LEISURE MARKETING PLAN NORTHERN CAPE TOURISM AUTHORITY 2019 2020
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LEISURE MARKETING PLAN
NORTHERN CAPE TOURISM AUTHORITY
2019 – 2020
CONTENTS
1. Introduction ……………………….………………………………………………………………………………………………………. Page 5
2. Purpose ……………………………………………………………………………………………………………………………….. Page 5
3. Background ……………………………………………………………………………………………………………………………….. Page 5
4. Objective …………………………………………………………………………………………………………………………….…. Page 5
5. Challenges ……………………………………………………………………………………………………………………………….. Page 6
6. Leisure Tourism ……………………………………………………………………………………………………………………… Page 6
6.1 Leisure Consumer Trends and Insights …………………………………………………………………………………….….. Page 6
6.1.1 Travel Trends ………………………………………………………………………………………………………………………………. Page 6
6.1.2 The Market Segments ………………………………………………………………………………………………………………………Page 7
6.1.3 Technology and E-Marketing …………………………………………………………………………………………………………… Page 7
6.1.4 Booking Trends and Customer Behaviour …………………………………………………………………………………………Page 7
6.1.5 Routes as Destination Promotion Tool …………………………………………………………………………………………………. Page 7
6.1.5.1 Objectives of the Routes …………………………………………………………………………………………………………... Page 8
6.1.5.2 The Nine Routes of the Northern Cape ………………………………………………………………………………………………… Page 8
2
7. Domestic Leisure Tourism ……….……………………………………………………………………………………………………. Page 13
7.1 Source Markets ………………………………………………………………………………………………………………………. Page 13
7.1.2 Target Market Segments and Marketing Approach ……………………………………………………………………………….. Page 13
7.2 The Strategic Objective …………………………………………………………………………………………………………….. Page 16
7.3 Key Performance Indicators and Annual Targets ……………………………………………………………………………….. Page 16
7.3.1 Implement Domestic Seasonal Marketing Campaigns ………………………………………………………………………………. Page 17
7.3.2 Number of Leisure Tourism Platforms Attended………………………………………………………………………………………. Page 18
7.3.3 Number of Trade Channel Marketing Campaigns Implemented …………………………………………………………… Page 19
7.3.4 Provincial Tourism Awareness Campaign Implemented …………………………………………………………………….. Page 20
7.3.4.1 Detailed Campaign and Marketing Approaches ………………………………………………………………………………… Page 21
8. International Leisure Marketing ……………………………………………………………………………………………………. Page 24
8.1 Source Markets ……………………………………………………………………………………………………………………….. Page 24
8.1.2 Target Market Segments and Marketing Approach ………………………………………………………………………………… Page 24
8.2 The Strategic Objective ……………………………………………………………………………………………………………… Page 26
8.3 The Key Performance Indicators and Annual Targets ………………………………………………………………………………… Page 27
8.3.1 Number of Tactical Marketing Campaigns Implemented ………………………………………………………………………. Page 27
8.3.2 Number of Leisure and Trade Exhibitions Attended ………..………………………………………………………………………. Page 28
8.3.3 Number of Trade Channel Marketing Campaigns Implemented ……………………………………………………………. Page 28
9. Manage and contribute to Brand Northern Cape ………………………………………………………………………………………. Page 30
39.1 The Strategic Objective ……………………………………………………………………………………………………………… Page 30
9.2 Key Performance Indicators and Annual Targets …………………………………………………………………………………. Page 30
9.2.1 Implement Brand Tracking Tools to Measure brand and destination reputation ………………………………………….. Page 31
9.2.2 Number of Digital Campaigns Implemented ………………………………………………………………………………………….. Page 31
9.2.2.1 Target Market Segments and Digital Implementation ……………………………………………………………………….. Page 31
9.2.3 Number of Brand Touch Points Created ‘’…………………………………………………………………………………………. Page 33
9.2 4 Number of Brand and Destination Reports Produced.……………………………………………………………………………….. Page 33
Annexures:
1. Detailed Seasonal Marketing Campaigns …………………………………………………………………………………………… Page 34
2. Detailed Domestic Channel Trade Campaigns …………………………………………………………………………………. Page 38
3. Detailed Tourism Awareness Campaigns ………..…………………………………………………………………………………. Page 39
4. Detailed Country Marketing Approaches ………..………………………………………………………………………………… Page48
5. Detailed Channel Market Approaches ……….…………………………………………………………………………………. Page 51
6. Detailed Channel Trade Campaigns ..………..……………………………………………………………………………… Page 53
Source Documents:
1. National Tourism Sector Strategy: 2016 – 2026
2. 5-in-5 Growth Strategy
3. Radical Transformation Strategy
4. Northern Cape Tourism Entity Act, 2008 (Act No. 5 of 2008)
5. DEDaT APP 2019-2020
41. INTRODUCTION
The Northern Cape leisure tourism Marketing Strategy comprises of three key focus area: domestic, international and brand performance management. The year 2018/19 was
an extremely difficult year for tourism. Plagued by declining global and domestic economy and other environmental challenges. Despite the adversities Tourism remains the
most resilient sector to withstand economic challenges. According to the World Tourism Organization the travel and tourism industry is now one of the largest contributors to the
global economy. The tourism leisure market today is a highly competitive, diverse market with ongoing technological advances that requires unique and structured marketing
initiatives and strategies.
