I CAPE TOWN♥
A Virtual Fan Park
Mariette du Toit-Helmbold
CEO, Cape Town Tourism
26 October 2010
MY CAPE TOWN MUSIC VIDEO
MACRO TRENDS
GLOBAL URBANISATION
QUALITY OF LIFE AND PLACE
AUTHENTICITY
RESPONSIBLE LIVING
EASIER, FASTER, BETTER
CONSUMER...
Cities have become commodities,
indistinguishable from one another and
offering little or no added value.
How do we stand ...
“It is those cities with the confidence to define
themselves in the minds of their markets (and I
would include its own ci...
WHAT GIVES CHALLENGER BRANDS THE
EDGE?
•Authenticity
•Locals first – living the brand
•Emotional pull
•Storytelling (Word ...
• Positive perception, unique identities,
authentic experiences and a powerful
story is the armoury of a successful city
b...
THE STORY IS CHANGING
Remember the holiday album?
Which became the holiday slide show?
Which became...
The web is the most effective platform for
challenger brands like Cape Town to tell
our story.
OUR WORLD CUP GOAL
• Build Brand Cape Town
• Get citizens to live and share Brand Cape Town
•Deliver the ultimate visitor ...
LIVE IT! LOVE IT! LOUDER!
OUR STRATEGY
An integrated approach based on three key ideas –
• The Customer Journey - the traveller as marketer
• Great ...
OUR GAME PLAN
The CUSTOMER JOURNEY was the foundation of our 2010 World Cup
Strategy.
WORLD CUP PROGRAMMES
CAPE TOWN’S EMARKETING
STRATEGY
• Launched a new Cape Town website (January
2009)
• Promoted URL everywhere
• Launched ded...
AIRPORT WELCOME BILLBOARD
OFFICIAL VISITORS’ GUIDE
DEDICATED 2010 WEBSITE
FACEBOOK: A VIRTUAL FAN PARK
A Facebook Fan Page, I ♥ Cape Town, was launched on 11 June
2010 (one year to kickoff) and qu...
PUTTING FANS IN THE PICTURE
Key to our World Cup strategy was to encourage
World Cup fans to join our I ♥ Cape Town
Facebo...
HARNESSING MEMORY
20 000 NEW FANS DURING WC
WE OUR FANS♥
Keeping the memory alive....
•Cape Town Tourism will now be able to keep in touch with
World Cup visitors and...
Cape Town’s World Cup Story
OUR FANS US♥
Cape Town’s World Cup Story
VINCENT’S AMSTERDAM OFFICE
OUR FACEBOOK SUCCESS
FACTORS
•All about Cape Town
•Use the emotional pull of Cape Town
•Organic Growth
•Invest time
•Appoi...
ABOUT THE FANS
•Demographics – 60% female, 40% male. 60%+ South Africans and
40% from our key source markets (US, UK, Germ...
OPTIMISING THE FACEBOOK PLATFORM
1. Integration with the website to drive conversion
• Fan box
• Links
• Competitions
We i...
2. Activating our fans as brand ambassadors through
campaigns
• Ask them questions and involve them in campaigns to
create...
3. Activating our fans as brand ambassadors
through competitions
We use the LIKE button as our competition voting mechanis...
4. We promote big events that appeal to a mass
audience
One of the key things to keep in mind when engaging with fans
is t...
5. We provide a platform to take live events
online with BeenThere.TV
Post World Cup, we use the BeenThere.TV units at eve...
6. We remind them why Cape Town is one of the
greatest cities in the world
We regularly publish photos, updates and videos...
4. We segmented our fans and created a
“My Cape Town” platform.
Aimed at “in-destination” visitors and citizens.
We kept t...
MY CAPE TOWN
MY CAPE TOWN
-----Original Message-----
From: Luc Holzach [mailto:luc.holzach@gmx.ch]
Sent: Wednesday, September 08, 2010 2:03 PM
To: I...
 
CAPE TOWN BAND MUSIC VIDEO
I Love Cape Town
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I Love Cape Town
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I Love Cape Town

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Presentation by Cape Town Tourism CEO Mariette du Toit Helmbold at the E-Tourism Africa Summit 2010

