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CAPE TOWN TOURISM’S NEW HELLO WEEKEND CAMPAIGN CONNECTS SOUTH AFRICANS TO CAPE TOWN EVERY WEEKEND
As part of Cape Town Tourism’s drive to turn Cape Town into a year round destination, Cape Town Tourism launched their brand new domestic marketing campaign at Indaba 2015 this past weekend. The campaign was quickly picked as one of international travel trend watchers Skift.com’s Best Travel Ads of the Week.
The campaign, which is called “Hello Weekend”, aims to position Cape Town as a city where there is always something on, 52 weekends a year.
Tapping into the universal truth that no matter who you are, everyone looks forward to the weekend, the campaign aims to profile the ideal weekend for potential visitors based on their weekend personality type.
“Hello Weekend” is centered on a micro-site www.helloweekend.capetown. On entering the site, visitors will have the opportunity to take a mini-quiz to find out what sort of weekend person they are and then explore recommendations on what type of weekends they may like. A series of weekly themed weekends have been created to talk to the various weekend personalities.
These include Tastescape; a weekend of sampling Cape cuisine, and Bros and Brews; a perfect solution for a bachelor weekend or a guy’s get together. Shoppers will love the Big Spender, a weekend of shopping delights – and adventurers will make a beeline for Adrenalin Rush. Collectors and Creatives can soak up the city’s art and design scene, whilst Just the Two of Us makes for a romantic escape in the Mother City. More packages include Five Star, Ready, Set, Go, Bestie’s Breakaway, Greens and Tees, Party it Up, Out in Cape Town and Making Memories.
Thompsons Holidays has created bespoke packages from R3399 (that include flights, two nights’ accommodation and car hire within South Africa) to match the weekends and to ensure that it is easy for people to get to Cape Town to experience the weekend itineraries. The campaign will initially run from 1 May-31 July 2015.
Some of the weekends are linked to events but most weekends can be experienced whenever. Visitors can ‘supersize’ their weekend by adding activities and experiences to their bucket-list.
Says Cape Town Tourism’s Executive Marketing Manager, Velma Corcoran; “Cape Town is the ultimate weekend city all year round but you’ll never do it all in one. Picking a theme is a way to showcase the choice we have on offer, by putting the visitor first. We have worked with a design agency called Infestation to present our weekend solutions in a simple, fun, friendly and shareable way. We look forward to spending the weekend with you.”
Find out what sort of weekend personality you are by visiting helloweekend.capetown and taking the quiz.