2. PURPOSE
The purpose of the Strategic Marketing is to present a comprehensive business case for leisure tourism growth in the Northern Cape. The plan is informed by a situational
analysis which considers competitor analysis and consumer insights, opportunities identified – as well as future prospects at a global, national and domestic tourism level. It
also considers the organisational environment that affects the Northern CapeTourism Authority’s ability to deliver on its mandate of leisure tourism growth.
3. BACKGROUND
Despite the positive global tourism outlook, we have to manage and address our challenges to stay competitive within an increasingly dynamic tourism industry.
We are marketing in an enormously competitive global environment, our efforts to improve our destination and visitor experience will not translate into increased tourist numbers
unless we market well and continue to increase our efforts, developing saleable experiences, developing niche markets and keeping track of global trends. Investment is
continually required and adherence to service excellence of global standards is critical.
Tourism success is based on collaboration with the public and private sectors as well as with our communities. Whilst our job is to create the demand appetite and desire to
travel, we are dependent on the Northern Cape`s Tourism industry to ensure that we deliver exceptional services and attention to detail to enhance the quality of our tourism
experience. This in turn enhances tourism growth.
Adequate tourism resource commitment at Regional and local government is critical to strengthen the marketing arm of the province.
4. OBJECTIVE
• Position Destination Northern Cape as a desirable and authentic affordable Southern African destination.
• Invest only in selected markets for international leisure tourism to deliver volume and value
• Invest only in selected markets for domestic leisure tourism to deliver volume and value
• Engage stakeholders and partners to deliver quality visitor experiences that re-affirm the brand promise;
• Develop Strategic Partnerships and Collaborations
• Work the distribution channel to promote the Northern Cape
• Enhance radical transformation of the Northern Cape Tourism Industry
55. CHALLENGES
To further grow both domestic and international arrivals to the Northern Cape we have to address the following:
• The limited number of accommodation products currently bookable on online booking platforms.
• The limited contracted products and properties by tour operators selling the Northern Cape.
• Over pricing of accommodation during peak periods, (flowers), threatens the saleability of the Northern Cape and perception of “value for money” destination.
• The limited tourism packages and itineraries available in the market.
• Limited tourism resources
6. LEISURE TOURISM
The tourism leisure market today is a highly competitive, diverse market with ongoing technological advances that requires unique and structured marketing initiatives and
strategies. In this regard, Northern Cape Tourism Authority’s marketing efforts will focus on growing arrivals and spend within the province for both Domestic and International
leisure markets. Our further intention is to advance the Northern Cape brand as one of South Africa’s top destinations for authentic exploration and discovery.
6.1 LEISURE CONSUMER TRENDS AND INSIGHTS
According to the World Tourism Organization the travel and tourism industry are now one of the largest contributors to the global economy. It is a dynamic industry that is
continuously advancing and changing. As a destination marketing organisation the NCTA reside in an ever changing landscape and we are continuously challenged to keep
track of new travel trends, emerging and changing travel segments and new marketing channels which impacts on our marketing approaches and the packaging of the Northern
Cape Experience. The latest global trends, market segments and technological advances are:
6.1.1 TRAVEL TRENDS
Consumer insights show that consumers are increasingly looking for exploration, discovery, enrichment, affordable and authentic travel experiences They want to connect with
locals and have meaningful interactions while on holiday, be ‘changed’ by their travel experience that allow them to tell unique and life-changing stories.
Unique curated and “Bucket List experiences are in high demand, from obscure local festivals and events in breath-taking locations, the creation of the ‘one-of-a-kind’ moments
will have strong resonance in the year ahead. Included here will be the unique Northern Cape cultural, rural and township experiences and events as well as Northern Cape
curated route experiences
2019 will be the year of “bite sized travel. To experience more curated travel itineraries into shorter time frames. A Booking.com’ s study revealed 53% of global
travellers reported that they are more into weekend or short 3 – 4 day trips right now. This also encourages local travel discovering unique and wonderful places and faces on
one’s doorstep. The rich and varied experiences available in our bigger Northern Cape Towns as well as selected route experiences offer perfect short getaways.
66.1.2 THE MARKETS SEGMENTS
6.1.2.1 The modern family travel now includes single-parent family travel and multi-generational travel. Family travel to the Northern Cape remain one of the most important
target segments and our curated experiences and packaged itineraries will be developed in such a way to remain relevant to our chancing market’s needs.
