Cape Town’s tourism industry leaders, Cape Town Tourism, and Cape Town Routes Unlimited, have joined forces in a bid to win Cape Town more visits from 2010 FIFA World Cup™ fans stationed in Gauteng. The message is loud and clear: Cape Town is one of the places of a lifetime, and you haven’t seen South Africa if you haven’t been to Cape Town.
The campaign sees a ground-breaking arrangement with low-cost airlines Mango, Kulula, and 1Time. These competitors have agreed to share the stage in a series of ads driving awareness of affordable packages and airfares.
Attractive flight specials (one-way flights as low as R329) will be promoted through in-flight adverts and webzine write-ups by all three airlines. A series of print ads will also run in local newspapers over the next three weekends, and a local and international PR campaign will continue to drive the message that Cape Town cannot be missed. Consumers will be directed to book online through Cape Town Tourism’s website, www.capetown.travel .
Still fighting misperceptions of price gouging, Cape Town is going to great lengths to show fans that getting there is easier and more affordable than they thought. “We are shouting it from the rooftops,” said Cape Town Tourism CEO, Mariëtte du Toit-Helmbold.
“Cape Town is going to be all about the atmosphere. We have great entertainment lined up, our restaurants and bars are primed, and the activity hubs in the inner city, V&A Waterfront, FIFA Fan Fest, and Green Point areas are going to generate an incredible soccer experience – all within easy walking distance of each other. The packages we have put together mean that it is actually really affordable to hop on a plane and stay with us for a few days between games.”
Du Toit-Helmbold also pointed out that it would be a great pity to miss out on Cape Town when visiting South Africa. “With countless accolades to back this statement up, I can only say that Cape Town is one of the places of a lifetime. You’ve come so far; don’t miss out on this extraordinary opportunity to soak up the electric atmosphere while exploring one of the most beautiful cities in the world!”