20 August 2012

Capetonians market the Mother City

Cape Town Tourism has mobilised local citizens to market their own city, resulting in excellent exposure on social media platforms.

LoveCapeTown iAmbassador Group

The campaign was followed with interest by traditional media, but the biggest success of this campaign was the citizen engagement it led to. For us it proves that often we should just initiate and guide the conversation, setting up platforms where it can unfold. Cape Town knows how to sell itself. - Mariƫtte du Toit-Helmbold

Cape Town Tourism’s recent digital marketing campaign used the power of user-generated content on social media to get its point across – that Cape Town is one of the finest cities in the world.

Four international travel bloggers were hosted by Cape Town Tourism as part of Cape its iAmbassador’s campaign. Via a viral ‘Tweet-Up’ using the hashtag #LoveCapeTown, followers were asked to contribute their itinerary suggestions on Twitter. The results were astounding - with over 36 million Tweet impressions* recorded in just over a week.

Cape Town Tourism CEO, Mariëtte du Toit-Helmbold said: ‘Today’s travellers are “digital nomads” and have a wealth of information available to them in an instant. Travellers now have the opportunity to explore vastly different experiences in a country and are not limited to what a guidebook tells them.’

Top tweeter and Cape Town iAmbassador, Melvin Boecher (@Traveldudes and traveldudes.org), was bowled over by the response. He commented: ‘The engagement of Capetonians in the #LoveCapeTown campaign was really impressive. I haven't seen this in any other blog trip campaign so far.’

Du Toit-Helmbold says that if anyone knows how to market the Mother City, it’s the local residents. ‘The campaign was followed with interest by traditional media, but the biggest success of this campaign was the citizen engagement it led to. For us it proves that often we should just initiate and guide the conversation, setting up platforms where it can unfold. Cape Town knows how to sell itself,’ she said.

* Tweet impressions are the total number of times tweets about #LoveCapeTown was delivered to Twitter streams, or the number of overall impressions generated as measured by social measuring site www.tweetreach.com.