6.1.2.2. Solo travelers continue to grow and 1 in 9 travelers are now a solo traveler, both young and old and pre-dominantly female travelers. The growing number of walking
and biking Camino offerings on the different routes offer great opportunity for local and international solo travel experiences within the Northern Cape.
6.1.2.3 It is increasingly becoming the norm for business travellers to utilise the opportunity to take time for themselves, explore and travel. According to a report by Expedia
Media Solutions, around 60% of business trips in the last year included a leisure portion. The concept ‘bleisure’ has been created to describe the combination of a business trip
with a leisure aspect.
6.1.3 TECHNOLOGY (DIGITAL) AND E-MARKETING
The use of internet of things and social media has shortened the purchase-decision process by enabling value-seeking consumers to collect information, read reviews, compare
prices, buy products and services online. This accelerated shift to digital is transforming the tourism landscape in terms of bookings, customer service, communication and
consumer behavior.
6.1.4 BOOKING TRENDS AND CUSTOMER BEHAVIOR
In 2018 the revenue of online booking in traveling exceeded 92.5 million USD. The experts predict the current expansion of the digital travel space and consequently its
turnaround to be up to 11,5 trillion in the following decade. Already today 57% of all accommodations, flights, tours or other journey-related activities are made online.
The various online travel agencies offer travellers now the perfect opportunity to review a great variety of deals on the web and choose the ones, which meet their needs,
preferences, and expectations most.
6.1.5 ROUTES AS DESTINATION PROMOTION TOOL FOR THE NORTHERN CAPE
The travel trade perceived the Northern Cape to be difficult to sell due to its vastness. To overcome this the routes have been developed as a doable way for tourists to experience
the Northern Cape and its unique tourism offerings. The nine Northern Cape routes are specifically packaged to give the visitor an easy do-it-yourself option to explore the
province.
6.1.5.1 Objectives
• Growing and Promoting Rural and Township Tourism
• Promote Tourism Entrepreneurs
• Promote improved Seasonality and Geographic Spread
• Promote increased length of stay and spent
76.1.5.2 THE NINE NORTHERN CAPE ROUTES
Name of the Towns Description Market Experiences Travel Trends Events
Route Segments(Domestic
and International)
Quiver Tree Upington, Kakamas, Named after the indigenous quiver tree, the • Seasoned Highlights include the Micro travel/short Orange River
Route Keimoes, Augrabies, Quiver Tree Route stretches along the Travelers world’s six largest trips Descent
Marchand, mighty Orange River. The route appeals • Established waterfall Augrabies Falls,
Kanoneiland, Kenhardt greatly to families,(multi-generational) Holiday Riemvasmaak hot Destinations Naba Food and
and Riemvasmaak. adventure and adrenaline seekers and Families springs, river rafting, fly unknown Wine
those looking for culinary adventures • Mzanzi Families fishing, kayaking, river
• New Horizon cruises, 4x4, hiking and Curated Trans Augrabies
The many river experiences further allow family MTB trails and excellent Experiences MTB Race
for exceptional solo traveler experiences • Spontaneous bird watching.
and offer attractive experiences to our Budget Northern Cape Gemsbok Rally
business visitors to extend their stay. Explorers Food/ Culinary
• Holiday clubs Offering Kalahari Kuier fees
• Social clubs
• Solo Travellers Family Travel and Augrabies Extreme
family adventure Marathon
• Business
travel
Travellers Pella Cultural
• Adventure Solo travel festival
Seekers
• Destination Bleisure Travelers
Wedding Planners
Kalahari Red Ashkam, Groot and Discover the essence of the province in the • Seasoned • dune hikes at dawn, Micro travel/short Kalahari Desert
Dune Route Klein Mier and heart of the Kalahari. Golden dunes, wide- Travelers eagle-owl trips Festival
Rietfontein. open skies and flat-topped acacia trees • Established encounters,
epitomise the Kalahari Red Dune Route. Holiday Destinations Kalahari Desert
• sand duning and
Families unknown Speedweek
Stretching from Upington to the Namibian surfing
• Mzanzi Families
border. Adventure-loving families and • New Horizon • close encounters Curated
adrenaline seekers can enjoy dune hikes at family with meerkats. Experiences
dawn, eagle-owl encounters, sand duning • Spontaneous • newest world
and surfing in the red sand, close Budget heritage site,
encounters with meerkats. Explorers ‡Khomani Cultural
• Holiday clubs
8A highlight is the newest world heritage • Social clubs Landscape Heritage Northern Cape
site, ‡Khomani Cultural Landscape • Solo Travellers Site Food/ Culinary
Heritage Site for guided walks with the • Business • 4x4 drives routes Offering
‡Khomani San (Bushmen) to rediscover
Travellers • hiking
the wisdom, customs and folklore of this Family Travel and
