Cape Town Tourism held it’s AGM last night and revealed it’s new advertising campaign spearheaded by the slogan… “You Don’t Need A Holiday, You Need Cape Town”.
Kudos to the person who came up with that…love your work. I’ll be using that slogan every chance i get.
Now before i tell you more about the ad campaign, let me just say that while i was researching i stumbled on the I ♥ Cape Town Facebook page and think i may have found the greatest picture ever taken of Table Mountain.
Seriously…do yourself a favour and click it for the larger version. Taken by Chris Hitchcock the photograph is a finalist in the My Cape Town Photo Competition 2011 and should win hands down.
At the AGM last night, Cape Town Tourism CEO Mariette du Toit-Helmbold detailed the launch of the new marketing campaign. Here’s some of what she said.
“Best known for natural beauty, the knowledge levels about Cape Town are too low with very few people being aware of its full proposition, value or experiences beyond the expected.
A significant trend is the rise of the new ‘super-brands’ of the 21st century: cities themselves.
The world’s cities are the new tourism battleground.”
“The new traveller isn’t looking for the traditional holiday.
Travellers are no longer satisfied with merely relaxing, they search for authenticity and meaningful experiences that will enrich their lives and broaden their perspectives on the world.
When it comes to South Africa, and specifically Cape Town, this requires a paradigm shift in our thinking: we can no longer market our city as ‘only’ a place of great natural beauty, or as ‘merely’ a gateway to the attractions we’ve become best known for.
Destinations are not defined simply by their unique selling points; cities are far more complex than this and people interact on very different levels with cities.
Our strategic approach is to create a campaign that is based on human and traveller truths and insight.”
Go read the entire speech HERE.
And apparently they also showed a new video. Havn’t got my hands on it yet, but as soon as i do i’ll show it to you. In the mean time here’s an older one.