leisure domestic marketing l.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
LEISURE DOMESTIC MARKETING PowerPoint Presentation
Download Presentation
LEISURE DOMESTIC MARKETING

Loading in 2 Seconds...

play fullscreen
1 / 12

LEISURE DOMESTIC MARKETING - PowerPoint PPT Presentation


  • 373 Views
  • Uploaded on

LEISURE DOMESTIC MARKETING MARKETS 4.5m ranked 4 th GAUTENG, EASTERN CAPE, WESTERN CAPE, KZN SEGMENTS YOUNG & UPCOMING / STRIVING FAMILIES/ WELL OFF HOMELY COUPLES CHANNELS DIRECT TO CONSUMER THROUGH OPERATORS Brand Campaign PR

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about 'LEISURE DOMESTIC MARKETING' - jacob


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
leisure domestic marketing
LEISURE DOMESTIC MARKETING

MARKETS

4.5m

ranked 4th

GAUTENG, EASTERN CAPE, WESTERN CAPE, KZN

SEGMENTS

YOUNG & UPCOMING / STRIVING FAMILIES/ WELL OFF HOMELY COUPLES

CHANNELS

DIRECT TO CONSUMER THROUGH OPERATORS

  • Brand Campaign
  • PR
  • SHOT LEFT
  • Getaway Show
  • CRM
  • JOINT MARKETING CONVERSION CAMPAIGN
  • EDUCATIONALS/WORKSHOPS
  • EXTRANET
  • OUTDOOR EXPO

MEDIUMS

leisure international market
Leisure International Market

MARKETS

1.4m Arrivals

R81m

12 Nights

PROACTIVE

UK GERM

SUPPORT

USA, AUS, NETHERLAND

EMERGING

INDIA, CHINA

SEGMENTS

NEXT STOP SOUTH AFRICA

WANDERLUSTERS

CHANNELS

SOUTH AFRICA TOURISM

CHANNEL

CONSUMER

UK & GERMANY

  • WORKSHOPS
  • INFORMATION
  • MARKETING ACTIVITY
  • SUPPORT
  • PR
  • EXTRANET
  • TOOLKIT
  • DETOUR
  • JOURNALIST SUPPORT
  • INFORMATION
  • WTM/ITB/INDABA
  • Cape Invitational
  • JOINT MARKETING
  • PR
  • PROMOTIONS
  • JOURNALISTS/VIPs
  • WEB

MEDIUMS

market intelligence
Market Intelligence
  • CORPORATE
  • Growth Matrix
  • Performance Monitoring
  • Project Evaluation

Input Unit Dissemination

ANAL

YS

I

S

  • CAMPAIGNS & BRAND
  • Development
  • Tracking & Evaluation
  • Measurements
  • Targets

Intranet

Regional

National

International

Desk

Commission

Alliances

LTA’s

Extranet

  • MARKET ANALYSIS
  • Conversation Model
  • Tourism Barometer
  • Pricing Studies
  • Visitor Tracking
  • Business & Leisure
  • Competitor Analysis
  • Markets
  • Product Development

Newsletters

Business Forum

Reports

  • MACRO
  • Economic Impact Study
  • Political
  • Economic
  • Social
  • Technological
e marketing
E Marketing

Web, Newsletters, Book ability

Campaigns, CRM, Events

Access to market, newsletter

Extranet, market intelligence

Special offers

Joint marketing, extranet

Marketing intelligence,

Best practice

leisure campaign strategy
Leisure Campaign Strategy

SEPT OCT NOV DEC JAN FEB MAR APRIL MAY JUNE JULY AUG SEPT

BRAND AWARENESS

Eco & Nature

Outdoor Active

Cosmopolitan Vibe

Cosmopolitan

Vibe

Body, Mind & Spirit

Culture & Heritage

Outdoor Active

Gourmet

CAMPAIGN CALENDER 2005/6

slide6

CONVERSION CAMPAIGN #”N” 1: RECONNECT

CHARACTERISTICS

Table Mountain fynbos. Home to seven floral kingdoms. West Coast spring flowers. Famous nature and eco trails. Nature reserves. The Garden Route. Wilderness. Nature’s Valley. Cederberg’s Wolfberg Arch. Caves formed by over 500 million years of water and wind. Whale watching/dolphins/penguins. Diversity of marine life. 2 oceans colliding

