Objectives

• Packaging attractive and affordable deals• Raise the level of awareness for tourism attractions

and experiences• Deliver on the Brand Promise• Increase arrivals• Create a welcoming environment• Support the national Sho’t Left Campaign• Obtain quality media coverage• Create awareness of the Adventure Province Brand

Radio Campaign

Radio scripts were developed and radio advertisements produced in August for flighting on Algoa FM in September for the full duration of the month. Twenty-two (22) spots of 30 seconds adverts were flighted.

30’ RADIO ADVERT – Tourism Month GenericSeptember is Tourism Month and all over South Africa a million new experiences are only a sho’t left away.The perfect Adventure has a voice. If you open your heart you will hear the echo of 800km of pristine coastline, home of legends, roaming ground of the BIG 7, fascinating and authentic cultural experiences……All calling you, to take the plunge, ride that wave, conquer that valley, tame the biggest bungee jump.Your adventure is waiting….

Check out www.visiteasterncape.co.za for amazing deals and packages on offer in the Adventure Province Eastern Cape.

Regional Launches

The main aim for the Regional Launches was to create a platform for local

stakeholders to jointly work together and raise awareness in the promotion of

tourism activities and experiences within the respective regions. Working

closely with the District Municipalities and key role players on the industry

resulted in strengthening relationships and maximising resources.

Regional Launches

Eastern Region - The Regional Launch was held on the 1st of September 2015 and it was done in collaboration with OR Tambo District Municipality in Mthatha. The main objective of the launch was to showcase what the region offers whilst promoting integration by various stakeholders.

It commenced with a parade on N2 showcasing some of the local talent such as the drum majorettes, traditional outfits, motorcade and horse riding. An advertising trailer promoting the tourism month theme and regional activities was placed strategically at key positions within the district during the month of September.

The main event took place at ECPTA’s Luchaba Nature Reserve. The event was graced by the Honourable Mayor for OR Tambo District Municipality who delivered the keynote address, highlighting issues relating to importance of working together to grow tourism in the Eastern Cape.

Regional Launches

Central Region - The Regional Launch took place on the 3rd of September

2015 in Aliwal North.

The main event took place at the Lapeng Guest Farm situated along the N6 in

Aliwal North. The event was attended by approximately 83 stakeholders from

various tourism organisations and 30 school kids.

The key note address was delivered by the Acting Executive Mayor of

Maletswai Municipality – Cllr Mxolisi Mdumisa. A message of support was

presented by the two local municipalities followed by a presentation from the

ECPTA Chief Marketing Officer – Nopasika Mxunyelwa which covered progress

on the Tourism Month plan.

Regional Launches

The Western Region launch was in partnership with Nelson Mandela Bay

Tourism who utilised the opportunity to launch the new Beer Route. Local

media and tourism stakeholders were invited to the launch event and boarded a

bus and headed to the newly refurbished Grand Hotel where various Tourism

Month Presentations were shared. The Hop on Beer Route is a guided tour of 3

micro breweries in Nelson Mandela Bay and is offered by Gecko

Tours. Throughout the tour the visitor will introduce their taste buds to carefully

crafted beers of unique flavours. Three popular venues were included, namely

the Beer Yard, Dockside Brewery and the Bridge Street Brewery.

Eastern Cape in….

• Website• Radio• Newspapers• Flyers

The campaign will run from September to November and as such, its impact will only be measured at its completion.

Product Specials and Discounts

The aim of this initiative was to encourage domestic travel within the province

and to increase the awareness of the broad range of experiences on offer.

Thirty three (33) deals were received and packaged as Adventure, Culture &

Heritage, Wildlife, Accommodation and Other.

• Website

• Facebook and Twitter.

• Flyers which were distributed at the Getaway Show in Johannesburg, at

provincial meetings and at key tourism information offices and entry points in

the province.

• Advertised in the Daily Dispatch, The Herald, Die Beeld and Die Burger.

Go WildA radio script was developed and radio advertisements produced in August for

flighting on Algoa FM in September, October and November 2015. Twenty-two (22)

spots of 30 seconds were allocated to the advert.