ancient tribe. • Adventure family adventure
Seekers travel
• Destination
Wedding Planners
Richtersveld Eksteensfontein, The Richtersveld is South Africa’s only • Seasoned • Richterveld World Destinations Desert Knight
Route Sendelingsdrift, mountain desert and the route travels Travelers Heritage Site. unknown Motorbike
Lekkersing, Kuboes along rugged gravel roads. • Established • Nama Cultural Adventure
and Sandrift. Holiday Curated
experience
The Orange River presents a more Families Experiences Richtersveld Liggies
leisurely pace with river rafting and the best • Mzanzi Families • 4x4 Trails Fees
wilderness fly-fishing in South Africa, while • New Horizon • MTB Trails Family Travel and
the entire Richtersveld is a mountain family • Fly- fishing family adventure
biker’s dream. • Spontaneous • Bike Caminos travel
Budget • Kayacking/Canoeing
Follow in the footsteps of a traditional goat Explorers Road tripping
herder in the Richtersveld World Heritage • Paleontology through the Northern
• Holiday clubs
Site and learn about the lives of the Nama • Social clubs • Botanical Interest Cape
nomads. In the villages, the locals will • Solo Travellers • Namakwa Flowers
entertain guests with storytelling and Stargazing and
traditional Nama step dancing upon • Business
Astro tourism
request. Springtime is also an excellent Travellers
time to visit and see the desert being • Adventure
transformed into a kaleidoscope of colour. Seekers
• Destination
Wedding Planners
Karoo Highlands Fraserburg,Carnarvon, Enjoy the peace and tranquility of the • Seasoned • Stargazing Stargazing and Williston Winter
Route Loxton, Victoria West, Karoo with its wide-open plains. Travelers • SALT Observatory Astro tourism Festival
Vosburg and Williston. • Established • SKA
The area was named by the Khoi and San Holiday Destinations Hantam Vleisfees
people, who left their legacy as art on the • Karoo Architecture unknown
Families
rocks. Explore many unique experiences • Mzanzi Families • Karoo Fossils Ghaap River Xtreme
such as stargazing at the world’s largest • New Horizon • Rock Art Curated
astronomical observatory at Sutherland, family • History Experiences Richmond Book
the SKA radio telescopes in Carnarvon, Festival
• War
Karoo architecture and corbelled houses,
9Anglo-Boer War sites, rock art, ancient • Spontaneous • Hikes and Family Travel and Lazzy Hippo MTB
Palaeo Surfaces, farm stays and great Budget Caminos family adventure Staged Race
Karoo cuisine and hospitality. Explorers • Farm Holiday travel
• Holiday clubs Loxton Skou
• Social clubs Road tripping
• Solo Travellers through the Northern GWK Karoo Fees
• Business Cape
Fraserburg Drama
Travellers
The food of the Festival
• Adventure Northern Cape
Seekers
• Destination
Wedding Planners
Namaqua Garies, Kamieskroon, Dozens of adventure and leisure options • Seasoned • 4x4 shipwreck trails Destinations Oorlogskloof Gorge
Coastal Route Hondeklip Bay, are available, Namaqua National Park, Travelers • Hiking trails unknown Run
Koiingnaas and nature reserves, hidden coastal hamlets, • Established • Namaqua National
Kleinzee. some of the most remote hiking and 4x4 Holiday Curated Namakwa Quest
trails imaginable. Go succulent sleuthing Park Experiences
Families
with a botanical guide, explore the • Mzanzi Families • Namakwa fossils
countless shipwrecks along the coast line • New Horizon experience Family Travel and
on a five- day slow packing guided trip, family • Namakwa flower family adventure
• Spontaneous season travel
Breath-taking scenes of the Atlantic Ocean Budget • Slow Packing
with sightings of dolphins and whales Explorers Road tripping
combined with great vistas of mountains • Nourivier cultural through the Northern
• Holiday clubs
and veld with endemic wildlife and off experience Cape
• Social clubs
course the floral splendour during August • Fishing and Mining
• Solo Travellers
and September makes travelling in this History
area remarkable. • Business
Travellers
• Adventure
Seekers
• Destination
Wedding Planners
Cape to Namibia Garies, Kamieskroon, The route meanders away from the N7 and • Seasoned • Namakwa flower Micro travel/short Beach Festival
Route Springbok, Okiep, include small towns, each with its own local Travelers season trips
Steinkopf and flavour and a story to tell. • Established • Story tellers
Vioolsdrift. Holiday
Families
10The N7 highway stretches from Cape Town • Mzanzi Families • Nama Cultural Destinations
all the way through the Northern Cape • New Horizon Experience unknown
before heading into neighboring country family • 4x4 trails
Namibia. Crossing from the Western Cape • Spontaneous Curated
into the Northern Cape, visitors will • Petroglyphs Experiences
Budget
encounter towns which capture the Nama Explorers • River rafting in the
heritage of the province. • Holiday clubs mighty Orange River Northern Cape
• Social clubs • Slow food offering Food/ Culinary
Slow down and appreciate the unique • Solo Travellers Offering
stories of the people of the Northern Cape.
