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Follow on Google News | Cape Town and Durban Launch International National Geographic Marketing CampaignCape 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 on www.nationalgeographic.com, 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. The United Nations World Tourism Organisation’ Phillip Sithole of eThekwini Municipality’ The National Geographic campaign is the outcome of bold steps by each of the participating cities to commit to going beyond outmoded ways of thinking about marketing and to challenge compartmentalised thinking. “Prosperous cities of the future will be stand-out urban centres seen as the most liveable and enjoyable places on the planet. Places that will deliver benefits to residents and visitors alike. Cape Town and Durban tell two very distinctive but corresponding stories. The National Geographic campaign is the first urban tourism collaboration of its kind in South Africa. We sincerely believe it will highlight our leisure tourism potential in our key source markets”, says Mariette du Toit-Helmbold, CEO of Cape Town Tourism. Some of the Durban locations and elements to be featured will include the uShaka Marine World, the Juma Masjid Mosque, the Victoria Street Market, Gandhi's house and the Phoenix Settlement as well as the Tala Game Reserve. Cape Town locations and attractions will include Boulders Beach, Robben Island, District Six and Woodstock, the city’s three wine regions, the BoKaap and Table Mountain. The campaign will have the key message that a world of experiences can be had in two South African cities. Durban’s story will be told as leading port city with a warmth and tradition that is rooted in Africa and Asian influences and Cape Town’s unprecedented natural beauty will form the backdrop of the depiction as a city of inspiration, design and innovation where creative freedom reigns. As part of the 2013 editorial calendar National Geographic Channel will also be producing a one hour documentary about the two cities. ENDS For further information, please contact Cape Town Tourism’s PR and Communication Manager Skye Grove, +27 21 487 6800, email skye@capetown.travel or see www.capetown.travel. Released for Cape Town Tourism by Rabbit in a Hat Communications, Tammy White, +27 21 448 9705, +27 73 202 5041, tammy@rabbitinahat.co.za. Useful links Website: http://www.capetown.travel/ Facebook: https://www.facebook.com/ Twitter: https://twitter.com/#!/ YouTube: http://www.youtube.com/ End
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