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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?
    Contents
      • 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