Title: Folie 1
1CAPE TOWN TOURISM 2010 Member marketing support
2THE 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
3Cape Town Tourism marketing support
4 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 Towns 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. VA. Kirstenbosch
- SANP
- CTICC
- Cape Point Route
- Patron Partnership Marketing programme i.e.
Distell
5PROGRESS
- 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
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7PROGRESS
- 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 gt Jan 09
- Focus on
- Training Awareness
- Access to Market shows exhibitions i.e. Indaba
8PROGRESS
- 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
9PROGRESS
- 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
- Thompsons Travel
- Media campaigns i.e. Time Out Tourist
- Domestic Shows, Exhibitions Activations
102010 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
11COUNTDOWN TO 2010
12- 3
- 365
- 1 Year to kick off
- 11 June 2009
- Soccer imagery launched
- Host city campaigns world economic conference
- 2010 mini site launched
13FIFA (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
14Website
152010 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
16- 2
- Confederations Cup
- 14-26 June 2009
- 2010 Welcome campaign launched (Soccer imagery)
- Extended stay campaign launched
17- 1
- FINAL DRAW
- 4 December 2009
- 2010 FIFA spouse programme
- Media packages
- Guest relations programme
- Soccer imagery adapted to include language and
market targeted
18- GO
- 2010 FIFA WORLD CUP
- 11 June 11 July
- In-destination visitor services
- In-destination marketing activations
- Industry and community participation
19-
- Contact
- 2010_at_capetown.travel
20Its not about the excellence of the facilities
or the game, but the way people embrace the
event Dr Danny Jordaan
21CAPE TOWN TOURISM 2009 Winter campaign
22DOMESTIC 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 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
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24WINTER 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
25HOW 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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