Transcript Folie 1 - Cape Town Tourism

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’.
Dream/
select
Plan
Book
Visit
Recollect,
recommend
anticipate
Deliver the marketing mandate across the entire organisation
to ensure maximum reach & return.
Cape Town Tourism marketing
support
Destination
Marketing
Manager
Operations
Manager
Membership
Head office
Local area
support
PR and Com munications
Marketing
services
Membership
coordinator
South Local
area manager
Business
Business
support
coordinator
Northeast Local
area manager
Leisure
E-business
coordinator
Central ,
CoastLocal area
manager
Events
Brochure
administrator
2010 Support
E-marketing
2010 Project
coordinator
2010 Marketing
coordinator
PROGRESS
1. Destination Profiling & Partnerships
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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
PROGRESS
1. Destination Profiling & Partnerships (continued)
• Series of joint advertising campaigns launched
• Digital Media Marketing Platform extended
• 1st eMarketing Strategy for Cape Town developed
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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
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
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
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
• Visitor Services
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VIC network upgrade
Provision of mobile & electronic VIC services
Web-based Data Management System
Staff training
Creation of a ‘legible city’
• Destination Marketing
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Destination Awareness
2010 International Source Market activities
2010 Leisure Marketing
FIFA Events
In-destination Activation
• Responsible Tourism
• Industry awareness, training and communication
COUNTDOWN TO
2010
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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 )
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
www.capetown.travel/2010
2010 Mini-website sneak preview
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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
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Confederations Cup
• 14-26 June 2009
• 2010 Welcome campaign launched (Soccer imagery)
• Extended stay campaign launched
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FINAL DRAW
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4 December 2009
2010 FIFA spouse programme
Media packages
Guest relations programme
Soccer imagery adapted to include language and
market targeted
GO…
2010 FIFA WORLD CUP
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11 June – 11 July
In-destination visitor services
In-destination marketing activations
Industry and community participation
Contact
[email protected]
“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
2009 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
• 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
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.