• Business
During spring time, this route takes visitors Family Travel and
into the core of the floral kaleidoscope that Travellers family adventure
is the Namakwa floral season. • Adventure travel
Seekers
• Destination
Wedding Planners
Go Ghaap Route Postmasburg, The Northern Cape has a fascinating • Seasoned • Wonderwerk Micro travel/short Kgalagdi Jazz
Griquatown, Campbell, new heritage route, covering Travelers Caves. trips Festival
Olifantshoek, Dibeng, everything from famous archaeological • Established • Wildebeest Kuil
Kathu, Danielskuil and sites, historic towns, amazing Holiday Destinations Desperado Charity
Kuruman near Barkly West
Families unknown Run
architecture and excellent selection of • Kuruman Eye.
nature and game reserves. • Mzanzi Families
• New Horizon • Donkey cart rides Curated Kuruman Skou
family • Great local cuisine Experiences
Visitors can look forward to the Kurara Clap your
• Spontaneous • Slow living
experience the hidden heritage gems Northern Cape Hands
Budget
that includes an early geological history Explorers • The historical Moffat Food/ Culinary
(from 3 billion years ago) which created • Holiday clubs Mission station in Offering Calabash Glow in
vast mineral wealth like iron, • Social clubs Kuruman. the Dark
manganese, diamonds and limestone. • Solo Travellers Family Travel and
• The grave of early- family adventure Van Zylsrus Horse
• Business 1800s Griqua leader
Explore the Wonderwerk Caves travel Race
Travellers Andries Waterboer,
between Kuruman and Danielskuil.
• Adventure
The Khoisan history in Wildebeest Kuil • Mary Moffat
Seekers
near Barkly West. For the early Museum in
war enthusiasts there are a wealth of • Destination
Griquatown.
experiences to explore - the 1914 Wedding Planners
• Witsand Nature
Rebellion including the Truce Tree in Reserve
Seodin Street, Kuruman, the Anglo- • Boer wars
Tswana wars in the Langberg near
• Other great wars
11Olifantshoek, in the 1870s and 1890s • Culture and History
and the Anglo-Boer War at the
Blockhouse in Danielskuil and
Kimberley. Kuruman Eye in Kuruman is
a natural spring delivering about 20-
million litres of clean, clear water daily
to Kuruman
Karoo Oasis The route traverse through the towns • Seasoned • World Calss Fly- Micro travel/short
Route including Warrenton, Kimberley, Travelers fishing trips
Hopetown, Britstown, Victoria West along • Established • Kayaking and
the N12, and It is the perfect stopover for Holiday Destinations
canoeing
travellers between Johannesburg and Families unknown
Cape Town. Guests can stop at various • Mzanzi Families • Game viewing and
towns for an exciting number of leisure • New Horizon hikes Curated
activities and accommodation facilities. family • Anglo -Boer War Experiences
There are a variety of food stalls that • Spontaneous History
travellers can enjoy and stock up on, such Budget Northern Cape
• Culture and History
as home-made rusks, ginger beer to Explorers Food/ Culinary
quench your thirst and a taste of local food • Number of world Offering
• Holiday clubs
class game
• Social clubs
reserves Family Travel and
• Solo Travellers
• Mokala National family adventure
• Business
Park travel
Travellers
• Adventure
Seekers
• Destination
Wedding Planners
7. DOMESTIC LEISURE TOURISM
Domestic tourism remains high on our agenda firstly to ensure its increased contribution to tourism growth within the Northern Cape and secondly to encourage its contribution
to provincial economic growth and job creation. The number of South Africans travelling to visit friend and relatives remains the biggest percentage of domestic trips. VFR travel
declined by 38% in 2017 and this was the biggest driver of the decline in total domestic trips and consequently the decline in revenue, bed nights and geographic spread.
12Affordability remains one of the key reasons for lack of interest in travel The rising inflation and unemployment continues to negatively impact on the disposable income of the
domestic leisure market. From a supply perspective, underutilized government tourism assets and limited affordable product development overall remain a challenge. Different
measurement methodologies between Stats SA and SAT are problematic, especially in informing the development of indicators and targets that measure real growth.
7.1 SOURCE MARKETS
The Northern Cape’s domestic markets traditionally included the Western Cape and Gauteng. In 2017 there was a drastic decrease in outward travel from the Western Cape. In
an effort to grow domestic tourism arrivals to the Northern Cape we have to include the other top performing provinces in our strategy to encourage visitors from these provinces
to consider the Northern Cape as a desirable domestic destination. These provinces include Limpopo, KZN, Mmpumalanga and the Eastern Cape.
We have seen an increase in the outbound travel of those residing within the Northern Cape and through special campaigns will encourage and inspire the Northern Cape
residents to travel within their own province, to explore and discover the unique tourism offerings on their doorstep.
