LEISURE DOMESTIC MARKETING

1
LEISURE DOMESTIC MARKETING
MARKETS 4.5m ranked 4th
GAUTENG, EASTERN CAPE, WESTERN CAPE, KZN

SEGMENTS
YOUNG UPCOMING / STRIVING FAMILIES/ WELL OFF
HOMELY COUPLES
CHANNELS
DIRECT TO CONSUMER
THROUGH OPERATORS

• Brand Campaign
• PR
• SHOT LEFT
• Getaway Show
• CRM

• JOINT MARKETING CONVERSION CAMPAIGN
• EDUCATIONALS/WORKSHOPS
• EXTRANET
• OUTDOOR EXPO

MEDIUMS
2
Leisure International Market
MARKETS 1.4m Arrivals R81m 12 Nights
PROACTIVE UK GERM
SUPPORT USA, AUS, NETHERLAND
EMERGING INDIA, CHINA
SEGMENTS
NEXT STOP SOUTH AFRICA
WANDERLUSTERS
CHANNELS
SOUTH AFRICA TOURISM
CHANNEL
CONSUMER UK GERMANY

• WORKSHOPS
• INFORMATION
• MARKETING ACTIVITY
• SUPPORT

• PR
• EXTRANET
• TOOLKIT
• DETOUR
• JOURNALIST SUPPORT
• INFORMATION
• WTM/ITB/INDABA
• Cape Invitational

• JOINT MARKETING
• PR
• PROMOTIONS
• JOURNALISTS/VIPs
• WEB

MEDIUMS
3
Market Intelligence

• Input Unit
  Dissemination
• 
  

• CORPORATE
• Growth Matrix
• Performance Monitoring
• Project Evaluation

ANAL YS I S

• CAMPAIGNS BRAND
• Development
• Tracking Evaluation
• Measurements
• Targets

Intranet
Regional National International Desk Commissio
n Alliances LTAs
Extranet

• MARKET ANALYSIS
• Conversation Model
• Tourism Barometer
• Pricing Studies
• Visitor Tracking
• Business Leisure
• Competitor Analysis
• Markets
• Product Development

Newsletters
Business Forum
Reports

• MACRO
• Economic Impact Study
• Political
• Economic
• Social
• Technological

4
E Marketing
Web, Newsletters, Book ability Campaigns, CRM,
Events
Access to market, newsletter Extranet, market
intelligence Special offers
Joint marketing, extranet Marketing
intelligence, Best practice
5
Leisure Campaign Strategy

• SEPT OCT NOV DEC JAN FEB MAR APRIL MAY
  JUNE JULY AUG SEPT

BRAND AWARENESS
Eco Nature
Outdoor Active
Cosmopolitan Vibe
Cosmopolitan Vibe
Body, Mind Spirit
Culture Heritage
Outdoor Active
Gourmet
CAMPAIGN CALENDER 2005/6
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CONVERSION CAMPAIGN N 1 RECONNECT
CHARACTERISTICS Table Mountain fynbos. Home to
seven floral kingdoms. West Coast spring flowers.
Famous nature and eco trails. Nature reserves.
The Garden Route. Wilderness. Natures Valley.
Cederbergs Wolfberg Arch. Caves formed by over
500 million years of water and wind. Whale
watching/dolphins/penguins. Diversity of marine
life. 2 oceans colliding
EVENTS Hermanus Whale Festival (Sep), SAA Cape
Town Flower Show (Oct), Gansbaai Festival Winter
Fynbos, Clanwilliam Wildflower Show (Aug),
Simons Town Penguin Festival (Sep),
BRANDS
Reconnect ECO NATURE
ABSA. SAA. RCI, BP, Caltex, Shell, Sasol, Sappi,
Kodak, Fuji, Anglo American, Eskom, Bidvest,
Rooibos, IJ, Ceres
MEDIA Birds Birding, Africa Geographic, Africa
Wild, Country Life, Garden Home, African
Wildlife,Wildlife, Animal Planet, National
Geographic Channel (NGC), Discovery Channel,
50/50
7
CONVERSION CAMPAIGN 2 REMIX
CHARACTERISTICS African Riveria. Cape Dutch wine
routes. Pristine beaches. Sunset cruises.
Resorts. Casinos. Night clubs. Live music venues.
Jazz. Drum cafes. Gay entertainment. Theater.
Film festival. VA Waterfront. Sea Point, Bantry
Bay, Camps Bay. Kalk Bay. Habour cafes. Harley
ride up Chapmans. Retail therapy, Fashion.
BRANDS
EVENTS Cape Town International Jazz Festival
(March), Cape Town Fashion Week (Aug), World
Cinema Festival (Nov), Harbour Festival (Dec),
JB Met (Jan), Pink Festival
Bacardi. JB. Johnnie Walker, Smirnoff, Pam
Golding. Mastercard/Visa. RCI, Citi Golf/Beetle,
BMW, Mini, Avis, MTN, Vodacom, Coca Cola,
Castle Lager, Hansa, Nandos, Levis, Chanel,
Edgars, LG, Musica, Kodak, Fuji, Gallo, Kahula,
British Airways, Murray Roberts, Yellow Pages,
De Beers, Edcon, Boardmans, Primi Pieti, Hip Hop

