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JULY 28, 2008 - STRICTLY CONFIDENTIAL
CAPE TOWN DESTINATION MARKETING
THINK TANK
OUTPUTPARTICIPANTS: CAPTAINS OF INDUSTRY & CHAMPIONS OF
CAPE TOWN
WORKSHOP DATES: 25/26 JULY & 4 - 8 AUGUST 2008
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
JULY 28, 2008 - STRICTLY CONFIDENTIAL
OUR FOCUS
DESTINATION MARKETING
DESTINATION MARKETING
VISITOR SERVICESVISITOR
SERVICESINDUSTRY SERVICESINDUSTRY SERVICESX X
BRAND ‘CAPE TOWN’
BRAND ‘CAPE TOWN’
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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!
BRAND ‘CAPE TOWN’
BRAND ‘CAPE TOWN’
JULY 28, 2008 - STRICTLY CONFIDENTIAL
OUR ESSENCE
• Mountain
• Mystery
• Nature
• Location
• Potential
• Must see
• Unbalanced
• Local distinctiveness
NOW FUTURE
• People
• Accessible
• Trendy
• Destination
• Promise
• World class
• Responsible
• Global competitiveness
JULY 28, 2008 - STRICTLY CONFIDENTIAL
OUR ESSENCE (CNTD)
• Brown
• Maybe
• Diversity
• Apart
• Attractive
• Cliché
• Experience
• Uncertain
• Beautiful
NOW FUTURE• Green, Pink
• Definite
• Celebrated
• Embracing
• Creative
• Differentiation
• Responsible
• Magnetic
• Passionate
JULY 28, 2008 - STRICTLY CONFIDENTIAL
OUR ESSENCE (CNTD)
• Surprising
• Madiba
• Distant
• Potjiekos
• Friendly
• Cosmopolitan
• Unsafe
• Happening
• Experience
NOW FUTURE• Appreciated
• Sexy
• Desirable
• Memorable
• Organised
• Exciting
• Safe
• Hot
• Extraordinary
JULY 28, 2008 - STRICTLY CONFIDENTIAL
IMPORTANTLY
THINK TANK
SERIES
THINK TANK
SERIESTHOUGHT LEADERSTHOUGHT LEADERS
NEW MANDATE
NEW MANDATE
TEAM CAPE TOWN TOURISM
TEAM CAPE TOWN TOURISM
INDUSTRY (X2)INDUSTRY (X2)
KEY STAKEHOLDERSKEY STAKEHOLDERS
JULY 28, 2008 - STRICTLY CONFIDENTIAL
IMPORTANTLY
KEY TRENDSKEY TRENDS
BEST PRACTICEBEST PRACTICE
SEGMENTSSEGMENTS
PROPOSITION&
PRIORITIES
PROPOSITION&
PRIORITIESTARGET MARKETSTARGET MARKETS
MARKETING
FRAMEWORK
MARKETING
FRAMEWORK
JULY 28, 2008 - STRICTLY CONFIDENTIAL
IMPORTANTLY (CNTD)
AUGUST 14TH
AUGUST 14TH
MARKETING
STRATEGY
MARKETING
STRATEGY
BUSINESS PLAN
2008 - 2012
BUSINESS PLAN
2008 - 2012
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
JULY 28, 2008 - STRICTLY CONFIDENTIAL
TOP 6 ICONS OF CT
CREATIVITY
MOUNTAIN
PEOPLE
ROBBEN ISLAND
COLOUR
NATURE / ENVIRONMENT
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
JULY 28, 2008 - STRICTLY CONFIDENTIAL
• Core
• Recognition
• Iconic
• Shape
• Conservation
• Experience
• Drama
• Achievement
• Home
MOUNTAIN
• Strength
• Stability
• Direction
• Energy
• Nature
• Heritage
• Spirituality
• Peace
TOP 6 ICONS OF CT (CNTD)
JULY 28, 2008 - STRICTLY CONFIDENTIAL
• Characters
• Humour
• Cultures
• Expression
• Accent
• Pride
• Personality
• Beautiful
PEOPLE
TOP 6 ICONS OF CT (CNTD)
• Language
• Emotion
• Desmond Tutu
• Nelson Mandela
• Attitude
• Passionate
• Minstrels
• Diverse
JULY 28, 2008 - STRICTLY CONFIDENTIAL
• Mandela
• Freedom
• History
• Peace
• Forgiveness
• Hope
• Sadness
• Environment
• View
ROBBEN ISLAND
• 46664 (021)
• Planet
• Micro-cosm
• “Never again”
• Pilgrimage
• Legacy
• Heritage
• Emotion
• Home
TOP 6 ICONS OF CT (CNTD)
JULY 28, 2008 - STRICTLY CONFIDENTIAL
• Light
• Fynbos
• People
• Sky, water
• Bo-Kaap
• Africa
• Rainbow
• Food
• Market
• Contrast
COLOUR
• Immersion
• Wine
• Soul
• Nature
• Prism
• Creativity
• Flavour
• V&A
• Bright
TOP 6 ICONS OF CT (CNTD)
JULY 28, 2008 - STRICTLY CONFIDENTIAL
• Responsibility
• Unspoilt
• Picturesque
• Diversity
• Overwhelming
• Knowledge
• Accessible
• Penguins
• Cape Doctor
NATURE / ENVIRONMENT
• Uniqueness
• Flora and Fauna
• Authenticity
• Spectacular
• Space
• Wilderness
• Fragile
• Climate
• Marine
TOP 6 ICONS OF CT (CNTD)
JULY 28, 2008 - STRICTLY CONFIDENTIAL
ARCHITECTUREBASED ON OUR ICONS
CREATIVIT
Y
