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CAPE TOWN DESTINATION MARKETING THINK TANK OUTPUT

CAPE TOWN DESTINATION MARKETING THINK TANK OUTPUT. PARTICIPANTS: CAPTAINS OF INDUSTRY & CHAMPIONS OF CAPE TOWN WORKSHOP DATES: 25/26 JULY & 4 - 8 AUGUST 2008. CONTENTS. CAPE TOWN: the icon An International Perspective The Cape Town VISION Top Trends Best Practice Where Do We Play?

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CAPE TOWN DESTINATION MARKETING THINK TANK OUTPUT

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  1. CAPE TOWN DESTINATION MARKETINGTHINK TANKOUTPUT PARTICIPANTS: CAPTAINS OF INDUSTRY & CHAMPIONS OF CAPE TOWNWORKSHOP DATES: 25/26 JULY & 4 - 8 AUGUST 2008

  2. CONTENTS • CAPE TOWN: the icon • An International Perspective • The Cape Town VISION • Top Trends • Best Practice • Where Do We Play? • The BIG Ideas & Opportunities • CAPE TOWN MARKETING STRATEGY FRAMEWORK • Great Expectations

  3. OUR FOCUS BRAND ‘CAPE TOWN’ DESTINATION MARKETING X X VISITOR SERVICES INDUSTRY SERVICES

  4. BRAND ‘CAPE TOWN’ IS / ISN’T • IS • Positioning destination as a BRAND and EXPERIENCE • Context for new function of CTT • Competitive proposition • Potential • Raw material for Brand • Platform for Marketing Strategy • NOT • Structure and role of CTT • Designing a new Strategy for CTT • LOGO and corporate identity!

  5. OUR ESSENCE • Mountain • Mystery • Nature • Location • Potential • Must see • Unbalanced • Local distinctiveness NOW FUTURE • People • Accessible • Trendy • Destination • Promise • World class • Responsible • Global competitiveness

  6. OUR ESSENCE (CNTD) NOW FUTURE • Brown • Maybe • Diversity • Apart • Attractive • Cliché • Experience • Uncertain • Beautiful • Green, Pink • Definite • Celebrated • Embracing • Creative • Differentiation • Responsible • Magnetic • Passionate

  7. OUR ESSENCE (CNTD) NOW FUTURE • Surprising • Madiba • Distant • Potjiekos • Friendly • Cosmopolitan • Unsafe • Happening • Experience • Appreciated • Sexy • Desirable • Memorable • Organised • Exciting • Safe • Hot • Extraordinary

  8. PROCESS Review

  9. IMPORTANTLY NEW MANDATE THINK TANK SERIES THOUGHT LEADERS KEY STAKEHOLDERS TEAM CAPE TOWN TOURISM INDUSTRY (X2)

  10. IMPORTANTLY KEY TRENDS PROPOSITION & PRIORITIES MARKETING FRAMEWORK BEST PRACTICE SEGMENTS TARGET MARKETS

  11. IMPORTANTLY (CNTD) AUGUST 14TH MARKETING STRATEGY BUSINESS PLAN 2008 - 2012

  12. CAPE TOWN: the ICON 3rd best City in the World & best City in Africa & Middle East • TRAVEL & LEISURE WORLD BEST AWARDS (JULY 2008) Best City to live in, Africa & Middle-East - MERCER QUALITY OF LIVING SURVEY, 2008 One of the world’s top 5 Bluest Sky Destinations – EXPEDIA.COM, 2006 Boulder’s Beach: World’s Best Family Beach - UK TELEGRAPH, 2007 Best Food City in the World - LONELY PLANET, 2008 One of the “Places of a Lifetime” - NATIONAL GEOGRAPHIC TRAVELER, 2008

  13. Examining, Building and Refining THINK TANK Results

  14. TOP 6 ICONS OF CT CREATIVITY MOUNTAIN PEOPLE ROBBEN ISLAND COLOUR NATURE / ENVIRONMENT

  15. TOP 6 ICONS OF CT • Fashion • Film • Photography • Design • Environment • Arts & Culture • Music • Attitude • Spirit • New Media CREATIVITY • Innovation • Décor • Creative Economy • Cape-Chic • Architecture • Ideas Industry • Lifestyle • Events • Creative Pockets

  16. TOP 6 ICONS OF CT (CNTD) • Core • Recognition • Iconic • Shape • Conservation • Experience • Drama • Achievement • Home MOUNTAIN • Strength • Stability • Direction • Energy • Nature • Heritage • Spirituality • Peace

  17. TOP 6 ICONS OF CT (CNTD) • Characters • Humour • Cultures • Expression • Accent • Pride • Personality • Beautiful PEOPLE • Language • Emotion • Desmond Tutu • Nelson Mandela • Attitude • Passionate • Minstrels • Diverse

  18. TOP 6 ICONS OF CT (CNTD) • Mandela • Freedom • History • Peace • Forgiveness • Hope • Sadness • Environment • View ROBBEN ISLAND • 46664 (021) • Planet • Micro-cosm • “Never again” • Pilgrimage • Legacy • Heritage • Emotion • Home

