Launching the West Coast Way

WCBCI Milestone Event28th November 2014

Starting the Journey• Tourism regarded by Corridor stakeholders as a growth & opportunities sector compatible with

biodiversity & cultural heritage protection

• Main tourism attractions• Food and wine experiences• Cultural diversity experiences• Biodiversity experiences e.g birding, trails, water sports• Events

• However, sector is under-performing, despite• Product diversity & density• Proximity to Metropole• Good infrastructure network• Existing linkages to established routes

• Catalysts for enhanced performance & growth identified as:• Unifying branding• Route marketing• Co-opetition• Investment • Inclusivity

Branding of the West Coast: Uniqueness

• Cultural heritage & vibrancy

• Wanderlust

• Wide, open spaces – air, ocean, land

• Landscapes

• Adventure

• Authenticity

• Diversity

• Significance

Focusing on Tourism as the Lead Sector

Tourism Sector Focus

Extended & integrated protected

area

West Coast Tourism Routes

West Coast Tourism

Investment

West Coast Tourism SMME

Support

Milestones on the Journey23rd October 2013

First Tourism Stakeholder Engagement

Workshop

WCBCI PSC Approves project on

26 Nov 2013

Tourism Heritage

Route

Tourism Route Research

Undertaken Jan/Feb 2014

25th March 2nd Tourism Stakeholder Workshop

Appointed Task Team

Majority decision to Proceed with

TT’s proposal endorsed by PSC of 23rd June 2014

30th April 2014 Branding Workshop with Synnovation &

external experts

20th June 2014 Tourism TT Report

Back to Stakeholders

Consensus

• West Coast is an ideal Tourism Route Location

• Protection of the ecological and heritage biodiversity of the WCBC depends on the value attributed thereto

• WCBC must be marketed within its broader regional context

• Route must be inclusive and accessible

• Route must be representative of the heritage of all communities

• Route must be inclusive benefitting all communities

• Route must be sustainable i.e. driven as a business & membership financed

Key Risks Identified

• Lack of trust amongst stakeholders

• Large product owners not buying in as intent on “going it alone”

• Free riders

• Sabotage mentality

• Exclusion of communities

Route ScenariosRoute Launched & Product and Landowners Commit

Route Launched & Product & Landowners Observe

• Collective marketing efficiencies• Increased visibility of the West Coast• Increased visitor numbers to all attractions• Generally improved product quality• Higher visitor spend in the West Coast• Spatial integration• Increased social capital• Knowledge – sharing• New Routes continuously marketed• Broader marketing platforms• Pro-active linking to existing Routes• Higher levels of collaboration• Higher levels of innovation• Increased jobs• Biodiversity & heritage protection

• Status quo continues & sector under-performs• Lack of innovation within products• Lack of quality improvements• Static visitor numbers and spend• Social capital deteriorates• Spatial fragmentation continues• Silo mentality persists

Appointment of a Route Marketing Company

• Tourism stakeholders agreed that the R 150 000.00 made available through the WCBCI from the Green Fund should be used to kick-start the marketing of a sustainable Route

• Tender advertised in August 2014 and bidders were requested to demonstrate what they would deliver for the R 150 000.00 & their sustainable business model

• FUSIONDesign won the bid & was appointed mid-September 2014

Introducing FUSIONDesign• FusionDesign:

• Shares our vision• Brings substantial marketing experience, including brand architecture, identity

manuals, communication strategies, advertising, creative implementation. Clients include:• City Sightseeing Hop-On and Off buses in Cape Town & Jhb• Metropolitan Health Group• MTN Banking• Groot Constantia• Gauteng Tourism

• Already demonstrated commitment, boundless-energy, creativity, accessibility and inclusivity

• WCBCI has endorsed this appointment with full confidence & urges product and landowners to come on board

• Wish FusionDesign success in leading the West Coast Way

THANK YOU