Cape Town Tourism manages the perception of the Mother City abroad

Cape Town Tourism has partnered with three international public relations agencies to proactively represent the Mother City abroad.

Cape Town Tourism has partnered with three international public relations agencies to proactively represent the Mother City abroad. The appointments are aimed at meeting the current demand for accurate information in the run up to the 2010 FIFA World Cup and will assist in shaping and managing realistic perceptions of destination Cape Town and Cape Town as a Host City in key European source markets.

Lianne Burton, Cape Town Tourismโ€™s head of marketing said the appointments signal an exciting new phase in Cape Town Tourismโ€™s commitment to proactively grow Cape Townโ€™s international profile. “With a desire to continually improve Cape Townโ€™s compelling destination brand and tourism offering, we sought agencies with fresh ideas, enthusiasm, and a thorough understanding of our beautiful city and our source markets. Our three new partners were clear choices to deliver this.โ€

The public relations partners are:

– MTA Tourism Leisure – UK
– Kleber Public Relations Network – Germany, Austria, and Switzerland
– World Wide Tourism (formerly known as Tourism Africa) – Netherlands, Denmark, Norway, Sweden, and Finland

โ€œThe 2010 FIFA World Cup is Cape Townโ€™s window of opportunity,โ€ commented Burton, โ€œWe are intent on sending out a clear message about what to expect in Cape Town during the 2010 FIFA World Cup, but we are also mindful that the most important driver for tourism is long-term sustainability. Forging relations with invested partners in other regions is integral to Cape Townโ€™s success in the years ahead.โ€

Most countries who have staged mega-events warn of tourism slumps after the fans go home, and Cape Town Tourism has mandated all their PR partners to adopt a sustainable outlook, focusing on the legacy potential of the World Cup rather than simply on the event itself.

Cape Town Tourismโ€™s PR partners are tasked with providing insight and research into public perception in their specialist markets and to assist in proactively managing information but also to counteract and correct negative slants and misperceptions.

The international PR network will educate the industry about Cape Townโ€™s products and packages, working in conjunction with wholesale operators in order to promote the destination. This will encompass boosting trade engagements and developing leads through participation at international trade shows and other trade platforms. They will also facilitate media coverage and destination features in both the trade and general media. These opportunities will not only help Cape Town gain visibility in operatorsโ€™ window-fronts and on their web sites but also focus on reaching prospective tourists directly through lifestyle, destination, and news reporting in a variety of media outlets.

For more information on Cape Town Tourism, the 2010 FIFA World Cup, and Cape Town Tourismโ€™s partners; as well as to book accommodation and/or activities in Cape Town, visit www.capetown.travel , email [email protected] , or call +27 21 487 6800.

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Linda Hohnholz

Editor in chief for eTurboNews based in the eTN HQ.

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