Wesgro’s Destination Marketing Unit in partnership with key stakeholders at all levels of government and the tourism industry launched the #NowhereBetter campaign.
Following a perfect storm of negative messaging, the local tourism industry took a downturn with international arrivals declining in 2018, compared to that of 2017. The challenge faced was that potential visitors were delaying their trip or not considering Cape Town and the Western Cape as their holiday destination.
Identifying it was a shared responsibility to change the narrative and the power of a single voice, government and key tourism stakeholders came together in a historic first to devise a plan to put the province back on the international tourism consideration list.
Through research and numerous discussions, the question was posed: Where else in the world can you experience breath-taking landscapes, rich cultural experiences, world-class food and wine, art, marine life, beaches, nature and much more, all within a few minutes or hours from a vibrant city centre? To this end, it was agreed that ‘Nowhere Does it Better’ than Cape Town and the Western Cape.
Showcasing the breadth and depth of various activities within the Western Cape and the proximity these are to one another the globally focused, white label, the marketing campaign is comprised of compelling video’s showcasing the extraordinary offering in the destination. With phrases including “Where the French come to fall in love” and “The English come to drink tea,” the campaign adopts a cheeky twist compelling travellers to come to visit Cape Town and the Western Cape to experience activities synonymous with other countries because – we just do it better.
Judy Lain, Wesgro’s Chief Marketing Officer for Tourism, stated: “The purpose of this campaign is to re-ignite people’s passion in the destination. We need to go back to basics and remind people why we are great and why they need to come and visit us!”
The video, which beautifully displays the diversity of the experience escapes available in the province, have been curated into shorter scenarios which will be boosted to the Cape’s top three source markets (United States, United Kingdom and Germany) via Facebook, Instagram, Google, Programmatic Marketing and Re-Marketing.
During the launch, it was stressed that a recovery plan is not the silver bullet solution to a complicated problem, however, it was an active response to addressing the challenges with the power of a single voice to create a meaningful impact. The campaign boasts two microsites: one for trade and the other for the consumer. On the trade website, www.nowherebetter-campaign.com, tourism stakeholders can download the complimentary marketing assets for use of individual company marketing initiatives.
The collateral has been specifically designed to include a white space at the bottom for individual companies to insert their own branding. The consumer website, www.nowherebetter.co.za gives interested visitors an overview of the scenic, cultural and outdoor experiences on offer in the destination.