A city twinning agreement between NYC & Company and Cape Town Tourism signed in August 2017 sees the co-marketing agreement going live in February 2018. The two destination marketing agencies have pooled resources to market each other’s world-class destinations, and Cape Town is set to receive more New Yorkers who will be taking advantage of special airfare offers and more.
Cape Town Tourism is the official tourism marketing agency for the City of Cape Town and a leading industry association comprised of 1400 businesses across the tourism value chain.
Cape Town’s many attractions will appear on 62 bus shelters and over 1000 outdoor LINK kiosks across New York’s five boroughs, introducing US locals to what’s on offer. New York will be marketed to Capetonians via Cape Town Tourism’s mobile Visitor Information Centre that travels to events and hotspots throughout the city, a city centre digital billboard, and in Tsogo Sun’s print and TVC media.
The tourism fraternity continues to promote tourism internationally, while cautioning that saving water is essential.
Cape Town Tourism CEO, Enver Duminy has eagerly awaited the live launch of the campaign:
“This is groundbreaking for us, it’s the first time New York City has partnered with anyone on the African continent. The synergy between the two cities is remarkable, and this is the result of many years of relationship-building. Encouraging international tourism is essential, especially during this water crisis, since the contribution those visitors make to the economy allows for sustainability in employment and for infrastructural improvements to the city. We simply ask that all locals and visitors concentrate their efforts on saving water. We’re anticipating that this will introduce many New Yorkers to Cape Town as the Gateway to Africa, with all this wonderful continent has to offer.”
Tourism in Cape Town contributed almost R15 billion to the local economy as a result of the active work of almost 50 000 tourism employees (directly and indirectly) – according to the economic study conducted by Grant Thornton.
“We are proud to kick off the second phase of our city-to-city tourism partnership with Cape Town – our first partnership with a city in Africa – with the launch of dynamic advertisements across both destinations. There are more reasons than ever to visit New York City, and we look forward to welcoming even more Capetonians in the months and years to come.” – Fred Dixon, President and CEO, NYC & Company
Besides the two tourism organisations, the campaign is being run in partnership with Tsogo Sun, South African Airways and SA Tourism, further boosting marketing capacity.
“As the national carrier of South Africa, we are proud to partner with Cape Town Tourism in bringing more visitors to the Mother City,” said Todd Neuman, Head of North America for South African Airways. “Cape Town with its world class hotels, restaurants, shopping, vibrant culture and breathtaking scenery is a must visit for any New Yorker. South African Airways offer daily flights from New York to Cape Town and we look forward to welcoming New Yorkers on board to enjoy our world-class service and warm African hospitality.”