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LEISURE DOMESTIC MARKETING

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

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LEISURE DOMESTIC MARKETING

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  1. 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

  2. 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

  3. 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

  4. 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

  5. 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

  6. 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

  7. 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

  8. 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

  9. 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

  10. 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

  11. 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

  12. 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

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