South African Tourism Campaign

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This presentation is a marketing communication class project on promoting tourism for South Africa.

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  • South Africa remains to be one of the favorite destinations in the world irrespective of the bad publicity on violence.
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  • South Africa has so much too offer...let's all work together to make our country the destination of choice! Let's rally behind the one industry that can create jobs! Viva South Africa Viva!!!!
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  • 1) OECD reference for World Tourism Organization 2) “Long-haul Holidays - Is the World Shrinking? - UK – March 2009” Mintel Database http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=395441
  • 1) “Long-haul Holidays - Is the World Shrinking? - UK – March 2009” Mintel Database http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=395441[July (11.9%), August (14.7%) and September (11.6%)]2) OECD reference for World Tourism Organization 3) “British Lifestyles 2009 - Consumer Choices in a Fear-led Economy - UK - April 2009” Mintel Database. http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=395690/display/id=452236#hit1
  • “Long-haul Holidays - Is the World Shrinking? - UK – March 2009” Mintel Database http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=395441“Long-haul holidays dominate as climate chills” by Chris O’Toole. Feb. 19, 2009. Travelbite.co.uk. http://www.travelbite.co.uk/news/north-america/united-states/long-haul-holidays-dominate-as-climate-chills-$1270723.htm“Bluecoats wanted – recession-hit Britons head for Pontin’s” by David Teather. Feb. 4, 2009. The Guardian. http://www.guardian.co.uk/business/2009/feb/04/pontins-recession-travel
  • Cope, R. (2002) “Travel and Tourism in South Africa” HighBeam Research. http://www.highbeam.com/doc/1G1-91155572.htmlCIA Website: https://www.cia.gov/library/publications/the-world-factbook/geos/SF.html3) South African Tourism Website: http://southafrica.net/satourism/trade/getTradeItem.cfm?TradeItemID=348
  • “Global Economic Climate Affecting Tourism Industry” Africa News. Lexis Nexis Academic – November 3, 2008
  • 1) “British Lifestyles 2009 - Consumer Choices in a Fear-led Economy - UK - April 2009” Mintel Database. http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=395690/display/id=452236#hit12) Visser, Gustav, and Charles Barker. "A geography of British backpacker tourists in South Africa." Geography 89.3 (Oct 2004): 226(14). Academic OneFile. Gale. Boston Univ, Mugar Memorial Library. 22 June 2009 <http://find.galegroup.com.ezproxy.bu.edu/itx/start.do?prodId=AONE>.3) “The US Ecotourism Market” http://www.tq.com.au/tqcorp_06/fms//tq_corporate/research/international/international_ecotourism/the_united_states_ecotourism_market.pdf
  • 1) “Selling South Africa” by The Voice. April 22, 2008. Africa News. LexisNexis Academic**Ecotourism: – someone that wants to see wildlife in its natural surroundings, stays in the wilderness, visits a rainforest/jungle, visitsnational parks2) “Readers Guide to Vinyards” by Jonathan Butt. June 16, 2009. The Guardian. http://www.guardian.co.uk/travel/2009/jun/16/top-10-vineyards-around-the-world
  • CIA Website: https://www.cia.gov/library/publications/the-world-factbook/geos/SF.html2)“Long-haul Holidays - Is the World Shrinking? - UK – March 2009” Mintel Database http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=3954413) "Tourism work heralds South Africa overhaul." Marketing (Nov 20, 2003): 07. Academic OneFile. Gale. Boston Univ, Mugar Memorial Library. 22 June 2009  <http://find.galegroup.com.ezproxy.bu.edu/itx/start.do?prodId=AONE>.4)South African Tourism Website: http://southafrica.net/satourism/research/viewResearchDetail.cfm?ReportTypeCategoryID=72
  • 1) “Long-haul Holidays - Is the World Shrinking? - UK – March 2009” Mintel Database http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=3954412) “Impact of Terrorism on Tourism International – International – June 2007” Mintel Databasehttp://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&&type=RCItem&sort=relevant&mode=accessible&list=search_results/display/id=239419/display/id=284078?select_section=284080 3) “British Lifestyles 2009 - Consumer Choices in a Fear-led Economy - UK - April 2009” Mintel Database. http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=395690/display/id=452236#hit1
  • 1)“Long-haul Holidays - Is the World Shrinking? - UK – March 2009” Mintel Database http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=3954412) “Impact of Terrorism on Tourism International – International – June 2007” Mintel Databasehttp://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&&type=RCItem&sort=relevant&mode=accessible&list=search_results/display/id=239419/display/id=284078?select_section=284080 3) “Bluecoats wanted – recession-hit Britons head for Pontin’s” by David Teather. Feb. 4, 2009. The Guardian. http://www.guardian.co.uk/business/2009/feb/04/pontins-recession-travel 4) "Tourism work heralds South Africa overhaul." Marketing (Nov 20, 2003): 07. Academic OneFile. Gale. Boston Univ, Mugar Memorial Library. 22 June 2009  <http://find.galegroup.com.ezproxy.bu.edu/itx/start.do?prodId=AONE>.