CREATIVIT
Y
MOUNTAIN
MOUNTAIN
PEOPLE
PEOPLE
ROBBEN ISLAND
ROBBEN ISLAND
COLOUR
COLOUR
NATURE /
ENVIRONMENT
NATURE /
ENVIRONMENT
BRAND CTBRAND CT
ICONIC ELEMENTS
RESULTING SPIRIT OF THE DESTINATION
Our HOW
, Atti
tude
Our HOW
, Atti
tude
Strength
, solid
ity,
confidence
Strength
, solid
ity,
confidence
Charact
er, st
yle,
cultu
re,
uniqueness
Charact
er, st
yle,
cultu
re,
uniqueness
Freedom
, hope,
history
, our
storie
sFre
edom, h
ope,
history
, our
storie
sFla
re, v
ibra
ncy,
FUSION,
express
ion
Flare
, vib
rancy
,
FUSION,
express
ion Purit
y,
authentic
ity,
resp
onsibili
ty,
beautyPurit
y,
authentic
ity,
resp
onsibili
ty,
beauty
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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 ...
JULY 28, 2008 - STRICTLY CONFIDENTIAL
CAPE TOWN is….
• Lifestyle
• Natural
• Joy
• Life
• Alive
• Freedom
• Living
• Real
• Energy
• Creative
• Spice
• Colour
• Emotion
• Soul
• Escape
• Captivating
JULY 28, 2008 - STRICTLY CONFIDENTIAL
VISION FOR CT
“ TO BE CELEBRATED
GLOBALLY FOR CREATIVE
FREEDOM”
JULY 28, 2008 - STRICTLY CONFIDENTIAL
TOP TRENDS
VOLUNTOURISM
RESPONSIBLE LIVING
EASIER, FASTER, BETTER
EXPERTS ON BOARD
ADULTS ONLY
ESCAPISM
BRAND LIFE – BEYOND TOURISM TO LIFESTYLE
DESTINATION: MUSEUM
STYLE
DISCOVERYAFFINITY
ACCOUNTABILITY
JULY 28, 2008 - STRICTLY CONFIDENTIAL
HOW : TRENDS TO NOTE
• 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
• Movies
• Interactive
• Independent
• Service
• LCCs
• Post-decision information
• Customisation
• Design literacy
• Word of mouth
• Internet booking and research
• Word of Mouth
JULY 28, 2008 - STRICTLY CONFIDENTIAL
WHAT : TOP TRENDS FOR CT - PRIORITISED
1. RESPONSIBLE LIVING & THE ENVIRONMENT
2. CREATIVITY
3. CULTURAL TOURISM
4. ESCAPISM
5. NICHE, TAILOR MADE, SPECIAL INTEREST: “me”
Applying to LEISURE, BUSINESS and EVENTS
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
JULY 28, 2008 - STRICTLY CONFIDENTIAL
TOP 5 OPPORTUNITIES FOR CT: OVERVIEW
1. CREATIVE Economy
2. Making a GLOBAL STATEMENT
3. Leveraging the MOVIE INDUSTRY
4. CITIZEN Mobilisation
5. A GREEN Cape Town
JULY 28, 2008 - STRICTLY CONFIDENTIAL
• 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
TOP 5 OPPORTUNITIES FOR CT: IMPERATIVES FOR DELIVERY
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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!
CAPE TOWN Marketing Framework
JULY 28, 2008 - STRICTLY CONFIDENTIAL
CAPE TOWN Marketing Framework
STRATEGIC OBJECTIVE
Through creative, targeted and cost-effective marketing activity, todevelop a mix of target market segments that together will improvethe ratio of year on year growth of high yield business all-year-round, with good geographical distribution across the city region.
JULY 28, 2008 - STRICTLY CONFIDENTIAL
KEY PRINCIPLES
Cape Town Tourism’s marketing programme must reinforce Cape Town’sposition as a desirable destination and deliver new business for Cape Town inthe most cost-effective way, making best use of a limited budget andpositioning 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
CAPE TOWN Marketing Framework
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
CAPE TOWN Marketing Framework
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
CAPE TOWN Marketing Framework
JULY 28, 2008 - STRICTLY CONFIDENTIAL
CAPE TOWN Marketing Framework
DEVELOPING THE BRAND
A brand is essentially a promise. It is not a name, a slogan, a strap lineor 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!
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
CAPE TOWN Marketing Framework
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
CAPE TOWN Marketing Framework
JULY 28, 2008 - STRICTLY CONFIDENTIAL
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
CAPE TOWN Marketing Framework