 

30’ RADIO ADVERT – Go Wild

 ­Begin­ your­Wild­ Coast­ adventure­ this­ Spring.­ Follow­ trails­ through­ lush­ forests,­

watch­dolphins­at­play­from­the­top­of­Kobole­Point,­view­waterfalls­that­tumble­into­

the­ Indian­Ocean,­ set­ out­ in­ search­ of­ buffalo­ or­ perhaps­ even­ chance­ upon­ an­

elusive­leopard.­

Experience­ all­ this­ wilderness­ wonder­ –­ with­ this­ unbelievable­ offer­ from­ the­

Eastern­ Cape­ Parks­ and­ Tourism­ Agency­ –­ 20%­ off­ all­ bookings,­ for­ Hluleka,­

Dwesa,­Silaka­and­Mkhambathi­from­September­to­November­2015.

 

Book­now­at­043­705­4400­and­visit­www.visiteasterncape.co.za­for­more­fabulous­

tourism­month­deals.

Open Days

To further encourage locals to visit our nature reserves the ECPTA hosted a

number of Open Days in selected provincial nature reserves. Members of the public will be able to access the reserves at no charge during the month of September. The Open Days were publicised through various channels. For maximum impact, the Open Days took place on each Saturday and Sunday in September.

Heritage Site Awareness Campaign

• ECPTA selected 8 rural schools in the Central and Eastern Regions.

• Teachers and learners were requested to enter the competition by selecting a

Heritage Site of their choice, undertake research and develop a Poster as to why they

have selected this site.

• The schools received a briefing and using this knowledge they set about their project.

• A panel of judges were appointed and presentations were judged based on research,

creativity, presentation skills, communication and visual appeal.

• The winning school was announced at the Provincial Tourism Careers Expo which

was held on the 18 to 20 September 2015. The winning school was Nyeanga

Secondary School.

• ECPTA will treat the winning school to an excursion to one of the selected Nature

Reserves.

 

Groendal Wilderness Hiking Challenge

• Visitors were encouraged to tell us a little about their hikes when they are

done to stand a chance to win a weekend away at the newly renovated Rooi

Kranz hiker’s chalet at Groendal.

• The reserve offers both marked and unmarked trails that include the

relatively easy 16km Blindekloof trail that takes hikers to Crystal Cavern

Pool, and a short 4km circular trail to the picnic area that is good for families.

• This initiative was advertised in The PE Express and Die Son.

• This promotion attracted approximately 36 hikers during the 19 -20 and 26-

27 September 2015.

Social Media

• The “MY EC” campaign was launched on the 1 September with the main aim of

encouraging locals to share their magical and adventurous Eastern Cape moments on

social media platforms and “tagging” entries with #myec.

• The competition was promoted by means of online banners, Facebook, Algoa FM,

AlgoaFM website and the Adventure Province destination website.

• Reach – 34604

• Entries Received – 109

• The winner was announced on Algoa FM on the 9 October 2015

• The winning Photograph was submitted by Isabeau Joubert from Jeffreys Bay

• The winner wins a unique Eastern Cape 3 day adventure for two to the value of

R18 000.

You Tube Competition

• This campaign aims to showcase the diverse and unique Eastern Cape offering, and

promote an Adventure Province Promotional clip to the general public.

• Ten Iconic Eastern Cape attractions were hidden in the clip such as Shark Rock Pier,

Hole in the Wall, The Big Pineapple, Bloukrans Bridge, Nelson Mandela Voting Line

Sculpture, 1820 Settlers Monument, Nelson Mandela Bay Stadium, The Campanile,

Bridge over the Kowie River and the Donkin Reserve.

• Reach – 21 082

• Views - 157

• Entries Received - 18

• The lucky winner of Provincial Nature Reserve experience prize was Meghan von

Wildemann from Grahamstown.

Gateway Welcome Campaign

• The Gateway Welcome Campaign was developed to create a carnival

atmosphere and create awareness about tourism month celebrations at key

Gateway entry points to the Province.

• Relevant stakeholders, school kids, and ECPTA staff welcomed our visitors

by providing them with a goodie bags containing tourism information

booklets, flyers and all the tourism month specials and deals particularly

those that are taking place with their respective regions.

• Visitors will also be encouraged to follow us on Facebook.

• The Welcome Gateway Campaign took place on n the 24 September at key

spots – Aliwal North, Storms River Garage and Bizana.

Bloggers Brag

• ECPTA planned to host one Blogger, Sandile Nene from Durban,

who has a respectable following to experience an Adventure in the

Eastern Cape and to blog about it.