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I Love Cape Town

  1. 1. I CAPE TOWN♥ A Virtual Fan Park Mariette du Toit-Helmbold CEO, Cape Town Tourism 26 October 2010
  2. 2. MY CAPE TOWN MUSIC VIDEO
  3. 3. MACRO TRENDS GLOBAL URBANISATION QUALITY OF LIFE AND PLACE AUTHENTICITY RESPONSIBLE LIVING EASIER, FASTER, BETTER CONSUMER (“ME”) AFFINITY ENVIRONMENT & CLIMATE TECHNOLOGY AND WEB
  4. 4. Cities have become commodities, indistinguishable from one another and offering little or no added value. How do we stand out from the crowd?
  5. 5. “It is those cities with the confidence to define themselves in the minds of their markets (and I would include its own citizens) that stand out from the rest. It is not size that makes them successful, but their determination to influencing perceptions by positioning themselves in the market.” – The Communication Group
  6. 6. WHAT GIVES CHALLENGER BRANDS THE EDGE? •Authenticity •Locals first – living the brand •Emotional pull •Storytelling (Word of Mouse)
  7. 7. • Positive perception, unique identities, authentic experiences and a powerful story is the armoury of a successful city brand. • In today’s market…the story is the unique selling point, not the product.
  8. 8. THE STORY IS CHANGING Remember the holiday album? Which became the holiday slide show? Which became...
  9. 9. The web is the most effective platform for challenger brands like Cape Town to tell our story.
  10. 10. OUR WORLD CUP GOAL • Build Brand Cape Town • Get citizens to live and share Brand Cape Town •Deliver the ultimate visitor experience of Cape Town • Convert non-traditional visitors into fans and ambassadors for Cape Town •Ensure the long-term growth of tourism to the city
  11. 11. LIVE IT! LOVE IT! LOUDER!
  12. 12. OUR STRATEGY An integrated approach based on three key ideas – • The Customer Journey - the traveller as marketer • Great Cities to Live in are Great to Visit • Citizens are the Best Brand Ambassadors
  13. 13. OUR GAME PLAN The CUSTOMER JOURNEY was the foundation of our 2010 World Cup Strategy.
  14. 14. WORLD CUP PROGRAMMES
  15. 15. CAPE TOWN’S EMARKETING STRATEGY • Launched a new Cape Town website (January 2009) • Promoted URL everywhere • Launched dedicated 2010 World Cup website (June 2009) • Launched Mobi-site (May 2010) • Activated Social Media Networks
  16. 16. AIRPORT WELCOME BILLBOARD
  17. 17. OFFICIAL VISITORS’ GUIDE
  18. 18. DEDICATED 2010 WEBSITE
  19. 19. FACEBOOK: A VIRTUAL FAN PARK A Facebook Fan Page, I ♥ Cape Town, was launched on 11 June 2010 (one year to kickoff) and quickly became a growing and active Cape Town brand ambassador community of – • Proud citizens • Homesick expats • Previous visitors yearning for a return trip to the Mother City • First time visitors asking advice and tips from other fans
  20. 20. PUTTING FANS IN THE PICTURE Key to our World Cup strategy was to encourage World Cup fans to join our I ♥ Cape Town Facebook Fan Page, thus capturing these fans into a valuable “cultivation pool” for future destination marketing campaigns and research. •Beenthere.TV photo kiosks at key Fan Hubs •25 000 pictures taken
  21. 21. HARNESSING MEMORY
  22. 22. 20 000 NEW FANS DURING WC
  23. 23. WE OUR FANS♥ Keeping the memory alive.... •Cape Town Tourism will now be able to keep in touch with World Cup visitors and inform them of destination marketing campaigns via this effective social networking community. •The Facebook Fan Page is one of our most powerful social networking platforms and is a significant legacy of the World Cup.
  24. 24. Cape Town’s World Cup Story OUR FANS US♥
  25. 25. Cape Town’s World Cup Story VINCENT’S AMSTERDAM OFFICE
  26. 26. OUR FACEBOOK SUCCESS FACTORS •All about Cape Town •Use the emotional pull of Cape Town •Organic Growth •Invest time •Appoint a champion •Don’t spam and be the spam police
  27. 27. ABOUT THE FANS •Demographics – 60% female, 40% male. 60%+ South Africans and 40% from our key source markets (US, UK, Germany and the Netherlands) •Add photos/wall posts on their own – excellent user generated content by true brand ambassadors of Cape Town. •Facebook Mobile – able to connect with a large mobile audience. •‘Homesick’ for Cape Town
  28. 28. OPTIMISING THE FACEBOOK PLATFORM 1. Integration with the website to drive conversion • Fan box • Links • Competitions We integrate Facebook with our website using a 360° strategy. The most success has come from adding the Fan Box widget onto high traffic pages, writing blog posts about the fan page/fans, running competitions to get fans involved and to interact with the website.
  29. 29. 2. Activating our fans as brand ambassadors through campaigns • Ask them questions and involve them in campaigns to create relevant and authentic destination content. e.g. World Tourism Month Penguin post
  30. 30. 3. Activating our fans as brand ambassadors through competitions We use the LIKE button as our competition voting mechanism e.g. Winter Photo Competition
  31. 31. 4. We promote big events that appeal to a mass audience One of the key things to keep in mind when engaging with fans is that we are speaking to a massive audience that is spread across the world and made up of various ages, races, genders and social classes. We stick to messages that are more likely to attract the interest of the majority of the fans. E.g. 2010 World Cup information on Fan Parks, Games, Transport and News
  32. 32. 5. We provide a platform to take live events online with BeenThere.TV Post World Cup, we use the BeenThere.TV units at events such as the Loerie Advertising Awards. Each image is branded for each specific event or attraction and has proven to be a hugely popular feature with 1000’s of photos being taken and shared at each location.
  33. 33. 6. We remind them why Cape Town is one of the greatest cities in the world We regularly publish photos, updates and videos showing why everyone loves Cape Town. The responses we get are phenomenal and Cape Town is clearly a city that evokes an equally strong emotional connection in locals, expats and visitors.
  34. 34. 4. We segmented our fans and created a “My Cape Town” platform. Aimed at “in-destination” visitors and citizens. We kept the link between the two fan pages. Big is not better – quality over quantity.
  35. 35. MY CAPE TOWN
  36. 36. MY CAPE TOWN
  37. 37. -----Original Message----- From: Luc Holzach [mailto:luc.holzach@gmx.ch] Sent: Wednesday, September 08, 2010 2:03 PM To: Info Subject: t-shirts Hey there, I just saw your awesome "My CapeTown" t-shirts on facebook. Would there be any possibility to buy and ship four of them to Switzerland? This would surely ease my homesickness here ;-) Especially now as the winter is slowly creeping in :-( Thank you for some feedback. Cheers, Luc -- Sicherer, schneller und einfacher. Die aktuellen Internet-Browser - jetzt kostenlos herunterladen! http://portal.gmx.net/de/go/chbrowser
  38. 38.   CAPE TOWN BAND MUSIC VIDEO

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