JULY 28, 2008 - STRICTLY CONFIDENTIAL CAPE TOWN DESTINATION MARKETING THINK TANK OUTPUT...

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


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


OUR FOCUS

DESTINATION MARKETING

DESTINATION MARKETING

VISITOR SERVICESVISITOR

SERVICESINDUSTRY SERVICESINDUSTRY SERVICESX X

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!




OUR ESSENCE

• Mountain

• Mystery

• Nature

• Location

• Potential

• Must see

• Unbalanced

• Local distinctiveness

NOW FUTURE

• People

• Accessible

• Trendy

• Destination

• Promise

• World class

• Responsible

• Global competitiveness


OUR ESSENCE (CNTD)

• Brown

• Maybe

• Diversity

• Apart

• Attractive

• Cliché

• Experience

• Uncertain

• Beautiful

NOW FUTURE• Green, Pink

• Definite

• Celebrated

• Embracing

• Creative

• Differentiation

• Responsible

• Magnetic

• Passionate


OUR ESSENCE (CNTD)

• Surprising

• Madiba

• Distant

• Potjiekos

• Friendly

• Cosmopolitan

• Unsafe

• Happening

• Experience

NOW FUTURE• Appreciated

• Sexy

• Desirable

• Memorable

• Organised

• Exciting

• Safe

• Hot

• Extraordinary


PROCESS Review


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


IMPORTANTLY

KEY TRENDSKEY TRENDS

BEST PRACTICEBEST PRACTICE

SEGMENTSSEGMENTS

PROPOSITION&

PRIORITIES

PROPOSITION&

PRIORITIESTARGET MARKETSTARGET MARKETS

MARKETING

FRAMEWORK

MARKETING

FRAMEWORK


IMPORTANTLY (CNTD)

AUGUST 14TH

AUGUST 14TH

MARKETING

STRATEGY

MARKETING

STRATEGY

BUSINESS PLAN

2008 - 2012

BUSINESS PLAN

2008 - 2012


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


Examining, Building and Refining THINK TANK Results


TOP 6 ICONS OF CT

CREATIVITY

MOUNTAIN

PEOPLE

ROBBEN ISLAND

COLOUR

NATURE / ENVIRONMENT


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


• Core

• Recognition

• Iconic

• Shape

• Conservation

• Experience

• Drama

• Achievement

• Home

MOUNTAIN

• Strength

• Stability

• Direction

• Energy

• Nature

• Heritage

• Spirituality

• Peace

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


• Mandela

• Freedom

• History

• Peace

• Forgiveness

• Hope

• Sadness

• Environment

• View

ROBBEN ISLAND

• 46664 (021)

• Planet

• Micro-cosm

• “Never again”

• Pilgrimage

• Legacy

• Heritage

• Emotion

• Home



• Light

• Fynbos

• People

• Sky, water

• Bo-Kaap

• Africa

• Rainbow

• Food

• Market

• Contrast

COLOUR

• Immersion

• Wine

• Soul

• Nature

• Prism

• Creativity

• Flavour

• V&A

• Bright



• Responsibility

• Unspoilt

• Picturesque

• Diversity

• Overwhelming

• Knowledge

• Accessible

• Penguins

• Cape Doctor

NATURE / ENVIRONMENT

• Uniqueness

• Flora and Fauna

• Authenticity

• Spectacular

• Space

• Wilderness

• Fragile

• Climate

• Marine



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


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 ...


CAPE TOWN is….

• Lifestyle

• Natural

• Joy

• Life

• Alive

• Freedom

• Living

• Real

• Energy

• Creative

• Spice

• Colour

• Emotion

• Soul

• Escape

• Captivating


VISION FOR CT

“ TO BE CELEBRATED

GLOBALLY FOR CREATIVE

FREEDOM”


CAPE TOWN’S ESSENCE

“CAPE TOWN LIVES”


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


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


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


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


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


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


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


• 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


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


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



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.


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



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



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




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!


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



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



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



THANK YOU

JULY 28, 2008 - STRICTLY CONFIDENTIAL CAPE TOWN DESTINATION MARKETING THINK TANK OUTPUT...

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