WELCOME ROLL OUT STRATEGY

1
WELCOME ROLL OUT STRATEGY

• DEAT AND SA TOURISM

2
OBJECTIVES

• To popularize welcome campaign
• To invite key government officials to be tourism
  ambassadors
• To get industry involvement
• To enhance visitor expereince through better
  service and product quality

3
CAMPAIGN ELEMENTS

• COLLATERAL
• BRANDING
• ROADSHOWS
• INDUSTRY/GOVERNMENT AMBASSADORS
• SERVICE INDUSTRY BUY -IN
• TOURISM MONTH ACTIVITIES
• TRAINING

4
COLLATERAL

• T SHIRTS
• PINS
• POSTERS
• WELCOME PLEDGE
• FRAMED WELCOME WALL PICTURES

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DISTRIBUTION 25/08/2003

• All heads national and provincial
  govt.departments
• Tourism industry organisations TBCSA SATSA
  FEDHASA
• High commissions abroad
• Service Industry (banks and petrol stations)
• Newspaper vendors

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TOURISM MONTH Aug/Sept

• Welcome featured in TV campaign Spot the Welcome
  Character
• Welcome logo on Independent newspapers mastheads
  of travel pages
• TV presenters to wear pins/T shirts
• Welcome plastic inflatables at all events (9
  produced for each province)
• Welcome on all competition posters, entry forms
• Calendar of events in provinces (attached)
  welcome branding and messaging

7
INDUSTRY/GOVERNMENT-

• Collateral packs to be sent to all city manager
  provincial and national DGs with message document
• Cabinet Ambassador lunch 18 Sept. 2003 after
  Cabinet meeting in Tynhys.
• Updates on tourism newsletter to be sent monthly
• Hotel and accommodation industry targeted with
  pins and posters
• Airport branding with ACSA

8
SERVICE INDUSTRY

• Banks, garages and retail to be targeted with
  t-shirts, pins and welcome pledges
• Leverage branding support
• Link welcome to their activities

9
ROADSHOWS

• Mpumalanga, Ebutsini 12 April 2003
• Limpopo, Tzaneen 31 May 2003
• Northern Cape,Upington and Galeshiwe 25 and 26
  June 2003 respectively.
• KZN, Inanda Heritage Route September 2003
• North West, Klipgart and Krugerdorp October 2003
• Eastern Cape, PE and Port St Johns October 2003
• Free State, Mangaung November 2003

10
TRAINING

• Two programmes being worked on
• Training for traffic cops pilot in Mpumalanga
  in September
• Tourism customer care training for 14 strategic
  government departments (5 trainers per dept) from
  September onwards

11
BUDGET

• 5 000 T shirts 150 000 (SAT)
• 10 000 pins - 50 000 (SAT)
• 10 000 posters - 40 000 (SAT)
• 10 000 pledges - 100 000 (SAT)
• 5 000 Gift bags - 50 000 (SAT)
• 200 framed posters 80 000 (DEAT)
• Training for govt. officials- 500 000 5 official
  x 18 depts (DEAT)
• Cabinet lunch- 5 000 (DEAT)
• TOTAL 975 000