Cosmopolitan Vibe
MEDIA Club Imagine, People, Elle, Foschini Club,
Glamour, Gay Pages, Style, GQ, FHM, Cosmopolitan,
Femina, YFM, 5 fm, Metro fm, Good Hope fm, MTV,
VH1, SABC3 Top Billing, T3 Tomorrow's Technology
Today, BBC Food
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CONVERSION CAMPAIGN 3 RECHARGE
CHARACTERISTICS Traditional and extreme sports.
Land, sea and sky adventures. Mountain/rock
climbing. Hiking/trails. Motor biking. Biking.
Bungee jumping. Paragliding. Kiteboarding.
Skydiving.Ostrich riding. Surfing. Fishing. Jet
skiing. Canoeing. White water rafting. Abseiling.
Hot air ballooning. Camping. Beach volley ball.
Golf. Cricket, Rugby, Walking
BRANDS
EVENTS Discovery Mens Health Surf Ski Series
(Jan), Cape Argus Cycle Tour, Old Mutual Two
Oceans (Mar), Cape Epic (Apr), JC le Roux Devon
Valley Run (Apr), Discovery World Cup (Apr),
Safari Half Marathon (May), Red Bull Big Wave
Africa (Jun), Cross Karoo Extreme Triathlon
(Jun), Berg River Canoe Marathon (Jul), Kite
Flying
Landrover. Pajero, Adidas. Nike. CAT.
Quicksilver. Cape Union Mart. Tag. Energade.
Powerade, Red Bull, Discovery Health. FNB (golf).
Old Mutual. SAB/Carling Black Label, Coca Cola
IJ. RCI, MTN, ABSA, Kodak, Fuji, Supersport,
Virgin/Virgin Active, Harley Davidson, Car, BMW,
Mercedes, SAA, One Time, Kahula, Avis etc
Recharge OUTDOOR ACTIVE
MEDIA Blunt, Far Out, Golf Digest, Golf
Business, Getaway, Man/Magnum, Mens Health,
Nedbank Golf Challenge, Sports Illustrated, Weg,
Caravan Outdoor life,Journal of the Mountain
Club of SA, ESPN (Xtreme Sport), NGC, Discovery
Channel, Supersports, Quad SA, 4X4 SA, Out There
Adventure Guide, Zigzag Surfing Magazine
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CONVERSION CAMPAIGN N4 REJOICE
CHARACTERISTICS Vast choice of cuisine.
African/Mediterranean, Eastern etc. Cape Malay
dishes. West Coast mussels. Cheese and wine.
Wine capital of SA. Street Café life, 516 places
to eat, Picnics, Knysna oysters. Strawberry
picking, Bokkoms (dry fish). Morogo. Ostrich
steaks. Rooibos.
EVENTS Nederburg Wine Tasting (Feb), Nederburg
Auction (Apr), SA Cheese Festival (Apr), Cape
Gourmet Festival (May), Cape Town Waterfront Wine
Festival (May), Prince Albert Olive Food Wine
Festival (May) , Pick n Pay Knysna Oyster
Festival (Jul) , Stellenbosch Wine Festival
(Aug), Hermanus Wine Food Fair (Aug), Langebaan
Mussel Festival (Oct),
BRANDS
Rejoice GOURMET DELIGHTS
Estate wines, Woolworths, Pick n Pay, Tiger
Foods, Premier Foods, National Brands, Pioneer
Foods, Distell, Kraft Foods, Mc Cain,
Robertsons, Melissas Deli, IJ, Tastic,
Appletiser, SAB/Amstel, Defy, LG, British
Airways,
MEDIA Dine, Good Taste, Sunday Times Travel
Food, Wine, Woolworths Taste, Sarie, Rooi Rose,
Fair Lady, Eat In, Essentials Food Home
Entertaining, BBC Food
10
CONVERSION CAMPAIGN N 5 REVITALIZE
CHARACTERISTICS Wide range of health, beauty and
wellness experiences. Spas. Natural hot springs.
Mineral pools. Waterbed therapy. Shiraz body
scrubs. Wine casket baths. Resorts. Yoga
retreats. World class cosmetic surgery/surgical
safari. Laid back lifestyles. Amazing walks.
Sunset concerts in Kirstenbosch Gardens. Views.
Fireside time, Pristine Beaches, Horse riding on
beaches, Star gazing,
BRANDS
EVENTS To be briefed
Virgin Active. Body Shop. Clinique. Discovery
Health. Pfizer. Aspen, Glaxo, Old Mutual. Sanlam,
Bonaqua, Valpre, Rooibos Freshpck, Ceres,
Liquifruit, Danone, Clover, Vital, Olive oil
brands etc
Revitalize BODY, MIND SPIRIT
MEDIA Elan, Absolute Health, Discovery, Fit,
Life, Longevity, Shape, Soul, Mens Health,
Cosmopolitan, Odyssey Namaste, Detail Magazine,
Gay Pages, Fine Living, Good Taste
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CONVERSION CAMPAIGN N6 REDISCOVER
CHARACTERISTICS Melting pots of cultures and
history. Diversity/fusion. Robben Island.
Township life. Vibey shebeens. Traditional arts
and crafts markets. Arts festivals (Karoo).
Choice of many museums, memorials and festivals
and alternative arts. Cape Malay festival of
music. San rock art. Visit a tribal snagoma.
Slave history.
BRANDS
EVENTS Spier Arts Summer Festival (Jan), Cape
Town Aqua Opera (Feb), International Design
Indaba (Feb), Vodacom Funny Festival (June),
Hello Darling Arts Festival (Sep),
Rediscover CULTURE HERITAGE
Nedbank. Standard. Telkom, Post Office SA,
Sanlam, ABSA, First Rand Bank, Anglo American,
Eskom, Bidvest,
MEDIA De Kat, Insig, Rootz Africa, SAfm, Bush
radio, The History Channel, National Geographic
Channel (NGC), Discovery Channel
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BRAND CONVERSION CAMPAIGN CALENDAR
Reconnect Eco Nature 1
Rejoice
Remix
Recharge
OUTDOOR ACTIVE 3
GOURMET DELIGHTS 4