2. presentation structure
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Introduction
Guiding marketing principles
Key objective
Brand
Markets
• International
• Domestic
Events
Cape Town & Western Cape Convention Bureau
Wesgro Film Promotion
Wesgro Research
Digital and social media
CRM database
World Design Capital 2014
An inspiring place to discover
4. introduction
The following presentation is for the purpose of our partners within the Western Cape
Tourism sector to get an overview of how Wesgro will be approaching the marketing of
the province for the next financial year (April 2014 – March 2015).
The past few months have been of great introspection and interrogation for us. We
have spent time reviewing what we have been doing for the past few years, and what
we need to change to meet the dynamic and highly competitive world of tourism. Our
purpose is to drive numbers (increase in visitors), value (increase in spend and bed
nights) and identify opportunities to decrease the low numbers around seasonality.
Our ultimate goal is to create more jobs and drive economic development within the
province that we call home. Wesgro houses destination marketing, convention
bureau, film promotion, trade and investment promotion, which means we have the
ability to cross sell across all our units and drive business in the Western Cape
This presentation is the property of Wesgro, the official tourism, trade and investment
promotion agency for the Western Cape.
Judy Lain, Chief Marketing Officer
6. guiding marketing principles
The guiding marketing principles for our marketing plan are as follows:
1. Our role is to market the Western Cape as an inspiring place to discover
throughout the year
2. To focus on both source and emerging markets that will show positive growth over
the next few years (numbers and value)
3. To have measurable deliverables in place and show return on investment for
money spent
4. Provide as much marketing support as possible to our regions
5. Develop communication based on research, insights and trends
6. Align our internal units effectively : Destination Marketing, Convention Bureau, Film
Promotion, Trade and Investment Promotion and others such as Cape Craft
Design Institute
7. Leverage digital and social media to drive the awareness of the province
An inspiring place to discover
8. key objective
To drive feet through the door, be it the….
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…airplane door
…accommodation door
…experience door
....car rental door
…retail door
….all doors relating to tourism in the Western Cape
An inspiring place to discover
11. brand architecture
We have develop a font that is truly unique to the Western Cape, with the vibrancy and
inspiration always coming through on the west (left hand side of the font).
Any of the regions, local tourism bodies and towns are welcome to use this font for
their logo. We will develop the logo for you and supply it free of charge. However
there are strict brand guidelines that need to be adhered to, to ensure consistency. As
consistency ensures that we feel like one, which is much stronger from a marketing
perspective.
On the following slide, you can see an example of how the brand architecture works.
An inspiring place to discover
13. tone
We are going to leverage the art of storytelling to build a brand story, an audience, an
emotional connection and bring to life the culture behind the communities, the regions,
the towns, the experiences and the events that are part of our province.
By using a person to tell an authentic story about a place or experience makes it more
engaging, inspiring and memorable. We encourage you to think about this when doing
your communication. Who can tell your story?
Everyone that tells a story about us, the Western Cape, is our brand ambassador,
regardless if they are famous or just a visitor.
An inspiring place to discover
16. source of visitors
2012 Share of Visitors
1% 1.30%
40.30%
57.40%
Visitor trends indicate a clear distinction in travel
patterns among the overseas and domestic
market. An influx of overseas visitors was
received across quarters one and four
(summer/peak season), while domestic visitors
dominated across the quarter two and three
(winter/off peak season).
(Source: Wesgro Research Publication: 2012
Annual Western Cape Tourism Trends)
http://wesgro.co.za/publications/publicationdirectory
Domestic
Overseas
Africa
No response
An inspiring place to discover
17. international markets
To drive awareness in the global market and position the Western Cape, we are taking
the following steps:
Step 1:
Country
Selection
Step 6:
Monitor and
evaluate
Step 2:
Trade body and
product input
Step 3:
Research (trade
and tourist)
Step 5:
Marketing
Step 4:
Development of
tourism
platforms
An inspiring place to discover
19. country selection
We have taken every country in the world and put them through four filters:
Filter 1: Decision Support Model
Proprietary tool of North West University’s TRADE research team. The model is used
to identify realistic trade opportunities for countries, provinces and industry sectors in
the form of high-potential product-market combinations including tourism.
Filter 2: Year on Year Growth
Year of Year Growth for the past three years with regards to international tourists into
South Africa and the Western Cape
An inspiring place to discover
20. country selection
Filter 3: South African Tourism
The Marketing Tourism Growth Strategy for South Africa by South African Tourism
Filter 4: Sense Check
We ran the data past various stakeholders for input to sense check based on their
market knowledge and experience.
Market Selection:
• United States of America
• Nigeria, Ghana and Angola
• United Kingdom, Germany, France
• Russia
• India
• China, Japan, Korea, Singapore
• Australia, New Zealand
An inspiring place to discover
21. trade body and product input
We have extended an invite out to the trade bodies to invite their members to a think
tank to discuss this country selection, identify alignments and leverage collaborative
insights, learnings and opportunities.