7.1.2 TARGET MARKET SEGMENTS AND MARKETING APPROACH
South African Tourism has identified 14 possible domestic market segments within the domestic leisure tourism market and these have been divided into those that need
investment and encouragement and those that most likely will travel. We have identified the six target market segments relevant to the Northern Cape taken into consideration
their specific needs and desires and our available resources. Especially of importance to the Northern Cape is family travel, both the traditional families and the new-look families
identified in 5.1.2.
SEGMENT AND PROFILE, REASON TO MESSAGE NORTHERN CAPE PRODUCT MARKETING MIX/ PROMOTION METHODS DISTRIBUTION CHANNELS
TRAVEL OFFERING
Spontaneous Budget Explorers:
Young singles, just starting out in All year-round affordable Northern Cape festivals and Develop affordable short trips and Social Media especially Twitter
careers looking at travelling over destination for events packages Messenger and what’s happening
long weekends and travel is a way exploration, fun with Kimberley township jive Advert / notice on trending and hip and apps and platforms,
They travel to events and therefore friends, social interaction Aspirational travel for longer happening sites, apps and Twitter, sign up Media releases
not limited to any given time to meet with similar group and periods, Nat parks and at events /function – CRM list and keep Channel marketing - tour operators
new people, discover new places age but different cultures reserves informed targeting student travel
and add to their life experiences and Micro travel Hip and Happening online diary and event Special affordable packages and
memories. offerings/experiences pages target this market Sho’t Left website – upload packages
They travel mostly over weekends to Unknown destination Campus radio campaigns OFM, JHB, WC
events and fun spots as they still experiences and Northwest Universities and
take their annual holiday with their Technikons
parents.
13New Horizon family: Travel is affordable and Easter events, Nature activities Word of mouth recommendation, tie in with Social media channels,
Middle income families with children doable and NC is a year- such as fishing, exploring “This is your country take a sho’t left to Channel marketing - special affordable
and see travel as a way to catch up round affordable Kimberley, Mokala …experiences campaign travel packages
with VFR and show children new destination for Social Media campaigns Sho't Left deals
experiences. They will travel during exploration, fun with Shows and festivals Festivals and shows
school holidays longer and shorter friends and family Municipal notices - accounts Clubs and associations
ones but mainly during Easter and
December.
Special Interest and Action World Leading Trans Karoo MTB, National and international bodies, Channel - Special interest tour
Adventure Seekers: Seasoned destination for Xtreme Richtersveld Wild Run, Desert societies operators,
travellers whom embrace the adventure activities and nights Motorbike adventure. websites and event newsletters Online Special interest websites and
extreme and different, they will travel events KDF, Africa Burn, JMA’s with organisers booking engines
to extreme, adrenaline pumping unique cultural and natural Print and editorial Lonely planet and social media
sporting events or activities to experiences for an extension Shows and festivals Sho’t left deals
compete and participate in. They Top interest /relevant interest Online booking platforms Print
travel to events and therefore not (Birding/ Botany/ Culture) Website Radio
limited to any given time. offering, Pay for click campaigns on Facebook Visitor information services
Online travel forums
Well-to-do-Mzanzi Families: World class authentic do- Disconnect to connect, Soft Print and editorial Travel magazines Online book ability
Well educated and well earning able destination for adventure experiences like Lifestyle magazines Online websites and product offering
consumers married with children, exploration for entire kayaking on O River, the Advertising and PR campaign Efficient visitor centres and information
high powered and like to get away to family national and Trans frontier Aimed at this market services
spend quality time with family and parks, routes JMA with key operators and wholesalers
create enriching experiences and Route offering Social media campaigns
appreciate the opportunity to Shows and road shows
disconnect to reconnect as a family.
They enjoy soft adventure
experiences like kayaking and or
visiting the national and provincial
parks and routes and travel mostly
during school holidays.
Established Holiday Families: White World class authentic do- Cross border, Trans frontier Travel magazines Online book ability
– middle to high income with able destination for parks, kayaking, stargazing, Lifestyle magazines Online websites and product offering
children and multi generation exploration for multi wildlife experienes,4x4 Advertising and PR campaign Efficient visitor centres and information
holidays and single parent travel generation family exploration, hikes and walks Aimed at this market services
most likely as a family to create holidays JMA with key operators and wholesalers Snr clubs and associations and social
enriching family experiences and Social media campaigns, shows groups
take cross border, 4x 4 off the beaten and road shows
track holidays mainly during longer Caravanning and 4x 4 print and online
platforms
14school holidays in July and
December.