  19. TOP 6 ICONS OF CT (CNTD) • Light • Fynbos • People • Sky, water • Bo-Kaap • Africa • Rainbow • Food • Market • Contrast COLOUR • Immersion • Wine • Soul • Nature • Prism • Creativity • Flavour • V&A • Bright

  20. TOP 6 ICONS OF CT (CNTD) • Responsibility • Unspoilt • Picturesque • Diversity • Overwhelming • Knowledge • Accessible • Penguins • Cape Doctor NATURE / ENVIRONMENT • Uniqueness • Flora and Fauna • Authenticity • Spectacular • Space • Wilderness • Fragile • Climate • Marine

  21. ARCHITECTUREBASED ON OUR ICONS BRAND CT ICONIC ELEMENTS CREATIVITY MOUNTAIN PEOPLE COLOUR NATURE / ENVIRONMENT ROBBEN ISLAND RESULTING SPIRIT OF THE DESTINATION Our HOW, Attitude Strength, solidity, confidence Character, style, culture, uniqueness Flare, vibrancy, FUSION, expression Purity, authenticity, responsibility, beauty Freedom, hope, history, our stories

  22. An INTERNATIONAL perspective EXPERTS SAY : “Famous and successful cities are usually associated in people’s minds with a single quality, promise, attribute or story.” “All decisions are partly rational and partly emotional.” “Paris is romance, Milan is style, New York is energy, Washington is power, Tokyo is modernity, Barcelona is culture, Rio de Janeiro is fun…” CAPE TOWN IS ...

  23. CAPE TOWN is…. • Lifestyle • Natural • Joy • Life • Alive • Freedom • Living • Real • Energy • Creative • Spice • Colour • Emotion • Soul • Escape • Captivating

  24. VISION FOR CT “ TO BE CELEBRATED GLOBALLY FOR CREATIVE FREEDOM”

  25. CAPE TOWN’S ESSENCE “CAPE TOWN LIVES”

  26. TOP TRENDS EASIER, FASTER, BETTER VOLUNTOURISM ACCOUNTABILITY ADULTS ONLY EXPERTS ON BOARD RESPONSIBLE LIVING STYLE BRAND LIFE – BEYOND TOURISM TO LIFESTYLE ESCAPISM DISCOVERY AFFINITY DESTINATION: MUSEUM

  27. HOW : TRENDS TO NOTE • Movies • Interactive • Independent • Service • LCCs • Post-decision information • Customisation • Design literacy • Word of mouth • Internet booking and research • Word of Mouth • Placement: product, place • Their language • Airline / airport experience • Luxury + (6/7/8 Star) • 24/7/365 • Efficiency • Last minute • Short stays • Events • Country Brand • Social networking

  28. WHAT : TOP TRENDS FOR CT - PRIORITISED • RESPONSIBLE LIVING & THE ENVIRONMENT • CREATIVITY • CULTURAL TOURISM • ESCAPISM • NICHE, TAILOR MADE, SPECIAL INTEREST: “me” Applying to LEISURE, BUSINESS and EVENTS

  29. BEST PRACTICE DESTINATIONS : LEARNINGS • Vision • Events Strategy • Iconic attractions & landmarks • Awards, incentives & recognition • Marketing of the seasons • Destination personality, vibe, style • Culturally driven • Celebrating (recent) history • Aqua-tourism culture • Corporate model / PPP BERLIN VANCOUVER LONDON BARCELONA PARIS SINGAPORE CAPE TOWN DUBLIN MELBOURNE NEW YORK GOTENBERG

  30. BEST PRACTICE: LEARNINGS (CNTD) • Café-culture • Clear, shared singular positioning • Packaging under emotional umbrella • Easy-to-visit: access, mobility within, friendliness • Engage support of citizenry • Celebrate environment • Visitor language throughout city • Connection to sub-communities • Iconic imagers - places, emotions BERLIN VANCOUVER LONDON BARCELONA PARIS SINGAPORE CAPE TOWN DUBLIN MELBOURNE NEW YORK GOTENBERG

  31. BEST PRACTICE: LEARNINGS (CNTD) • Foot-friendly • Cosmopolitan yet cultural roots in identity • Promotion of pockets • Museums to honour major events • ‘Living the Brand’ • Fundamentals: • Transport • Security • Cleanliness • Collateral: guides, retail dimension • Website - engaging, experiential BERLIN VANCOUVER LONDON BARCELONA PARIS SINGAPORE CAPE TOWN DUBLIN MELBOURNE NEW YORK GOTENBERG

  32. TOP 5 OPPORTUNITIES FOR CT: OVERVIEW • CREATIVE Economy • Making a GLOBAL STATEMENT • Leveraging the MOVIE INDUSTRY • CITIZEN Mobilisation • A GREEN Cape Town

