Cape Town is loved all year round by its locals. There’s nowhere else we’d rather be. But how to convince others of this truth?
Cape Town Tourism approached Infestation to conceptualise a campaign that would position Cape Town as an all-year-round destination to a diverse audience.
Our thinking around the local campaign centered on our commonalities rather than on our differences. What do we all have in common? What motivates us? What do we look forward to? What do we spend our money on? What do we live for?
The weekend of course!
Regardless of who you are, the one time people have time is a weekend. It’s greatly anticipated by most and holds so much promise. People love to go away or have weekend plans. Positioning Cape Town as a weekend city where there’s always something on, speaks to locals as well as to the domestic market.
The primary tool we created to promote Cape Town as a weekend city is a web-based themed itinerary planner, featuring the best of each weekend. www.helloweekend.capetown houses a mixture of top events, attractions and popular experiences for upcoming weekends and forms the centrepiece around which all marketing collateral revolves.
To promote the website, and ultimately the destination, the campaign entitled Hello Weekend, used a combination of media, strategically targeted towards our diverse audience. From traditional channels such as newspaper and magazines, to a full spectrum of online advertising that includes Twitter, Instagram, Facebook, and YouTube, along with boosting posts, promoting google adwords and doing media takeovers on popular travel and news websites. Various activations also took place, such as the hosting of popular bloggers and Igers in Cape Town who in turn promoted it on all their channels. The mobile tourism centres also saw an update in branding and carry the Hello Weekend messaging to a local audience.
The campaign was activated by a quiz on the website, entitled “What kind of weekend person are you?” where people could find out their weekend styles and match their preferences to various weekends over the winter period. The campaign has been highly successful to date.