Addressing seasonality in Cape Town

Simon Barnett

Addressing seasonality in Cape Town

 The brand

Cape Town is regularly voted one of the world’s most popular tourist destinations. However, it is widely seen as a summer destination. Visitors flock to the city’s streets, winelands and beaches during the warm months, but as the temperatures drop, so too do the visitor numbers.

 The complexity

While visitors do come to the city during winter, it has long been Cape Town Tourism’s objective to attract more domestic travellers to the Mother City between May and August. We were asked to conceptualise and implement a marketing campaign that would make the audience aware that Cape Town is a destination worth visiting throughout the year. The campaign needed to resonate with visitors on a personal level; and to build equity over three years.


Through the campaign, we aimed to change the perception of Cape Town as a summer-only destination into that of a year-round destination.


At the centre of the campaign is an online  events and attractions guide to what to do in Cape Town over the weekend.

Together with the client, we created themed itineraries for each weekend of the year, using personality types as the hook to promote the content. The campaign was rolled out across a diverse combination of online media and platforms. It strategically targeted a domestic audience who were encouraged to visit, discover Cape Town’s off-peak offerings and book a package deal directly through our online travel partner.


We activated an online competition on and used various social networks to drive entries. We also produced a range of Instagram videos and a radio advertising campaign that invited people to wake up to the weekend in Cape Town. We also used traditional print channels to supplement the digital campaign.

The campaign was promoted to the travel trade industry through a series of activations at road shows and conferences including Travel Indaba. For these events, we produced specialized toolkits to entice the audience into promoting the destination.



The campaign has run successfully for two years, with two objectives: to raise awareness that there is always something on in Cape Town, and to drive traffic to our online booking partners.

We measured the campaign’s success by analysing the reach of the campaign and through leads generated to the available travel packages.

Our Work

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