Cape Town Tourism is preparing to introduce its new brand concept and marketing strategy at World Travel Market, taking place in London from November 7th-10th, 2011.

An annual travel industry event, the World Travel Market (WTM) provides a unique forum for tourism stakeholders, operators, agencies, and travel media from across the globe to meet, network, negotiate, and conduct business while sharing insights into global travel trends.

Initially unveiled at Cape Town Tourism’s AGM in Cape Town on Monday, October 17th, the plan and campaign is designed to complement the city and region’s broader economic strategy and brand, and align with the mandate of the soon-to-be established Economic Development Partnership (EDP).

The conceptual process kicked off in 2008 when the city of Cape Town mandated Cape Town Tourism to lead a brand positioning process for the destination, taking into consideration all of the aspects that make the city unique.

Following a lengthy consultative and creative process, the new brand concept for Cape Town is a comprehensive city brand; not about a new logo or advertising campaign, but about a believable, shared destination identity that frames Cape Town’s complexity and communicates every facet of what the city has to offer, from tourism and design, business and studies, to the rich diversity of people and nature.

The campaign forms part of a comprehensive marketing strategy for Cape Town aimed at growing the demand for Cape Town by speaking to a wider audience in new and established international and domestic markets while aligning with other sectors beyond tourism.

The concept is flexible enough to be able to be adapted message-wise for all stakeholders and thereby able to speak to multiple audiences in an array of countries to meet business, investment, and academic objectives.

Cape Town Tourism chief executive, Mariëtte du Toit-Helmbold, said: “Last year we went to World Travel Market with the message Cape Town is one of the places of a lifetime, and is well on the way to becoming one of the top ten cities in the world in which to live, visit, study, work, and invest.”

“This year we extend that message with a bold new brand and marketing campaign that is not just about attracting tourists, but about incorporating business, investment, the creative and innovation sectors, and academia into one vision and direction for the city.”