EVENTS

Hermanus Whale Festival (Sep), SAA Cape Town Flower Show (Oct), Gansbaai Festival Winter Fynbos, Clanwilliam Wildflower Show (Aug), Simon’s Town Penguin Festival (Sep),

BRANDS

“Reconnect”

ECO & NATURE

ABSA. SAA. RCI, BP, Caltex, Shell, Sasol, Sappi, Kodak, Fuji, Anglo American, Eskom, Bidvest, Rooibos, I&J, Ceres

MEDIA

Birds & Birding, Africa Geographic, Africa Wild, Country Life, Garden & Home, African Wildlife,Wildlife, Animal Planet, National Geographic Channel (NGC), Discovery Channel, 50/50

slide7

CONVERSION CAMPAIGN #2: REMIX

CHARACTERISTICS

African Riveria. Cape Dutch wine routes. Pristine beaches. Sunset cruises. Resorts. Casinos. Night clubs. Live music venues. Jazz. Drum cafes. “Gay” entertainment. Theater. Film festival. V&A Waterfront. Sea Point, Bantry Bay, Camps Bay. Kalk Bay. Habour cafes. Harley ride up Chapmans. Retail therapy, Fashion.

BRANDS

EVENTS

Cape Town International Jazz Festival (March), Cape Town Fashion Week (Aug), World Cinema Festival (Nov), Harbour Festival (Dec), J&B Met (Jan), Pink Festival

Bacardi. J&B. Johnnie Walker, Smirnoff, Pam Golding. Mastercard/Visa. RCI, Citi Golf/Beetle, BMW, Mini, Avis, MTN, Vodacom, Coca Cola, Castle Lager, Hansa, Nandos, Levi’s, Chanel, Edgars, LG, Musica, Kodak, Fuji, Gallo, Kahula, British Airways, Murray & Roberts, Yellow Pages, De Beers, Edcon, Boardmans, Primi Pieti, Hip Hop

Cosmopolitan

Vibe

MEDIA

Club Imagine, People, Elle, Foschini Club, Glamour, Gay Pages, Style, GQ, FHM, Cosmopolitan, Femina, YFM, 5 fm, Metro fm, Good Hope fm, MTV, VH1, SABC3 Top Billing, T3 Tomorrow's Technology Today, BBC Food

slide8

CONVERSION CAMPAIGN #3: RECHARGE

CHARACTERISTICS

Traditional and extreme sports. Land, sea and sky adventures. Mountain/rock climbing. Hiking/trails. Motor biking. Biking. Bungee jumping. Paragliding. Kiteboarding. Skydiving.Ostrich riding. Surfing. Fishing. Jet skiing. Canoeing. White water rafting. Abseiling. Hot air ballooning. Camping. Beach volley ball. Golf.

Cricket, Rugby, Walking

BRANDS

EVENTS

Discovery Men’s Health Surf Ski Series (Jan), Cape Argus Cycle Tour, Old Mutual Two Oceans (Mar), Cape Epic (Apr), JC le Roux Devon Valley Run (Apr), Discovery World Cup (Apr), Safari Half Marathon (May), Red Bull Big Wave Africa (Jun), Cross Karoo Extreme Triathlon (Jun), Berg River Canoe Marathon (Jul), Kite Flying

Landrover. Pajero, Adidas. Nike. CAT. Quicksilver. Cape Union Mart. Tag. Energade. Powerade, Red Bull, Discovery Health. FNB (golf). Old Mutual. SAB/Carling Black Label, Coca Cola I&J. RCI, MTN, ABSA, Kodak, Fuji, Supersport, Virgin/Virgin Active, Harley Davidson, Car, BMW, Mercedes, SAA, One Time, Kahula, Avis etc

“Recharge”

OUTDOOR ACTIVE

MEDIA

Blunt, Far Out, Golf Digest, Golf Business, Getaway, Man/Magnum, Men’s Health, Nedbank Golf Challenge, Sports Illustrated, Weg, Caravan & Outdoor life,Journal of the Mountain Club of SA, ESPN (Xtreme Sport), NGC, Discovery Channel, Supersports, Quad SA, 4X4 SA, Out There Adventure Guide, Zigzag Surfing Magazine

slide9

CONVERSION CAMPAIGN #”N”4: REJOICE

CHARACTERISTICS

Vast choice of cuisine. African/Mediterranean, Eastern etc. Cape Malay dishes. West Coast mussels. Cheese and wine. Wine capital of SA. Street Café life, 516 places to eat, Picnics, Knysna oysters. Strawberry picking, “Bokkoms” (dry fish). Morogo. Ostrich steaks. Rooibos.

