A city co-marketing agreement between New York City and Cape Town Tourism, which was signed in August 2017, goes live this February.
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’s tourist attractions will appear on 62 bus shelters and over 1000 outdoor LINK kiosks across NY’s five boroughs. NY will be marketed to Capetonians through Cape Town Tourism’s mobile Visitor Information Centre that travels to events and hotspots throughout the city, as well as a city centre digital billboard and in Tsogo Sun’s print and TVC media.
Enver Duminy, CEO of Cape Town Tourism, said: “This is ground-breaking for us; it’s the first time New York City has partnered with anyone on the African continent.”
Cape Town Tourism continues to promote tourism internationally, whilst cautioning that saving water is essential. “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,” added Duminy.
Tourism in CT has contributed almost R15 billion (€102 million) to the local economy as a result of the active work of almost 5 000 tourism employees, according to an economic study conducted by Grant Thornton.
Fred Dixon, President and CEO of NYC & Company said: “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.”
Besides the two tourism organisations, the campaign is also being run in partnership with Tsogo Sun, South African Airways and South African Tourism, to further boost marketing capacity.
Head of North America for SAA, Todd Neuman, said: “As the national carrier of South Africa, we are proud to partner with Cape Town Tourism in bringing more visitors to the Mother City. Cape Town with its world-class hotels, restaurants, shopping, vibrant culture and 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.”