  33. TOP 5 OPPORTUNITIES FOR CT: IMPERATIVES FOR DELIVERY • Ownership and leadership • Top level Champion for Destination CT • Every citizen of CT must own the Brand • Accessibility: psychological, transport systems, pricing, destination knowledge • Co-operative approach with CTRU, SAT, private sector and key stakeholders to maximise learnings, resources and impact • Sister cities as active partners: knowledge transfer, cross-promotion • Behaviour of locals: pride, participation, reflections of Brand • Culture of celebrating success • Targeting: local, domestic and international • Successful PPPs: commitment, investment, knowledge sharing • Resources: funding, people, research, networks

  34. WHERE DO WE PLAY? • Understand the Market • “Sense of Place” - Know our Product • Choose the Attractive Segments • Market the Destination in a focused manner • Collaborate, don’t duplicate

  35. CAPE TOWN Marketing Framework CAPE TOWN TOURISM... OUR PURPOSE “Making a Real difference for Cape Town today” OUR VISION  “To be celebrated as THE leading tourism association of choice” OUR ESSENCE  “Living Cape Town, Loving Cape Town!

  36. CAPE TOWN Marketing Framework STRATEGIC OBJECTIVE Through creative, targeted and cost-effective marketing activity, to develop a mix of target market segments that together will improve the ratio of year on year growth of high yield business all-year-round, with good geographical distribution across the city region.

  37. CAPE TOWN Marketing Framework KEY PRINCIPLES Cape Town Tourism’s marketing programme must reinforce Cape Town’s position as a desirable destination and deliver new business for Cape Town in the most cost-effective way, making best use of a limited budget and positioning its work sensibly in relation to that of CTRU and SAT. • Responsible Tourism • Joint Marketing • Focus on limited number of activities that it can do well • Facilitate action by others • Partnership • Target a small number of highly productive market segments • Maximise the lifetime value of customers • Direct relationship with SAT • Allow SAT and CTRU’s to lead development of ‘new’ markets, but support • Product development to meet market needs

  38. CAPE TOWN Marketing Framework TARGET MARKETS Leisure • Foreign - UK, Germany, Netherlands and USA – NSSAs (Next Stop South Africa) and Wanderlusters • Domestic breaks and holidays - Gauteng, E Cape and Western Cape • SADC countries - Namibia, Kenya and Nigeria Business Tourism • Conversion Events

  39. CAPE TOWN Marketing Framework THEMES AND EXPERIENCES– INNOVATIVE PACKAGING • ‘Must see’ attractions and events • Scenic splendour, Nature and Wilderness • Food and wine • Romance • Body, mind, spirit • Diamonds and gold • Green/Responsible Living • Creativity • Evolution of the nation – an icon of FREEDOM • Escapism • The Open Road • Events • Business • Gay Lifestyle • Activities, Adventure and Sport/s • Culture, Heritage & People

  40. CAPE TOWN Marketing Framework DEVELOPING THE BRAND A brand is essentially a promise. It is not a name, a slogan, a strap line or a logo. • Relevant to its audience • Differentiated from its competition • Compelling in its impact • Delivered consistently over time Once CTT and the core of its tourism industry are living the brand, the rest of the industry should be encouraged to join in; and then the people of Cape Town. LIVING THE BRAND IS ESSENTIAL!

  41. CAPE TOWN Marketing Framework MARKETING ACTIVITIES Focus on implementing the most cost-effective types of marketing activity. • Co-operative marketing agreements and partnerships • Proactively targeting writers/journalists • Consumer driven e-Marketing in target markets • Domestic market breaks campaign, focused on winter – Cape Town on sale • Major exhibitions: ITB, WTM, Indaba • Leverage 2010 FIFA Soccer World Cup media publicity and joint marketing opportunities • Enabling others to market Cape Town – CHALLENGE FUND • Word of Mouth – Social Networks / Web 2.0 • Use Business Tourism and Events to convert visitors to Leisure visitors – extended stay campaigns

  42. CAPE TOWN Marketing Framework WHAT THE INDUSTRY EXPECTS FROM CTT • Leadership, Guidance & Support • Partnership, alignment & joint marketing – CAPE TOWN & WESTERN CAPE • Focus on PR / Guest Relations • Website & eMarketing • Targeted Communication • CT Trade Show • Expat Campaign • Leverage & Cooperate • Be our “VOICE” – lobby and speak out > responsiveness • Connect with/use CAPE TOWN CHAMPIONS • Platform for relevant & topical educational sessions/mentorship of industry • Education/awareness with focus on local citizens • Innovate > stay relevant • Look beyond members of CTT • Team Cape Town > equip us with a Marketing Toolkit

  43. CAPE TOWN Marketing Framework WHAT THE INDUSTRY EXPECTS FROM CTT • Focus • More Domestic Campaigns – make us part of the planning • Event Strategy • Reintroduce Capetonians to the Centre of Cape Town & spread people • Pricing Strategy > CT to remain value for money • Professionalism • Business Tourism cannot be an after-thought • Product development in line with Marketing • Collaborative Strategy that includes the 1st, 2nd & 3rd economy • Implementation > action • Mobilise the Industry • Mobilise citizens • Tackle safety > communicate with ONE voice • Be accountable as Team CTT • Excellence

  44. THANK YOU

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