The document proposes a marketing and PR campaign called "Discover Stellenbosch" to promote tourism in Stellenbosch, South Africa. Key elements include launching a website and social media competition to increase tourism, revamping the annual wine expo, rolling out the Stellenbosch City Card offering discounts, producing promotional videos, and engaging local businesses and education institutions to foster entrepreneurship and study abroad opportunities. The proposed one-year budget is ZAR6.6 million and three-year budget is ZAR15 million.

1. Global PR Proposal
Team 2

3. Executive Summary
Tactics
Timeline
Creative ideas of Discover
Stellenbosch
The implementation of Discover
Stellenbosch
Target Media
Specific media outlets to
target
Budget
Our budget

4. Tactics

5. 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

6. #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

7. 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

8. 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

9. 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

10. 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.

11. 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)

12. 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

13. 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

14. “Discover Stellenbosch” Videos
o Promote the visual appearance of Stellenbosch
oTopics:
- environment
- outdoors and adventure
- culture and sports
- gourmet food and wine
- education

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

22. 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

23. 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

24. Thank You For Considering Leier Worldwide

25. Special Thanks To...
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