Your SlideShare is downloading. ×
Mossel Bay Tourism 2013-14 Speaker Notes
Mossel Bay Tourism 2013-14 Speaker Notes
Mossel Bay Tourism 2013-14 Speaker Notes
Mossel Bay Tourism 2013-14 Speaker Notes
Mossel Bay Tourism 2013-14 Speaker Notes
Mossel Bay Tourism 2013-14 Speaker Notes
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Mossel Bay Tourism 2013-14 Speaker Notes

119

Published on

Speaker notes to accompany our presentation about our work in the 22013-14 financial year …

Speaker notes to accompany our presentation about our work in the 22013-14 financial year
http://www.slideshare.net/VisitMosselBay/mossel-bay-tourism-dmo

Published in: Travel
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
119
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
1
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Mossel Bay Tourism 2013-14 Speaker notes Slide 1. Mossel Bay. Do stuff Our activities during 2013-14, with notes about some of our plans for 2014-15 2. Unique Mossel Bay • Any significant differentiator is the holy grail of marketing • The unique attributes of a destination make it stand out above the noise: all destinations have some attractions – beaches for example – but not all have differentiators. • Mossel Bay has two. 3. Mossel Bay. Do stuff • Differentiator #1: Mossel Bay has more attractions and activities than most small towns of comparable size. • Significant because the first question that potential visitors ask when planning any trip is “What can we do when we get there?” – the question of where to stay is always secondary. • Our ‘Things to do in Mossel Bay’ brochure offers 28 pages of information about members’ accommodation and attractions, as well as about public attractions like beaches, museums, etc. • ‘Seafront accommodation for all budgets’ – significant because beachfront / waterfront accommodation is usually reserved for higher budget travellers; but in Mossel Bay it’s available for everyone from camping to luxury. 4. 162,000 years of holidays in Mossel Bay MODERN HUMAN ORIGINS • The archaeology of Mossel Bay is the subject of the largest scientific project of its kind in the world today: the SACP4 Project: (South African Coast Palaeoclimate, Palaeoenvironment, Palaeoecology, Palaeoanthropology Project) under Prof. Curtis Marean of Arizona State University’s School of Human Origins • The team started excavating in the Pinnacle Point Caves in 2000, and began publishing its findings in 2007. • We know from genetic research that all people alive today are descendants of a small, core population of perhaps a few hundred individuals who lived in Africa around 160,000 years ago • The SACP4 Project has identified Mossel Bay as the place where anatomically modern humans began o using ochre for colouring (our oldest paint – therefore the birthplace of culture); o embedding tiny, finely-made stone blades into other media like wood or bone to create complex tools; and also using fire as an engineering tool to improve the quality of the raw stone from which blades were made (therefore the birthplace of advanced technology) CLIMATE • The Caves were occupied by humans for more than 120,000 years over the period to 162,000 years ago. (Representing the longest record of occupation anywhere in the world.) • Dripstone formations in the caves contain fossilised isotopes which have been analysed for information about the weather and water during the period 30,000 to 400,000 years ago – a period during which various glacial (ice age) and interglacial (warm periods) affected the globe. • The Caves are thus the only place in the world where we can start to study how human behaviour has adapted to different climate regimes
  • 2. TOURISM • The scientists continue to publish their findings in some of the world’s most prestigious peer-reviewed journals. This has created enormous excitement around the world, and visitors are beginning to come to Mossel Bay expressly to explore the archaeology of the area • Three attractions are currently available to them: • The Human Origins Exhibit at Great Brak River Museum (which explores the story of the local community within the context of modern human origins); • The Cape St. Blaize Cave • The Point of Human Origins Experience, led by Dr. Peter Nilssen, the man who introduced the caves to science (he and Jonathan Kaplan discovered the finds during a routine archeology survey conducted as part of the EIA process for the development of Pinnacle Point Beach & Golf Estate) 5. Mossel Bay Tourism: Doing stuff • Who is involved? 6. Team Board, members, etc. • Special thank you to the Municipality and Council: the annual grant from the municipality is our most important source of funding 7. Team Staff 8. Marketing tools Print advertising • We are able to leverage this relatively small spend on advertising by negotiating additional editorial space 9. Marketing tools Maps • Mossel Bay street map – we printed 20,000 in the last year: • Exploring historic Mossel Bay – 10,000 in the last year. Very popular guide especially amongst visitors from Europe 10. Marketing tools Brochures • Things to do in Mossel Bay – 20,000 (in two editions of 10,000) • Our most important and most popular print communications tool (refer slide 3: the primary question. “What can we do when we get there?”) 11. Marketing tools Brochures • Where to Stay in Mossel Bay – 10,000 • Used particularly at consumer shows – in conjunction with Things to do
  • 3. 