Global PR Proposal

Team 2
Executive Summary
Tactics

Timeline

Creative ideas of Discover
Stellenbosch

The implementation of Discover
Stellenbosch
...
Tactics
Discover Stellenbosch
Website
o Showcase the social media campaign
o Videos on how to discover
Stellenbosch
o Information ...
#DiscoverStellenbosch Competition
o Main target audience: bloggers,
social media savvy individuals, travel
writers and vid...
Discover Stellenbosch
Blog
o The blog will be a platform for the
competition winners to share their
experiences in Stellen...
Stellenbosch Wine Expo
Current event:
o Dates: January 25 – February 3
o Venue: Die Braak (major public
park)

Our revamp:...
Our Revamp
o
o
o
o
o
o
o
o
o

Best wine contest
International winemakers section
Section for wedding venues
Vendor space f...
Impact
o Increased tourism
o Greater development
o Increased external investment in Stellenbosch
o Shows that Stellenbosch...
Stellenbosch Card
It offers discounts off the full price at:
o Museums (Stellenbosch Museum,
SASOL Art Museum, Village
Mus...
Stellenbosch Card - Prices
24-Hour Card
Validity

24 hours

Public transport

free

City map

free

Entry to Jonkershoek N...
Stellenbosch Card - Prices
72-Hour Card
Validity

72 hours

Public transport

free

City map

free

Entry to Jonkershoek N...
“Discover Stellenbosch” Videos
o Promote the visual appearance of Stellenbosch
oTopics:
- environment
- outdoors and adven...
Business - Fostering
Entrepreneurship
o Entrepreneurship competition
o Host networking events
o Create an Innovation Centr...
Business – Attracting
Businesses
In order to attract business to Stellenbosch our marketing and PR will
focus on:
o
o
o
o
...
Business – Business Improvement
Council
o Encourage strategic partnerships with major institutions, businesses and
attract...
Education
o Join former exchange students in a Stellenbosch University alumni-club
o Offer former exchange students money ...
Media Coverage Overview
The type of coverage we intend to get in in the media:

o Wine and food stories
o Feature of resta...
Inflight Magazines
Each airline will be provided with an individual media kit
targeting their cliental. The kit will inclu...
Final Budget – One year
Competition

142 630 ZAR

Website

2 988 ZAR

Social Media Staff

124 980 ZAR

Wine Expo

372 000 ...
Final Budget – Three years
Competition

472 890 ZAR

Website

8 964 ZAR

Social Media Staff

374 940 ZAR

Wine Expo

1 116...
Thank You For Considering Leier Worldwide
Special Thanks To...

25
GlobComm 2013: Discover  Stellenbosch PR Proposal
GlobComm 2013: Discover  Stellenbosch PR Proposal
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GlobComm 2013: Discover Stellenbosch PR Proposal

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GlobComm 2013: Discover Stellenbosch PR Proposal

