Cape Town's Content Partnership Showcases city’s unique tourism value proposition
17 July 2024
Friday, 12 July 2024, marked a significant milestone in the City of Cape Town's tourism and place marketing efforts as Alderman James Vos, the City’s Mayoral Committee Member for Economic Growth, unveiled the first round of deliverables from the innovative content partnership announced earlier this year at the World Travel Market.
Addressing an audience of tourism professionals and stakeholders, Alderman Vos highlighted the core objective of this initiative: to draw attention to the unique offerings and experiences that Cape Town has to offer.
'This programme shows our confidence that Cape Town's biggest drawcard for travellers and investors, over and above its natural beauty, are its people, places, and products,' said Alderman Vos.
The content partnership is designed to leverage the voices and perspectives of local tourism operators, creating authentic and compelling marketing material that resonates with global audiences.
Alderman Vos acknowledged the vital role of these partners. 'Thank you for being part of this partnership and lending your unique voices to our marketing efforts. It is your voices that make this project unique,' said Alderman Vos.
The content partnership officially launched in April at the World Travel Market Africa. In just a few short months, campaign highlights include:
- A total reach of 2 302 263 individuals, demonstrating the wide-reaching impact of the campaign.
- Total impressions of over 2,7 million were achieved, indicating high visibility and awareness among target audiences.
- Some 8 346 clicks were generated, showcasing the direct impact these posts have on businesses. These clicks represent traffic to a website or partner pages, all of whom were tagged in the posts.
Emphasising the success of previous campaigns, Alderman Vos shared impressive metrics from recent destination marketing efforts.
'Last year and in 2022, we ran destination campaigns in the US and European markets. In the US, it saw more than 23 million impressions, surpassing campaign reach and impressions targets by over 500% on Facebook, Instagram, and YouTube.
'When it ran in London, Amsterdam, Brussels, Lisbon, Zurich, and Berlin, it received more than 25 million views, exceeding its target by three million views,' said Alderman Vos.
The impact of these campaigns has been profound, contributing to a significant increase in inbound travel. Between January and April 2023, inbound travel figures from these markets surpassed those of the same period in 2019.
'UK air passengers recovered to 104% of the January to April 2019 numbers, Germany hit 106%, the Netherlands recovered to 116%, and the USA reached an incredible 155%.
'This past peak season, we again welcomed hundreds of thousands of visitors, which also came on the back of some great campaigns from our team and our partners.'
'I am confident that this coming summer, which right now feels like it can't come soon enough, we will once again play host to more travellers than ever from all over the world.
'The excitement and confidence in Cape Town's tourism future were evident as the content partnership stands as a testament to the City's commitment to driving demand and supply for more visitors, ensuring that Cape Town remains a top destination for global travellers,' said Alderman Vos.
End
Published by:
City of Cape Town, Media Office
