Cape Town - City has unveiled the new “Choose Cape Town” branding campaign at Cape Town International Airport, setting the stage for an impactful travel marketing initiative.
The airport's international terminal will feature a vibrant new branding, inviting travelers to explore Cape Town's ocean adventure, investment opportunities, and vibrant culture.
This campaign falls within the five-point action programme identified by Alderman Vos which is being implemented in collaboration with City teams and our business partners, such as Cape Town Tourism and Wesgro, and the private sector, to drive the tourism economy forward.
Mayco for economic growth, James Vos, said this latest campaign builds on the momentum of Cape Town’s highly successful marketing efforts by the Tourism and Place-Marketing Branch within the City's Economic Growth Directorate, which last year reached millions globally – 8,2 million people in U.S. cities like New York, Miami, Washington, and Atlanta; and 3,3 million in São Paulo and Rio de Janeiro in Brazil.
“In 2022, we reached a staggering 25,4 million people across European cities. We've also extended our reach to travellers through the first two editions of our This is Cape Town magazine, available online in airport lounges around the country and on Kenya Airways flights.
“Meanwhile, our recent content partnership campaign generated over 2,6 million impressions, strategically targeting key international cities such as Lagos, Nairobi, Harare, Gaborone, Lisbon, Rio de Janeiro, São Paulo, Rome, Paris, Berlin, Amsterdam, London, Zurich, Sydney, Miami, and New York. To ensure broad engagement, content was translated into multiple languages,” said Vos.
Further added that the city funds the Convention Bureau to secure and support these conferences, which brings delegates who spend money in our businesses from accommodation to retail and beyond.
“These events not only introduce new ideas and connections to Cape Town, but also directly contribute to our local economy. The Bureau secured 30 bids for the April 2023 to March 2024 period, which poured R1,03 billion into the region,” Vos said
Vos said supporting tourism-connected businesses was another essential element.
“I firmly believe that if we continue to focus on these key touchpoints, we can not only boost the volume of arrivals and increase spending, but also create one tourism-related job in every household in Cape Town. This is why we will continue to push forward with projects that create jobs and opportunities in our communities.
“This coming Tourism Month, I will share exciting new initiatives, including a platform for exploring the region's wonderful wines, videos showcasing our diverse cuisine, the official launch of our Responsible Tourism Charter, and an international airline partnership campaign that promises to further elevate Cape Town's global appeal,” Vos adds.
Western Cape