12. Marketing tools • Information CDs – for tour operators, media, etc. Information in digital format – Facts sheets, all our brochures, videos of Mossel Bay, selected media releases, feature articles, and images • Image library – good images are the basic building blocks of online and offline campaigns • Bookmarks – promote our web site www.mosselbayart.co.za • Presentations (PowerPoint) – available for download via our SlideShare.com account o Human origins tourism (originally prepared for SA Tourism: background to the archaeology, description of local products, itineraries, etc.) o Mossel Bay. Do stuff (General presentation for use by tour operators, etc.) 13. Marketing tools www.visitmosselbay.co.za • Our web site - our most important marketing tool • On Google - consistently in the top three natural results of searches for ‘Mossel Bay.’ o This is largely attributable to the fact that we post updates with useful and relevant information almost every day • Rapid growth since we rebuilt and re-launched in February 2011 o Month-on-month: § December 2011: 44,825 visitors § December 2013, 72,175 visitors o Annual: § 2013-14: 550,348 visitors § 2012-13: 445,310 visitors 14. Marketing tools www.mosselbayart.co.za • This site built at the request of the municipality. • All local artists, organisations, etc. are invited to send their info – no need to be a member of Mossel Bay Tourism to appear on the site 15. Marketing tools Social Web Facebook – www.facebook.com/visitmosselbay Twitter - @getme2mosselbay - @MBayTourism YouTube - www.youtube.com/visitmosselbay • We’re currently finding that Twitter is our most effective means of communicating on the social web • International trend towards YouTube videos as effective messaging medium. Our plan is to increase the number of videos we shoot and edit this year (remembering that YouTube videos are not expensive to produce – our short video featuring Curtis Marean explaining how the dig is conducted in Pinnacle Point 5 & 6 was shot on an iPhone and edited on free software) 16. Public relations • Quote sums up the reasoning behind our reliance on PR
  • 4. 17. Public Relations Media releases • Articles written for general consumption • We find that all our releases are taken up and reproduced across many internet platforms 18. Public Relations Feature articles • These articles are written on request for specific publications • Some have also been written for publication on our web site in order to solve for specific search terms. 19. Trade shows • In effect our attendance at shows is an extension of our public relations campaign since PR is all about creating relationships with people – which is the life-blood of the tourism chain, since tourism is about hospitality, which is people-centred • Particularly important for creating relationships with tour operators because of their ability to influence relatively large numbers of people. 20. International shows • Vakantiebeurs: both trade and consumer show. 1,280 exhibitors, 18,803 trade visitors, and 117,520 consumers. o Experience at Vakantiebeurs confirmed the changing role of large tour operators: many of the biggest companies have closed down, the people they employed have gone on their own offering consumers more personal services. • Europe Roadshow: team of 8 marketers visited 31 travel agencies and tour operators in their own offices in Western Germany, Belgium and Eastern Holland o Target companies used the opportunity to train staff. o It pays to visit targets in their own offices - much more relaxed and open to the presentations than at shows. They have more time to discuss concerns or ask for clarifications. o After a number of years, this kind of marketing is paying off as the agents are now aware of Mossel Bay, and keen to receive news and updates • Namibia Tourism Expo: consumer show. While we found that older visitors are aware of Mossel Bay, and have been here for their holidays, younger visitors seem disinterested in the Garden Route as a destination.
  • 5. 21. Domestic shows • The Getaway and Beeld Holiday Shows very successful platforms for engaging with South African visitors. • Johannesburg Travel Festival took place for the first time this year; it was modelled on the Mossel Bay Travel Festival. The organiser, Vanessa Sand, attended our event • World Travel Market Africa – an exciting new show (actually a series of three shows on consecutive days – for the luxury, business and leisure markets. We attended the leisure show) o Really delivered for us: we had many fruitful meetings with a number of new tour operators • SA Tourism Indaba – there is a general feeling of discontent in the trade with the Indaba: it’s become too expensive, the quality of the buyers is poor, the numbers are falling, and few (if any) new buyers attended this year. o The show has also become a pan-African event: focus on South Africa has dwindled. o We are concerned that it may no longer be relevant for a DMO such as ours 22. Mossel Bay Travel Festival • Created as a showcase for local businesses • Designed on the model of the New York Travel Festival (which took place for the first time in 2013) • We affiliated the two festivals, and thanks sponsorship from WESGRO, brought out the organiser of the NY Trav Fest, Roni Weiss, to attend our event • Thanks to sponsorship from Hylton Ross Luxury Touring, and our own members, we brought a group of ten hosted buyers to the show; they have all subsequently sent business to Mossel Bay 23. Mossel Bay Travel Festival Aims • Share Mossel Bay • Awareness • Experiences • Responsible travel Targets • Travellers • Local residents • Tourism practitioners o Destination marketing organisations, travel agents, tour operators, conference organisers, organisers of sports tours. 24. Mossel Bay Travel Festival (Photo) • Plans for this year’s event: • Day 1: Discussions – the Plenary will not return to Mossel Bay for some time: this year we plan to present a training seminar for line staff, and junior- and middle-managers • Day 2: Exhibitions – we’re looking at the possibility of holding the exhibitions at a mall this year, to increase visibility • Day 3: Travelling – This year we want to extend this to the public. Especially we’d like to get Mossel Bay people to travel in Mossel Bay o Voorkamer Museums – ask private collectors to open their collections (vehicles, memorabilia, orchids, etc.) to the public
  • 6. 25. Travel Mossel Bay (logo) • Dates for this year. • We have decided to end our affiliation with New York Travel Festival – hence the name change. (No animosity: mutual agreement) • Travel Mossel Bay will provide a platform to kick off our new Joint Marketing Agreement (JMA) with Eden District Municipality • The JMA aims to help Eden with coordinating attendance at domestic an international shows and workshops. Eden is looking at signing similar agreements with other towns. • Hope that it will result in reduced costs and increased presence for all parties. 26. Mossel Bay Tourism • We’re proud of that quote from a user on Twitter: it indicates to us that our branding and positioning are world class: o “Mossel Bay. Do Stuff. It’s the best line since Nike’s ‘Just do it’” • Thank you Mossel Bay Tourism Telephone: +27(0)44 691 2202 admin@visitmosselbay.co.za Corner Market & Church Streets, Mossel Bay, South Africa www.visitmosselbay.co.za

×