In response to the lower than expected bookings in Cape Town and the Western Cape during the World Cup, Cape Town Routes Unlimited (CTRU) has spearheaded a tactical marketing campaign to encourage last-minute travel to the destination.
 
The campaign is focused on football fans based in Gauteng and domestic travellers looking for vacation options during the long school holidays.
 
“Our hotels and B&Bs are open and ready to receive business and have lowered their prices to ensure that every type of traveller can be accommodated,” says Alan Winde, Western Cape MEC for Finance, Economic Development and Tourism.
 
Marketing by CTRU in partnership with local and regional tourism organisations such as Knysna Tourism and Cape Town Tourism includes:

• A joint CTRU-Thompsons Holidays marketing campaign in major newspapers, partnering retail agencies such as HWT, Travel Counsellors, e-Travel, Flight Centre, Club Travel and XL Travel, with features on their respective websites and promotional e-mailers. Thompsons will also mail their corporate, leisure and agents’ databases. Specials to Cape Town and the Western Cape will be featured on Thompsons’ website. Promotional flyers will be distributed to the travel trade and there will be a travel feature on Classic FM. The campaign will also include banner advertising on the Computicket website.

• Dissemination of destination marketing material to passengers and soccer fans at Cape Town and OR Tambo international airports. Destination information is also being distributed from Tourism KwaZulu-Natal’s information offices in Durban and at uShaka Marine World and information kiosks in North West Province.

• The Dutch fan group’s 200-strong cavalcade, which will travel from Johannesburg to Cape Town during the tournament, will bear the Cape Town and Western Cape destination branding. • Cape Town and Western Cape destination video footage is being featured on South African Airways’ domestic and international flights.                                                            
• CTRU is also running a Google Adword campaign to promote campaign partners, including local tour operators, domestic low-cost airlines, regional and Cape Town products. The campaign specifically targets visitors in Gauteng, Rustenburg and Durban.