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330 November 2017
Durban launches new Discover Durban Campaign
Durban Tourism has launched a new marketing campaign that will be at the forefront of its global and domestic marketing of the city. The campaign DISCOVER DURBAN encapsulates the unique attributes of what makes the city attractive and addresses the constant demands of the new Traveller to the city. The landscape of tourism changes every day and with fierce global competitiveness, it was time to remodel the destination marketing of the city.
Phillip Sithole, acting DCM confidently stated that through this ambitious marketing campaign, we are hoping to strengthen global awareness and cultivate strategic travel trade relationships. This review and change was important for us, as we need to ensure that Durban clearly differentiates itself from other global competitors, we reflect changing consumer dynamics, create an emotional connection using our unique tourism assets and provide a unifying vision and voice for all of Durban’s tourism industry. We think that this will be a game changer for the industry and will be effective in increasing visitor arrivals and creating new memorable experiences for tourists.
The city is hoping to use its strategic partnerships and tourism ambassadors like the Sharks Rugby, Ladysmith Black Mambazo and Golden Arrows to fully support and endorse the Discover Durban Campaign.
The new marketing campaign also aligns itself to the new 3 year strategic global partnership with media giant, Discovery. The network penetrates across 220 countries and territories worldwide and has a 3 billion subscription base. The partnership is on Discovery Channel across Europe, Middle East and Africa, across 54 markets, which includes key source markets for Durban and KwaZulu Natal. In Europe, Middle East and Africa the TV household distribution is 106 million with a monthly reach of 69 million.
Sureka Abbas, Director, brand partnerships and innovation, Discovery Network International stated that through this partnership a Legacy Project will be created between the city and Discovery. A competition called, the young Durban filmmaker of the year will also be launched to empower and afford the youth to be mentored on a 3 day programme in London with expertise from the Discovery team. This competition will kickstart in 2018 and will be facilitated via the Durban Film Office and Durban Tourism.
The city is optimistic that the new Discover Durban Marketing Campaign together with our Global media partner Discovery Channel will re-target interest and raise global awareness of our tourism assets to new markets and potential visitors.
Our festive season calendar promises to offer unique entertainment to showcase our cosmopolitan lifestyle and welcoming people of eThekwini, which are ingredients that makes our city the most desirable place to be in during December and to usher into 2018. Not forgetting to enjoy the line-up of the most exciting events from Umhlanga to Umlazi. Some of the highlights being, Fact Durban Rocks, Durban Jazz Festival, Woza Durban Picnic, Durban Underground, Umhlanga Beach Festival, Sapphire Coast Beach Festival and so much more on offer!
For the 2017 Summer season which starts from 1st December 2017 and ends in February 2018, it is projected that 1.3 million visitors will set foot on Durban shores bringing in a direct spend of approximately R 3 billion, sustaining annualized jobs of 10 451. The tourism contribution for this summer is projected to be R 5 billion.
For more information, contact Durban Tourism - May Moodley – Tel: 031 3224169
Sbu Zondi, Senior Marketing & Communications Manager, cell no: 0815290602
Issued on behalf of Durban Tourism