  1. 1. Global PR Proposal Team 2
  2. 2. Executive Summary Tactics Timeline Creative ideas of Discover Stellenbosch The implementation of Discover Stellenbosch Target Media Specific media outlets to target Budget Our budget
  3. 3. Tactics
  4. 4. Discover Stellenbosch Website o Showcase the social media campaign o Videos on how to discover Stellenbosch o Information on the competition, wine festival, businesses in Stellenbosch and the Stellenbosch City Card http://discoverstellenbosch.wix.com/discoverstellenbosch
  5. 5. #DiscoverStellenbosch Competition o Main target audience: bloggers, social media savvy individuals, travel writers and video makers o Price: all expenses paid trip to Stellenbosch for two people o How to win: o Create a video o Share it o Let people vote for it o What will the winners do? o Share their experiences on Social Media o Each day they will be assigned a new task o Enjoy their time in Stellenbosch
  6. 6. Discover Stellenbosch Blog o The blog will be a platform for the competition winners to share their experiences in Stellenbosch o After the competition guest bloggers will post about Stellenbosch to keep the buzz alive www.discoverstellenbosch.wordpress.com
  7. 7. Stellenbosch Wine Expo Current event: o Dates: January 25 – February 3 o Venue: Die Braak (major public park) Our revamp: o Stellenbosch Wine Expo as a launch event for our Discover Stellenbosch campaign o Expand expo offerings o Obtain more sponsorships o Draw in more tourists o Raise awareness for Stellenbosch
  8. 8. Our Revamp o o o o o o o o o Best wine contest International winemakers section Section for wedding venues Vendor space for non-wine related businesses and tourist activities 10 day concert series Art showcase Rugby match between Stellenbosch University and Cape Town University Children events Carnival rides
  9. 9. Impact o Increased tourism o Greater development o Increased external investment in Stellenbosch o Shows that Stellenbosch can put on and handle greater events, allowing them to better lobby for bigger events.
  10. 10. Stellenbosch Card It offers discounts off the full price at: o Museums (Stellenbosch Museum, SASOL Art Museum, Village Museum and others) o Parks (Technopark, Big Cats Park, Giraffe House, Botanical Gardens) o Nature reserves (Jan Marais Nature Reserve, Jonkershoek & Assegailbosch and others) o Sport facilities (Stellenbosch Golf Court or Coetzenburg) o Festivals (Stellenbosch Wine Festival, Stellenbosch International Chamber Music Festival) o Other places of interest (e.g. Woodmill Lifestyle Market)
  11. 11. Stellenbosch Card - Prices 24-Hour Card Validity 24 hours Public transport free City map free Entry to Jonkershoek Nature Reserve free Entry to 1 museum free Dinner in a restaurant 30% discount Shops, clubs, sport facilities and parks 20% discount 2-hour wine & food tasting tour with guide free Price 221 ZAR
  12. 12. Stellenbosch Card - Prices 72-Hour Card Validity 72 hours Public transport free City map free Entry to Jonkershoek Nature Reserve free Entry to 3 museums free Dinner in a restaurant 30% discount Shops, clubs, sport facilities and parks 20% discount 3 hour-wine & food tasting tour with guide free 2-night stay in a B&B 50% discount Price 554 ZAR
  13. 13. “Discover Stellenbosch” Videos o Promote the visual appearance of Stellenbosch oTopics: - environment - outdoors and adventure - culture and sports - gourmet food and wine - education
  14. 14. Business - Fostering Entrepreneurship o Entrepreneurship competition o Host networking events o Create an Innovation Centre o Create mentoring scheme between business owners and university students
  15. 15. Business – Attracting Businesses In order to attract business to Stellenbosch our marketing and PR will focus on: o o o o o Large educated workforce due to University Low property tax Low cost of living Hub of Innovation due to Tech Park Strength of foreign currency
  16. 16. Business – Business Improvement Council o Encourage strategic partnerships with major institutions, businesses and attractions to solve infrastructure problems o Create a more aesthetically pleasing central business and tourism areas, as well as, improve parking and pedestrian access o Problems will be solved independently without waiting for the government
  17. 17. Education o Join former exchange students in a Stellenbosch University alumni-club o Offer former exchange students money to promote Stellenbosch University at home o Help those students with their promotion
  18. 18. Media Coverage Overview The type of coverage we intend to get in in the media: o Wine and food stories o Feature of restaurants and wineries in Stellenbosch o Interviews with key personalities in Stellenbosch – Ten tips for travelling around the Western Cape o Stellenbosch as an adventure travel destination o Garner participation in the competition
  19. 19. Inflight Magazines Each airline will be provided with an individual media kit targeting their cliental. The kit will include background information, fact sheet and a press releases. Airline article pitches include features on food and wine, Reviews of restaurants and wineries and interviews with key personalities in Stellenbosch. Some of the publications we aim to target: o Open Skies (The Emirates magazine) o Sawubona (South Africa Airways) o Air France Magazine o High life (British Airways) o Lufthansa Magazine o Virgin Airways Magazine
  20. 20. Final Budget – One year Competition 142 630 ZAR Website 2 988 ZAR Social Media Staff 124 980 ZAR Wine Expo 372 000 ZAR Income Wine Expo - X ZAR City Card 82 900 ZAR Video costs 1 138 000 ZAR Business 3 351 291 ZAR Income Business (Fundraising etc.) - X ZAR Education 77 800 ZAR Contingency fund 1 398 233 ZAR Total 6 690 822 ZAR – X ZAR
  21. 21. Final Budget – Three years Competition 472 890 ZAR Website 8 964 ZAR Social Media Staff 374 940 ZAR Wine Expo 1 116 000 ZAR Income Wine Expo - X ZAR City Card 248 700 ZAR Video costs (first year only) 1 138 000 ZAR Business 10 053 873 ZAR Income Business (Fundraising etc.) - X ZAR Education 233 400 ZAR Contingency fund 1 398 233 ZAR Total 15 000 000 ZAR – X ZAR
  22. 22. Thank You For Considering Leier Worldwide
  23. 23. Special Thanks To... 25

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