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Calvyn : JAMMS - 14 september 2010






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    Calvyn :  JAMMS - 14 september 2010 Calvyn : JAMMS - 14 september 2010 Presentation Transcript

    • CALVYN GILFELLAN Chief Executive Officer Cape Town Routes Unlimited Provincial 2010 Feedback JAMMS Session Crystal Towers, Century City 15 September 2010
      • Introductory remarks
      • Driving an Events Strategy
      • Destination Access
      • Winter Brand Offering
      • Niche Marketing
      • Destination Marketing Lessons
            • Quo Vadis?
        • Against all odds: how we produced the
        • best World Cup ever!
        • The challenge: How do we capatilise on
        • this?
        • Currently there is a bit of a lull.
        • Whose responsibility is it to get us out of
        • the lull?
        • You, us: the tourism fraternity.
        • FIFA, LOC, Deadlines provided the
        • centripetal force now we must be that.
      Introductory remarks
    • Key Imperatives for tourism in the Western Cape
      • World Economic Crisis, swine flu and declining volumes from core markets
      • Leveraging what’s left of the 2010 FIFA Marketing Opportunity
      • Alignment of provincial and city governments: window of opportunity
      • Optimisation of Scarce Funding Resources for greater effectiveness and efficiency
      • Employing cutting-edge marketing as well as management methodologies and techniques to position Cape Town & Western Cape as a top-notch destination
      • Driving an Events Strategy
      • The 2010 FIFA World Cup™ was obviously the jewel in the
      • destination’s crown!
      • Destination has the capacity to host major events
      • CTRU supports 30+ events every year in Cape Town
      • Western Cape, with six events generating an estimated direct
      • economic impact of R 780 million to the destination
      • Winter events include the Vodacom Funny Festival, Pick n
      • Pay Knysna Oyster Festival, Cape Town Book Fair, ARISE
      • Cape Town Fashion Week, Wacky Wine Weekend, Riebeek
      • Valley Olive Festival and Various Flower Shows.
      • Events webpage receives 14 000 hits per month
        • CTRU uses events as a platform to:
        • Profile Cape Town & Western Cape as a premier destination
        • A ttract visitors – drive numbers
        • Showcase our region’s indigenous talent and offerings
        • Send messages to a captive audience
        • Create unforgettable experiences for our visitors
        • Address the regional spread of visitors into the province
        • Encourage repeat visits
        • Encourage extended stay
        • Events Blueprint being developed
      Driving an Events Strategy cont.
      • The success of any regional city destination is linked to the
      • availability of direct flights from source markets as well as
      • water and land access .
      • Direct flights to Cape Town currently include the following source markets:
      • United Kingdom – British Airways, South African Airways, Virgin Atlantic Airlines
      • Germany – Lufthansa (Seasonal)
      • Amsterdam – KLM
              • Middle East – Emirates and Qatar Airways
              • Malaysia, Buenos Aires, South America – Air Malaysia
              • Singapore - Singapore Airlines
              • Turkey – Turkish Airlines, developing market
      Destination Access
      • Source markets in Africa are contingent on direct flights. As it stands,
      • the majority of direct flights from Africa are linked to JHB.
      • The following source markets in Africa have direct links to Cape Town:
      • Namibia – major source market
      • Uganda – high yield market, important to develop
      • Angola – important to develop
      • The CTRU Board has tasked the CEO and ACSA General Manager, Deon Cloete, with a draft Airlift
      • Strategy .
              • Land and water access points to the destination:
              • Namibia, Northern Cape – N7 - Scenic
              • JHB, Eastern Cape, KZN – N1
              • KZN, Eastern Cape – N2 – longer route but scenic
              • Cape Town & Western Cape is increasingly becoming a popular cruise liner
              • destination. During the World Cup cruise liners docked at the V&A Waterfront and
              • acted as mobile hotels
              • CTRU’s Coastal MOU with Eastern Cape Tourism and KZN Tourism includes
              • areas of cooperation on developing ‘cruise tourism’
      Destination Access Cont.
              • The World Cup has proved that the destination can host mega
              • events anytime of the year.
              • “ Another Reason to Visit” Campaign
          • Generally focuses on retirees – have time to travel, flexible income
          • Beyond the 90 Minutes marketing campaign
          • Cape 365 – A real opportunity to revive this concept
      • International campaigns during Cape Town’s Winter period could involve other destinations:
      • Middle East tourists travel in their Summer, which is during our Winter and generally
      • travel to colder destinations
      • Europe and USA tourists travel during our low season, mainly for safaris –
      • packaging is important
      • Namibia’s high season is during our low season – joint packages
      Winter Brand Offering
      • Golf/Sport Tourism
      • Wine Tourism
      • Cruise Tourism
      • Paleo Tourism
      • Agri-tourism
      • Youth Travel
      • Green Tourism
      • Adventure Tourism
      Niche Marketing
    • Destination Marketing Lessons
      • POSITIVE:
      • The manner in which locals embraced and responded to the historic call to duty
      • was a major revelation
      • The responsiveness of the local tourism industry to the challenges of a high
      • season in a traditional low season was great
      • The massive swing in positive media sentiment here and abroad – balanced,
      • responsible coverage of the past 3 weeks is worth diamonds and gold in
      • marketing terms!
      • Our tourism infrastructure is now truly world-class
      • Flexible packaging
      • NEGATIVE:
      • Not all businesses or regions have profited
      • Over supply of 5-star accommodation
      • Still too many safety & security incidents against tourists
      • Cape Town Stadium-Newlands debate
    • Quo Vadis?
              • Call to action – all hands on deck
              • Leverage off the huge brand SA awareness
        • Top of mind awareness is high, but we need to convert this into real
        • numbers
        • Conversions/call to action
        • How?
          • Through JMAs, with top overseas travel operators
          • Aggressive promotion of travel specials
          • Higher visibility in new markets
          • Exploitation of new (social) media
          • Provincial and local support for one massive, national marketing
          • campaign as Brazil is currently doing
          • More brilliant ideas from JAMMS
          • Appropriate institutional arrangement to take these ideas forward
    • THANK YOU Photo: City of Cape Town