  • *South Africa: 425,000“Overseas Travel and Tourism – Quarter 4 2008” http://www.statistics.gov.uk/downloads/theme_transport/mq6-q4-2008.pdf2) “Best-Sellers: Top 10 adventure holiday destinations“ The Independent. http://www.independent.co.uk/arts-entertainment/bestsellers-top-10-adventure-holiday-destinations-1501450.html
  • 1) "Media brief: Telegraph Media Group seals tie-up.(South African Tourism )(Brief article)." Marketing (Sept 17, 2008): 06. Academic OneFile. Gale. Boston Univ, Mugar Memorial Library. 22 June 2009 <http://find.galegroup.com.ezproxy.bu.edu/itx/start.do?prodId=AONE>.2)"Media brief: South Africa Tourism to run cinema ad campaign.(Brief article)." Marketing (August 13, 2008): 06. Academic OneFile. Gale. Boston Univ, Mugar Memorial Library. 22 June 2009 3) Press Release: “British journalists experiencing the real South African bush” February 4, 2009. http://southafrica.net/satourism/media/newsreleasedetail.cfm?NewsReleaseID=9664) Press Release: “Eurosport entrenches South Africa as premier sport and outdoor destination” January 28, 2009. http://southafrica.net/satourism/media/newsreleasedetail.cfm?NewsReleaseID=9645) http://www.travelwires.com/wp/2009/06/south-african-tourism-launches-adventurer-campaign/
  • "Tourism work heralds South Africa overhaul." Marketing (Nov 20, 2003): 07. Academic OneFile. Gale. Boston Univ, Mugar Memorial Library. 22 June 2009  <http://find.galegroup.com.ezproxy.bu.edu/itx/start.do?prodId=AONE>.2) South African Tourism Website: http://southafrica.net/satourism/research/viewResearchDetail.cfm?ReportTypeCategoryID=72
  • “Leisure Travel - US - June 2009” Mintel Database. http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=397508/display/id=464917#hit1
  • “Readers Guide to Vinyards” by Jonathan Butt. June 16, 2009. The Guardian. http://www.guardian.co.uk/travel/2009/jun/16/top-10-vineyards-around-the-world “Selling South Africa” by The Voice. April 22, 2008. Africa News. LexisNexis Academic
  • 1) Press Release: “British journalists experiencing the real South African bush” February 4, 2009. http://southafrica.net/satourism/media/newsreleasedetail.cfm?NewsReleaseID=966**Eurosport is broadcast into 116,000,000 homes in 59 countries. The network reaches 21,700,000 people every day.
  • **Because Brits are booking their travel more themselves, online reviews and social networking are now critical elements in the market, with a huge escalation in the ability for travellers to post their holiday experiences online. **Between 2003 – 2008, 43% of internet users now using sites such as Facebook, MySpace and Bebo. “British Lifestyles 2009 - Consumer Choices in a Fear-led Economy - UK - April 2009” Mintel Database. http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=395690/display/id=452236#hit1
  • **Because Brits are booking their travel more themselves, online reviews and social networking are now critical elements in the market, with a huge escalation in the ability for travelers to post their holiday experiences online. **Between 2003 – 2008, 43% of internet users now using sites such as Facebook, MySpace and Bebo. “British Lifestyles 2009 - Consumer Choices in a Fear-led Economy - UK - April 2009” Mintel Database. http://academic.mintel.com.ezproxy.bu.edu/sinatra/oxygen_academic/search_results/show&/display/id=395690/display/id=452236#hit1
  • South African Tourism Campaign

    1. 1. South African TourismEmbrace. Enrich. Awaken.Experience South Africa<br />By: Sharmonique Shade<br />
    2. 2. Tourism Environment<br />Tourism is a driver of economic growth worldwide. <br />Tourism market has grown 24% between 2003-2008<br />Over 130 countries are driving their tourist industry more than any other service sector<br />
    3. 3. UK Tourism Environment<br />Spending increased 61% over the past decade as consumers seek new experiences <br />Two thirds of those whose last holiday was outside of Europe stayed for 14+ nights<br />Travelers are taking one longer holiday or more mini breaks<br />
    4. 4. UK Tourism Environment<br />Overseas holidays in Africa from UK increased 15.9% between 2003 – 2008<br />International trips planned by UK residents are expected to decline 2% in 2009<br /><ul><li>In 2008, UK consumers spent roughly £60 billion on holidays and travel (£2,259/HH)
    5. 5. Largest travel abroad is between July-Sept. </li></li></ul><li>South Africa<br />Population: 49,052,489<br />Climate: Temperate South coast; tropical northeast. <br />Languages: 14+<br />Ethnic Groups: 77% black, 10% white (of which 60% Afrikaner descent, rest British), 8% mixed race, 2.5% Indian, Asian descent <br />Tourism is the fastest growing sector in the South African economy<br />South African government spent Rand 23 Million ($3.22 million) on airport modernization in 2006<br />
    6. 6. South Africa Tourism<br />The 7.8% increase in arrivals is much higher than the global average<br />