EVENTS

Nederburg Wine Tasting (Feb), Nederburg Auction (Apr), SA Cheese Festival (Apr), Cape Gourmet Festival (May), Cape Town Waterfront Wine Festival (May), Prince Albert Olive Food & Wine Festival (May) , Pick n Pay Knysna Oyster Festival (Jul) , Stellenbosch Wine Festival (Aug), Hermanus Wine & Food Fair (Aug), Langebaan Mussel Festival (Oct),

BRANDS

“Rejoice”

GOURMET DELIGHTS

Estate wines, Woolworths, Pick n Pay, Tiger Foods, Premier Foods, National Brands, Pioneer Foods, Distell, Kraft Foods, Mc Cain, Robertsons, Melissa’s Deli, I&J, Tastic, Appletiser, SAB/Amstel, Defy, LG, British Airways,

MEDIA

Dine, Good Taste, Sunday Times Travel & Food, Wine, Woolworths Taste, Sarie, Rooi Rose, Fair Lady, Eat In, Essentials

Food & Home Entertaining, BBC Food

slide10

CONVERSION CAMPAIGN #”N” 5: REVITALIZE

CHARACTERISTICS

Wide range of health, beauty and wellness experiences. Spas. Natural hot springs. Mineral pools. Waterbed therapy. Shiraz body scrubs. Wine casket baths. Resorts. Yoga retreats. World class cosmetic surgery/surgical safari. Laid back lifestyles. Amazing walks. Sunset concerts in Kirstenbosch Gardens. Views. Fireside time, Pristine Beaches, Horse riding on beaches, Star gazing,

BRANDS

EVENTS

To be briefed

Virgin Active. Body Shop. Clinique. Discovery Health. Pfizer. Aspen, Glaxo, Old Mutual. Sanlam, Bonaqua, Valpre, Rooibos Freshpck, Ceres, Liquifruit, Danone, Clover, Vital, Olive oil brands etc

“Revitalize”

BODY, MIND & SPIRIT

MEDIA

Elan, Absolute Health, Discovery, Fit, Life, Longevity, Shape, Soul, Men’s Health, Cosmopolitan, Odyssey Namaste, Detail Magazine, Gay Pages, Fine Living, Good Taste

slide11

CONVERSION CAMPAIGN #”N6”: REDISCOVER

CHARACTERISTICS

Melting pots of cultures and history. Diversity/fusion. Robben Island. Township life. Vibey shebeens. Traditional arts and crafts markets. Arts festivals (Karoo). Choice of many museums, memorials and festivals and alternative arts. Cape Malay festival of music. San rock art. Visit a tribal snagoma. Slave history.

BRANDS

EVENTS

Spier Arts Summer Festival (Jan), Cape Town Aqua Opera (Feb), International Design Indaba (Feb), Vodacom Funny Festival (June), Hello Darling Arts Festival (Sep),

“Rediscover”

CULTURE & HERITAGE

Nedbank. Standard. Telkom, Post Office SA, Sanlam, ABSA, First Rand Bank, Anglo American, Eskom, Bidvest,

MEDIA

De Kat, Insig, Rootz Africa, SAfm, Bush radio, The History Channel, National Geographic Channel (NGC), Discovery Channel

slide12

SEPT

OCT

NOV

DEC

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

COSMOPOLITAN

Vibe

2

BRAND CONVERSION CAMPAIGN CALENDAR

“Reconnect ”

Eco & Nature

1

“Remix”

“Recharge”

“Rejoice”

OUTDOOR

ACTIVE

3

GOURMET

DELIGHTS

4