Solo Travellers People always made World class authentic do- Cross border, Trans frontier Travel magazines Online book ability
journeys alone- but increasingly, it’s able destination for parks, kayaking, stargazing, Lifestyle magazines Online websites and product offering
how the modern-day traveler choose exploration for solo wildlife experiences, hikes and Advertising and PR campaign Efficient visitor centres and information
to travel. holidays walks Aimed at this market services
JMA with key operators and wholesalers Hiking and walking clubs
in walking and solo travel
Social media campaigns, shows
and road shows
Bleisure Travellers It is becoming World class authentic do- Cross border, Trans frontier Travel magazines Online book ability
more common for business able destination for parks, kayaking, stargazing, Lifestyle magazines Online websites and product offering
travellers to utilise the opportunity exploration for business wildlife experiences, hikes and Advertising and PR campaign Efficient visitor centres and information
to take time for themselves, explore travellers walks Aimed at this market services
and travel JMA with key operators and wholesalers PCO’s and Conference organisers
(Business Tourism) Associations
Social media campaigns, shows
and road shows
Older middle to high incomer: Year round doable and Nature, flowers, parks and Travel magazines Snr clubs and associations and social
Mostly retired couples whom enjoy affordable destination wildlife, routes Lifestyle magazines groups
gentle exploration of nature, flowers, Advertising and PR campaign Travel magazine packages – P&P
parks and wildlife and as they are Aimed at this market travel, Go, Getaway,
retired travel year-round during the JMA with key operators and wholesalers Tour operators – retired market
low seasons. in this market. Shows and road shows Well serviced Visitor and information
Over 50 specific media platforms print and centres
online
157.2 THE STRATEGIC OBJECTIVE
The strategic objective for Domestic Leisure Marketing is to contribute to the growth of Domestic tourist arrivals to the Northern Cape by 2.8% annually and to:
• Encourage and inspire the residents within the Northern Cape to travel within their own province, to explore and discover the unique tourism offerings on their doorstep.
• Inspire national target markets segments to look at the Northern Cape as a desirable holiday destination and thus increase volume and revenue from our identified target
market segments.
• Address seasonality and geographic spread.
• Support sustained tourism businesses.
• Promote events and inspire target markets segments to perceive the Northern Cape Events as highly desirable.
• Encourage day event visitors to become over night or even multi-day visitors.
7.3 KEY PERFORMANCE INDICATORS AND ANNUAL TARGETS
Domestic
marketing
campaigns
Domestic
trade
Leisure
Exhbitions channels
Marketing
campaings
Plan
Tourism
Awareness
campaign/
The 360 degree approach adopted
167.3.1
IMPLEMENT DOMESTIC SEASONAL MARKETING CAMPAIGNS
A seasonal marketing campaign is a coordinated series of activities to promote the Northern Cape through one or more of the following platforms (digital, advertising, editorial,
packages) as a desirable seasonal destination. Four marketing campaigns will be developed across multiple promotional platforms channels to promote the Northern Cape’s as
a unique and affordable seasonal experiences, activities and will be executed as follows:
CAMPAIGN DESCRIPTION PROMOTIONAL PLATFORMS OBJECTIVE ACTIVITIES TARGET MARKETS PARTNERS
AND SEGMENTS
Seasonal marketing 4 x 360-degree marketing Activations • promote the • With the route • Seasoned Trade
campaigns campaigns executed across • Leisure shows and Northern Cape as a marketers develop Travelers Media
multi marketing and promotions desirable seasonal curated experiences • Established SAT
promotional platforms (print, Advertising holiday destination for each route to Holiday Northern Cape
digital, advertising, printed • Promote brand include the objectives Families Product and route
collateral, activations and • OFM Radio and the identified travel partners
Northern Cape; • Mzanzi Families
editorial). • 6 Provincial Radio trends
• Promote conversion, • New Horizon
The marketing campaigns Station Develop and execute
extended stay and • family
will promote specific • Travel Ideas Nine digital campaigns
increased spent • Spontaneous
seasonal route experiences, • Travel Update through packaged supporting the above Budget
iconic attractions and events • Getaway Online offers on all five e-marketing Explorers
special curated travel. • Go Platteland Promote township platforms
• • Holiday clubs
§ • Country Life and rural experiences • And promote the • Social clubs
Conversions including walks, cycle above curated
• Northern Cape
• Curated Experiences routes, local food and experiences at 2
target
posted on 2 Online arts and crafts domestic leisure travel
segments as
Travel agencies Promote the shows
• above
Namaqua Coastal • Marketing of the above
Digital
Route/Northern experiences at
• Social Media
Cape Coast as part signature and
Platforms Instagram
of the Indi-Atlantic supported events
• Messaging platforms • Marketing of the above
(messenger/whatsup) Route (Phakisa)
• promote rural experiences on
• Blogs television channels of 1
• Website - Calendar of tourism and regional
spread and banking groups, 1
Easter and Winter corporate
events • promote seasonality
• Develop 9 editorials
Editorial • Promote the culture
and Bloggs on the
• Create Editorial and of the Northern Cape
above experiences and
distribute to all media • Promote the History
distribute to domestic
and Heritage of the
media channels
Northern Cape
17on micro travel and including museums, • Distribute experiences
destination unknown struggle history, war to relevant to special
Marketing Collateral history of Anglo Boer focus groups such as
• Seasonal Booklets war, WW1 and WW2 4x4 clubs, social clubs,
and local wars Stokvel’s, church
• Flyers for events to groups (at least 20)
• Promote a culture of
include experiences travel amongst all • Market and promote
information communities within curated travel
Local Provincial Tourism the Northern Cape packaged by trade
• Special Offers • Improved visitor partners on at least 6
experience online travel platforms
• Sustainable SMME such as Viator,
support Expedia,
lastminute.com and
Shot ‘left
• Upload adventure
offerings on Viator,
Dirty Boots,
Getyourguide,
Adventure Finder
•
Note: The four campaigns are detailed in Annexure 1
7.3.2 NUMBER OF LEISURE TOURISM PLATFORMS (EXHIBITIONS/FESTIVALS) ATTENDED
Leisure tourism exhibitions are platforms to showcase Destination Northern Cape and its unique products, experiences and services to the attending leisure domestic consumers
and we have identified 3 for attendance. We will further use our marketing and promotional vehicle at key platforms (events, festivals and outreach programs) to further promote
brand and destination Northern Cape.
