The City of Cape Town has seen phenomenal success with its latest global content campaign, with highlights including a total reach of 2 302 263 individuals, total impressions of 2.7 million, and 8 346 clicks generated.
James Vos, the City of Cape Town’s Mayoral Committee Member for Economic Growth, recently unveiled the first round of deliverables from the global content partnership announced earlier this year.
The content partnership, officially launched in April at World Travel Market Africa Cape Town, aims to utilise the perspectives of local tourism operators to create authentic marketing material that resonates with global audiences.
Vos highlighted that the core objective of this initiative is to draw attention to the unique offerings and experiences of Cape Town.
“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,” he said.
Vos shared metrics from recent destination marketing efforts to emphasise the success of previous campaigns.
“Last year and in 2022, we ran destination campaigns in the US and European markets. In the US, it saw more than 23m impressions, surpassing campaign reach and impressions targets by over 500% on Facebook, Instagram and YouTube,” said Vos.
Over 25 million views
“When it ran in London, Amsterdam, Brussels, Lisbon, Zurich, and Berlin, it received more than 25m views, exceeding its target by three million views,” said Vos.
The City of Cape Town said that these campaigns have had a profound impact, leading to a significant increase in inbound travel. Between January and April 2023, inbound travel from these markets exceeded the figures for 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%,” said Vos.
“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,” he added.