• He was scheduled to enjoy diverse experiences in the Eastern Cape

from the 2nd – 5th October 2015.

• The Blogger unfortunately cancelled participation on the day the tour

was scheduled to commence due to a family bereavement.

• This initiative will be reconsidered in quarter four to tie in with an

Easter Campaign and if budget permits.

Media Tour

The ECPTA hosted the following media from the 8th – 12th October 2015:• Daily Dispatch – Loyiso Mpalatshane• Daily Sun – Lerato Pholo• Traveller 24 – Louzel Lombart• New Age – Londeka Dlamini• Eastern Cape Today – Eric Gyimah• Isolezwe – Abongile Ginya

Media Tour Itinerary

Day One – 8 OctoberTravel by road from Durban to Mbotyi River Lodge situated in the heart of Pondoland on the Eastern Cape Wild Coast. We will arrive at the Lodge in time for a late lunch. At Mbotyi we will enjoy a village walk and visit to the local Sangoma (Medicine Man) and then enjoy a sundowner on a hill top before returning to the lodge to refresh and enjoy dinner and overnight. Day Two – 9 OctoberAfter breakfast we will enjoy a day excursion to explore the beauty of this coastline. Mbotyi is ideally situated to enjoy the natural attractions Pondoland has to offer and has some incredible walking trails to explore so pack some comfortable hiking/walking shoes. A packed lunch will be enjoyed on the days outing. We will return to the lodge in the late afternoon to refresh have dinner and overnight. Day Three – 10 OctoberAfter breakfast we will depart from Mbotyi and travel via Mthatha to Qunu for a Nelson Mandela experience. A traditional lunch will be arranged. We will then continue to Morgan Bay where we will be accommodated at the Morgan Bay Hotel. Dinner and Overnight at Morgan Bay Hotel.

Media Tour Itinerary

Day Four – 11 OctoberAfter breakfast you can enjoy canoeing on the lagoon, a beach horse ride or just some time on the beach. Thereafter we will enjoy spectacular views from the Kraanse before heading to East London for a brief city tour, dinner and overnight at a local establishment (Park Place Boutique Guest House) where a traditional South African evening will be arranged. Day Five – 12 OctoberAfter breakfast we will travel through to King Williams Town to enjoy a visit to the Steve Biko museum and grave before returning back to East London for an afternoon departure from the EL airport.

Media Tour Coverage

• Isolezwe (4 articles)• Daily Dispatch (3 articles)• Eastern Cape Today (1 article)• New Age (1 article)

Media Relations

Campaign Distribution Date Topic

Million experiences are a sho’t left away

30 August 2015 Pre-Tourism Month Release - Eastern Cape your adventure awaits (Generic release on overall initiatives for Tourism month)

31 August 2015 Press release for the Central Regional Launch - Joe Gqabi District.

15 September 2015 During Tourism Month Release- Hidden gems right at your doorstep. Available through affordable and accessible prices

Media RelationsRadio Station Date of Interview Radio Show Name Topic Person Interviewed

UCRFM 02 September Current Affairs Tourism month activities Nopasika Mxunyelwa

TruFM 03 September The real deal Assistance given to young people who wants to start their own businesses in the Tourism sector.

Nopasika Mxunyelwa

Fort Hare Radio 08 September Current Affairs Tourism month and its importance for economic growth

Nopasika Mxunyelwa

Alfred Nzo FM 17 September Current Affairs What is rural tourism and how can communities benefit

Nopasika Mxunyelwa

UCRFM 18 September Current Affairs Career Expo and

opportunities available for

young people in the sector

Buziwe Sobukwe

TruFM 23 September The Real Deal Biggest tourism sites in the Eastern Cape and the importance of domestic tourism.

 

Nopasika Mxunyelwa

Advertising

Due to the limited Tourism Month budget an aggressive advertising campaign could not be undertaken however the following marketing channels were utilised to gain awareness of the various Tourism Month initiatives:• Utilisation of the existing Algoa FM Contract• Utilisation of exiting CRS database and Digital Campaign database• Facebook, twitter and blogs• Newsletter• Herald Tourism Month Supplement• The Herald• Die Burger• Daily Dispatch• The Rep• The Go• Umtata Fever• Midland News• Grocotts Mail• Barkley East Reporter