Cape Town and Durban launch joint marketing campaign
Urban tourism targeted internationally
Cape Town Tourism and Durban Tourism have finalised a marketing project with National Geographic as part of an agreement to partner marketing of the two cities.
The integrated campaign will see Cape Town and Durban feature across all National Geographic platforms for a period of fourteen months between April 2012 and June 2013, and will include a series of TV vignettes focussed on the unique sounds of each city, an array of international National Geographic Magazines editions including National Geographic Traveler US, online editorial in a social media and digital campaign, as well as an event in London or Washington DC.
The focussed target markets for the campaign will be in accordance with the two cities’ primary tourism source markets of the USA, UK, Germany, the Netherlands, South Africa (and, through DSTV, into Africa), India, China and Australia.
UNWTO research shows that up to eighty percent of international tourists are in search of urban tourism – exploring rich and different cultures and experiencing a country through the entry and viewpoint of their cities. In a world where cities, rather than countries, are the true players in a competitive global economy, culture is extensively being recognised as a facilitator of economic and urban progress.
A city’s culture and liveability is key to generating a creative environment that attracts the investors and talents to stimulate economic development. With seventy percent of South Africa’s tourism product offering situated within the country’s urban areas, the National Geographic campaign will focus on iconic tourism attractions as well as unexpected experiences and hidden gems within each city.
The campaign will showcase the diversity and multiculturalism of each city and tell unique stories about the destinations through the eyes of citizens – local ambassadors who will unlock the distinctive culture of each city.
Phillip Sithole of eThekwini Municipality’s Business Support and Tourism says: "Durban and Cape Town add value to each other’s leisure and business tourism offering and the National Geographic campaign will demonstrate the unique touch points of each city. The campaign is formal recognition of our concerted efforts to present an integrated city tourism experience for both domestic and international travellers."
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