It seems like a lifetime ago, but for a while, all Cape Town could talk about was Day Zero.
There was panic, and justifiably so, and right around the world people paid attention to see how a major city was readying itself to operate when the taps ran dry.
Thankfully, for the time being, we have averted that crisis, but the local tourist industry did take a knock off the back of visitors being scared away by the news.
Now Cape Town Tourism wants to show the world that it’s time to head our way again, because #itsallstillhere.
They recently launched a campaign involving three of South Africa’s most famous surfing talents – Jordy Smith, Mikey February and Frank Solomon – and how their lives revolve around the water.
Before we get to those, here’s Skift:
…“it acknowledges that our region has suffered its worst drought in history, but shows how we’ve got through the crisis and that our extraordinary destination is ‘all still here,’” explained Judy Lain, chief marketing officer for Tourism at Wesgro, the provincial economic development organization [sic].
Cape Town isn’t alone in working to reboot public perception after natural disasters. After the devastation of Hurricane Maria, Puerto Rico has promoted before and after images, to show that the island is on the road to recovery, promoting the hashtag #CovertheProgress…
In addition to #ItsAllStillHere global marketing campaign for Cape Town, the ongoing messaging is as important as ever for the city’s tourism industry. While the drought may have broken, the hangover is likely to affect the upcoming peak season.
“Traditionally, our international markets book their holidays in the first two months of the year, which coincided with the height of the drought,” said Lain. “Comparing year-on-year statistics, forward bookings are currently lower than usual.”
That might be good news for those who are hopeful of finding a parking spot near a beach on the Atlantic Seaboard this December, but we need visitors to come and spend their money on our shores.
With that in mind, here’s Jordy:
And Mikey:
And Frank:
Kiff.
Hey, tourists, come and blow your hard-earned cash in our city.
[source:skift]