    7. 7. Why South Africa?These are the reasons UK residents find South Africa appealing…<br />
    8. 8. Why South Africa?This is what UK residents had to say about South Africa…<br />“Moyo Restaurant serves a righteous ostrich burger!”<br />“The list of thrills and chills seems endless…Cape Town is a prime destination for the backpacker set.”<br />“There’s a mix of old African charm with a modern flare.”<br />“This is actually a do-able dream trip.”<br />
    9. 9. Target Audience<br />Middle to <br />Upper Class<br />Enjoys wildlife <br />in natural <br />environments<br />Age 25 - 44<br />Traveler<br /> not a tourist<br />Looking for <br />new & exotic <br />holidays<br />Plan holidays <br />around camping, <br />hiking and <br />adventure sports<br />Young, <br />Early Adopters<br />Consumers<br />from the UK<br />Ecotourist<br />interests<br />
    10. 10. Strengths<br />+<br />
    11. 11. Weaknesses<br />-<br />
    12. 12. Opportunities<br />+<br /><ul><li> Build upon momentum </li></ul>from World Cup South Africa 2010<br /><ul><li> British holidaymakers are becoming more resilient to catastrophes
    13. 13. The fastest-emerging niche markets include off the beaten track adventure destinations
    14. 14. Consumer expenditure on holidays and travel will grow by 1.3% over the period 2009-14
    15. 15. Those in a secure economic position are likely to see the value of trips beyond the Eurozone</li></li></ul><li>Threats<br />-<br />
    16. 16. Competitors<br />Top 10 UK visitor destinations 2008: <br />South Africa had 425,000 UK travelers <br />
    17. 17. Current Marketing Strategies<br />Tagline: “It’s Possible”<br />Joint commercials to promote SA and the World Cup 2010<br />Launched a travel channel on the SAT website<br />SAT ran a cinema ad campaign until February 2009<br />Host UK journalists to experience an <br /> adventure filled trip<br />Sweepstakes with National Geographic <br /> Channel to win a 10-day holiday<br />
    18. 18. Objectives<br />Communication Objective:<br />To position South Africa as a close, affordable long-haul holiday destination that will empower and rejuvenate travelers through diverse experiences<br />To increase awareness of the country as a holiday destination.<br />Marketing Objective:<br />To increase the number of visits to South Africa prior to and following the 2010 World Cup by 15%<br />
    19. 19. Insight<br /> Travel is a process by which people communicate who they are while shaping their own identity. <br />
    20. 20. Differentiation<br />South Africa offers an array of diverseactivities for whatever the traveler wants to do, when they want to do it. South Africa is an exotic escape and travelers will return empowered from their new experiences. <br />
    21. 21. Campaign Strategy<br />Embrace.<br />Enrich.<br />Awaken.<br />“Experience South Africa”<br />
    22. 22. “Experience South Africa”<br />
    23. 23. Advertising<br />Newspapers: <br />The Sun (the UK’s highest circulation national daily newspaper with approximately 3-million readers)<br />Online: <br />TravelMail.co.uk (that receives 1.5 million page impressions per month and has 250, 000 unique users)<br />Times Online (that has over 20,000,000 unique users and is a highly regarded source of travel information in the UK)<br />The Press Association (which syndicates to more than 300 regional newspapers)<br />TV: (Flighting)<br />BBC, CNN, Sky News, Sky Sport, Fox TV, Eurosport and National Geographic Channel<br />
    24. 24. Marketing Mix – Tactics<br />“Experience South Africa” <br />Reality TV-style competition where UK-ers participate in various physical sports in SA’s beautiful landscape<br />Participants will blog, Tweet and post challenge reports on a challenge microsite<br />Partnership with airlines and other exotic location tourism units to do an adventure excursion through 3 countries (ie. South Africa, Caribbean, Australia)<br />Sponsor travel bloggers on an “Experience South Africa” trip<br />
    25. 25. Marketing Mix – Tactics<br />Update South African Tourism website<br />Incorporate features for travelers to upload videos, pictures and comments about their trip <br />Facilitate a discussion forum for visitors for future trips<br />Use Facebook to build friends and provide special offers through social networking<br />Mobile App – game designed as an adventure challenge<br />Provide mobile capability for easy booking from mobile phones<br />
    26. 26. Marketing Mix – Tactics<br />Encourage current travelers to utilize peer review travel websites in exchange for special discounts:<br />Nextstop, Whereivebeen.com, <br />Wikitravel and TripAdvisor<br />SAT Twitter account<br />Update with events and local hot spots for travelers<br />
    27. 27. “As we let our own light shine, we unconsciously give other people permission to do the same.”<br />- Nelson Mandela<br />Embrace. Enrich. Awaken.Experience South Africa<br />

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