22. research
In-country research will be done via the following channels:
Traveller:
• Through social media, digital platforms, SAT and embassies we will gain a better
insight with regards to who the traveller is, what are the barriers to them travelling
to the Western Cape (for e.g. long haul, seasonality, safety) and find ways to
remove these barriers
Tour Operator:
• How is their business changing, and how can we assist through the provision of
content, tourism platforms, air access, visas etc to help support high volume, high
value tourists throughout the year?
An inspiring place to discover
23. development of tourism platforms
The Department of Economic Development and Tourism (DEDAT) will take this market
intelligence gathered through the research and assist in removing barriers (where
possible) and develop tourism platforms to meet the growing demands and needs of
tourists.
An inspiring place to discover
24. marketing
Marketing to the international market can happen through various channels. Channel
selection, key messaging and content will be based on the what we learn through our
research.
Channels could include:
• Trade shows
• We have taken a decision to no longer attend the old format large scale
exhibitions but rather focus on more focussed, strategically aligned road
shows with product. Final list to be confirmed once market research complete
• Media
• Educational, joint marketing agreements, provision of content etc with
selected media from countries selected
• Digital channels
• We are in the process on investigating which digital platforms for e.g. bing,
WeChat are best to reach the market in selected countries
An inspiring place to discover
25. monitor and evaluate
Each marketing activity will be monitored and evaluated to measure its effectiveness
and return of investment to see if what we have done has really driven feet through
the door.
Post campaign reports will be put together, and shared with interested parties.
An inspiring place to discover
26. working example
Herewith an example of how this process can work
Step
Source of Data / Support / Partnerships
Outcome
Market selection
Four Filter System
Japan
Trade body and private sector
input
Think Tank and engagements
Positive growth shown across
all products
Research
SAT
Online engagements and surveys
Embassies (South Africa and Japan)
Private Sector
Tour Operators
Older female market
Avid bird watchers
High value (length of stay,
accommodation selected and
spend)
Will travel in our winter
Development of Tourism
Platforms
Research, DEDAT
Development of bird huts
Marketing
Wesgro (digital, content marketing, social
media platforms, partnerships)
Private Sector (Consumer to Business)
Tour Operators (Business to Consumer)
Western Cape Birding
Sanparks
Cape Nature
Partnership with Western Cape
Birding and Birding Forum in
Japan to do a targeted
campaign to reach these
tourists, along with itinerary
development
Monitor and evaluate the process
Engagement with campaign
Increase in visits to birding huts
An inspiring place to discover
28. domestic market
The objective of our domestic marketing strategy is to ignite the passion in all South
Africa’s to travel domestically, by taking affordable weekend getaways, in support of
SAT’s domestic marketing campaign for 2014.
Not only do we want people from the other provinces to visit us, but we want to get
people within the Western Cape to travel between regions and discover the
uniqueness and beauty we have.
We will do this by showcasing hidden gems, regional events and niche tourism
experiences and affordable offers across all our regions.
An inspiring place to discover
29. domestic market
We have developed a 12-month marketing programme, with each region having a
month dedicated to them. The Wesgro team will visit each region with the relevant
regional or local tourism body a month or two before their campaign month. Our team
will be tasked to find the hidden gems, events and experiences that are unique to each
area. This content will then be used to develop digital and social media campaigns
that will help drive awareness domestically.
This content will also be tailor made for our international market where applicable.
Not only that, we are also doing campaigns around niche tourism themes,
educational’s with tour operators, private sector and media, marketing and event
support for regional events, while working closely with SMME’s.
An inspiring place to discover
30. Month
Region
April
Theme
Educational
Avi-tourism & nature
with Sanparks and
Cape Nature
Events
SMME’s
Old Mutual Two
Oceans Marathon
Regional event
X
May
Cape Karoo
June
Cape Garden Route
and Klein Karoo
Regional event
X
July
Cape Winelands
Pick n Pay Knysna
Oyster Festival
X
August
Cape Overberg
Regional event
X
September
Cape West Coast
Tourism Month
Loeries
X
Wine and Cuisine
Volvo Ocean Yacht
Race
X
Regional events
X
October
GHFM and Route 62
(Live broadcast)
X
Cape West Coast
November
December
Cape Winelands and
Cape Town
Cape Town
X
January
Culture and Music
February
Biking (MTB and
Road)
March
Aqua-tourism
J&B Met,
Franschhoek Harvest
Festival
Cape Overberg
X
CT Carnival, Cape
Argus PnP Cycle
Tour, ABSA Cape
Epic, CT Jazz,
Design Indaba
X
X
32. events
Whether it is a regional event, or major event, events in general have the capacity to
showcase our people and towns/city on a global stage.
Events can drive visitor numbers, generate increased spend and also provide
platforms for the visitor to interact with the local culture, local people and explore our
scenic landscapes and towns.
