travel/2010


2010 mini website sneak preview

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


Cape town tourism 2010 member marketing support

2…

Confederations Cup

  • 14-26 June 2009

  • 2010 Welcome campaign launched (Soccer imagery)

  • Extended stay campaign launched


Cape town tourism 2010 member marketing support

1…

FINAL DRAW

  • 4 December 2009

  • 2010 FIFA spouse programme

  • Media packages

  • Guest relations programme

  • Soccer imagery adapted to include language and market targeted


Cape town tourism 2010 member marketing support

GO…

2010 FIFA WORLD CUP

  • 11 June – 11 July

  • In-destination visitor services

  • In-destination marketing activations

  • Industry and community participation


Cape town tourism 2010 member marketing support

Contact

[email protected]


Cape town tourism 2010 member marketing support

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


Cape town tourism 2010 member marketing support

CAPE TOWN TOURISM

2009 Winter campaign


Domestic winter campaign

DOMESTIC WINTER CAMPAIGN

WARM 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

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

HOW TO GET INVOLVED

PROVIDE US WITH YOUR WINTER SPECIALS!

CRITERIA

Specials 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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