EXHIBITIONS WHERE TARGET AUDIENCE MESSAGE
The Holiday Expo Johannesburg July Established Holiday Families Provide a platform for NC tour operators and product to sell
Mzanzi Families packaged adventure and experiences directly to the public
Seasoned Travelers
Older Traveler
Adventure Lifestyle Show Cape Town April Established Holiday Families Adrenaline and Adventure, Flowers, Summer, Routes, Winter
partnering with EC in Spontaneous Budget Explorer holidays in Kgalagadi, Flower, Stargazing in Sutherland and
Mzanzi Families Cape Namibia Route, Calvinia Caminos, Diamond Coastal
Seasoned Travelers Route
Older Traveler
Flight Centre Holiday Show Johannesburg February Established Holiday Families Provide a platform for NC tour operators and product to sell
Mzanzi Families packaged experiences directly to the public
18Seasoned Travelers
Older Traveler
7.3.3 NUMBER OF TRADE CHANNEL MARKETING CAMPAIGNS IMPLEMENTED
A channel marketing campaign is a coordinated series of activities to promote the Northern Cape and its experiences to domestic trade through one or more of the following
activities (trade hosting, trade joint marketing agreements, trade road shows, trade e-newsletters, direct trade presentations.
CHANNEL EXPERIENCES CHANNEL ACTIVITIES TRADE TARGET SEGMENTS
Trade Channel § Domestic experiences and itineraries • Trade Fam Trips/Hosting • Travel Agents
Campaign promoting the Northern Cape as a • Joint Marketing Agreements • Corporate Buyers
desirable domestic destination • Trade Workshops • Wholesalers
§ Northern Cape Events • Direct Presentations/Meetings • Tour Operators
§ Northern Cape special offers • Trade E-Newsletter • Ground handlers
• Webinars and E-learning
• Strategic Partnerships
The detailed activities and targets are:
7.3.3.1 Trade Fam Trips
Trade hosting allows us to engage, inspire and empower tour operators and wholesalers to promote, recommend and sell the Northern Cape as a desirable domestic holiday
destination. 20 identified trade will be hosted on three arranged familiarisation trips to the Northern Cape to experience at first hand the unique experiences of the Northern
Cape. Trade requests for individual FAM trips are encouraged as well to allow as many possible domestic travel agents and tour operators to experience the province.
7.3.3.2 Joint Marketing Agreements
Joint marketing trade agreements allows us to encourage close co-operation with identified trade partners, wholesalers and tour operators, to promote, recommend and sell the
Northern Cape as a desirable domestic holiday destination. Two joint marketing agreements to be signed per show - WTM Africa and Indaba.
7.3.3.3 Strategic Partnerships
Working together in effective partnerships is essential for inclusive economic growth. We have entered into a memorandum of agreement with South African Tourism to capitalize
on their resources both at National and International levels. In addition to our current national provincial tourism partnerships with the Eastern Cape and Free State we will
pursue further partnerships with the Northwest and national tourism bodies such as SATSA, SAACI and SANParks to create synergetic marketing opportunities and ensure
Northern Cape products are compliant to industry standards.
Within the Northern Cape we will pursue closer working relationships with provincial departments to unlock the potential within the province and these include partnerships with
Department of Sports, Arts and Culture, the Department of Transport, Safety and Liaison, Department of Environment and Conservation and the Department of Economic
Development and Tourism. On district and local government level we will with form strategic implementing partnerships with municipalities and lastly with the private sector and
route partners we will have quarterly engagements to encourage compliancy, service excellence and to facilitate their growth and sustainability will market and promote their
experiences and products to our domestic and international markets.
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