Going forward we are going to put more focus and resource on the marketing of the
regional and major events to:
• help drive tickets sales (where applicable) or visitor numbers
• provide content and itineraries to help increase bed nights and spread across the
province pre / post event
All events that we support will feature on our new event portal that we are in the
process of developing on our new website, but any event within the province may also
feature, free of charge, on our events portal. Data forms will be on the new website for
event organisers to fill in.
An inspiring place to discover
33. major events
The major events include:
• Old Mutual Two Oceans Marathon
• Pick n Pick Knysna Oyster Festival
• Loeries
• The J&B Met
• Design Indaba
• Cape Town Carnival
• ABSA Cape Epic
• Cape Town International Jazz Festival
• Volvo Ocean Yacht Race
They offer us a great story to tell in the overseas markets and we have started the
process of working with the event organisers to see how better we can work together
and market these events internationally to drive visitor numbers to the province.
An inspiring place to discover
34. regional events
Regional events, have the opportunity to help drive an increase in domestic visitor
numbers over the traditionally quiet winter time. These events also have a very
important role in showcasing the uniqueness of their town / area, their culture and their
people.
We have also simplified the application process for funding for the regional events.
Step 1: Events are to fill in the new application form (these have been supplied to all
regional tourism organisations)
Step 2: Event to submit form to RTO for selection (submission date to be obtained
directly from RTO)
Step 3: RTO to submit selection to Wesgro by 28th February 2014
Step 4: Wesgro will inform RTO by 31st March 2014 what events we are able to
support, along with a proposal of how we will support both financially and
non-financially
An inspiring place to discover
37. cape town & western cape convention bureau
We will continue to leverage our BestCities Global Alliance and partnerships with trade
bodies and private sector to continue driving the highly lucrative business events
sector for Cape Town and the Western Cape.
We will also look at cross marketing opportunities with the destination marketing, trade
and investment promotion teams when they go in-market.
The services and support offered by the business unit include:
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Bid assistance including bid book production
Convention planning support
Delegate boosting
Provision of destination marketing material
Incentive meeting support
Corporate meeting support
Exhibition support
BestCities Global Alliance network introduction
An inspiring place to discover
39. wesgro film promotion
Cape Town and the Western Cape offers international film makers the best of
everything, from a wide variety of locations within two hours of the city centre to our
world class infrastructure and talent.
Our Film Promotion team, will work in partnership with our destination marketing team
with marketing the province as a world class destination for film.
Projects include (but not limited to):
• Familiarisation hosting trips for film executives with regards to locations and
infrastructure
• Participation in international film exhibitions and festivals
• Creation of maps / itineraries showcasing film locations from movies shot in our
province
• Destination marketing material
• Marketing campaigns around films that have been shot in the province
An inspiring place to discover
41. wesgro research
Our team of economists that form the Wesgro Research Business Unit work incredibly
closely with the tourism team to assist us in market selection, stats, trend analysis etc.
We are in the process of developing on online portal and we will be encouraging
products, regions and towns across the province to partner with us. The objective of
this portal is to gather data with regards to occupancy rates, room rates, visitor
numbers, reasons for visit, needs etc and convert this into usable and valuable reports
for you to use in your business and marketing plans.
An inspiring place to discover
43. website (www.discover-ctwc.co.za)
We are changing our URL from www.tourismcapetown.co.za to www.discoverctwc.co.za) to help lesson the confusion between our site and Tourism CapeTown’s
website.
We are also in the process of rebuilding our website, to make it more functional, the
consumer journey better, more interactive (for e.g. audio road trip of Cape to Namibia
route or plan your holiday function), more visuals, more videos less copy etc.
This will also allow us the opportunity to assist smaller towns who are unable to have a
website due to resource limitations as we will develop a page for them built into our
website. It will also allows us to link more effectively with regions and towns that have
highly effectively and successful websites.
We are also understanding the new approach to SEO and how best to build around
these new parameters.
An inspiring place to discover
44. social media
Our three major platforms are:
• Facebook (https://www.facebook.com/TourismCapeTown?fref=ts)
• Twitter (https://twitter.com/TourismCapeTown)
• LinkedIn (Group: Cape Town & Western Cape Destination Markting)
We will continue to leverage, build, amplify and improve how we use social media to
drive awareness of the Western Cape.
An inspiring place to discover
46. crm programme
We are also in the process of cleaning up the Cape Town Routes Unlimited (CTRU)
and Wesgro databases, inputting them into a CRM system, and then to start
developing bespoke, effective content marketing and engagement campaigns with our
database.
The database is made up of:
• regional and local tourism bodies
• private sector
• trade
• media
• consumer (which we will develop from our digital and social media platforms)
An inspiring place to discover
48. world design capital 2014
Across all our marketing platforms, especially those in the
international markets, we are doing an awareness drive
around World Design Capital 2014.
We have developed itineraries for the international markets
bringing design to life for example in craft beer route, the art of wine making route,
culture and art across all our regions.
An inspiring place to discover
