Wesgro launched a new domestic tourism campaign known as ‘With Love from the Locals’ to harness the power of voices from across the Cape Town and Western Cape.
The program actually uses the locals from around the regions of the Cape. It showcases the selected protagonists who are performing the activities they love the best.
The campaign has originated out of the insight that “the best people to inspire you to visit a place are the people that live there.”
The short videos are combined together as an introductory trailer that beautifully demonstrates the world-class affordable experiences that are need to be enjoyed in the Western Cape.
The trailer shares the insights and first-hand stories of the hometowns that they are living in and loves to invite fellow South Africans to come and experience the neighbourhoods and small towns.
The short videos series feature Faeeza Abrahams who is known well for her role in OTT platform Netfilx’s ‘Somebody Feed Phil’. In the video Faeeza presents a glimpse into the colourful life in the Bo-Kaap by flashing light on many cultural and culinary delights that are to be discovered in the heart of the city centre.
The highly targeted Wesgro domestic tourism digital campaign will be featured on all social channels consisting of Tik-Tok, Instagram, Facebook and YouTube.
Considering the tourism project, the Wesgro CEO – Wrenelle Stander said, “We place immense value on our domestic audience, who remain the largest tourism source market and the biggest support throughout the year.”
The CEO added the records of the previous financial year and mentioned that in 2022, 3.4 million domestic trips culminated to the Cape by spending domestically and reaching R12.7 billion and nearly attained double the value back in 2019.
“We remain confident that our numbers will continue on an upward trajectory, with the return of old friends as well as by welcoming new visitors. The Western Cape welcomes you,” expressed CEO Stander.
The first story that the project shows is of Carmen Stevens who hails from the Cape Winelands. She is a winemaker and the owner of her very own label and farm.
While heading towards the north up the coast, the officials met Luthu, who is the Hermanus Whale Cryer. Moving forward into the Cape Karoo, we get to meet Tannie Poppie who is waiting to share the stories of her famous roosterkoek and unveil many cultural treasures that are to be discovered in the Karoo region.
In continuation with the cultural theme, Nunke Kadhimo from Khwa ttu who resides in the West Coast and, unveils the tales of history and language in the area by adopting the traditional way of sharing stories around a campfire.
The video concludes with a splash of art and the adventures of local artist Eugene Lewis and ocean adventurer Jero Revett, who hails from Knysna and seeks thrills.
Presenting her verse, Chief Marketing and Innovation Officer – Jean Scheltema said that they have showcased international travellers to attract their fellow countrymen with previous international campaigns such as the Never-ending Tourist. “Now it’s time to turn the camera even closer to home,” said Scheltema.
“With Love from Locals, tells the rich stories of the Western Cape through the lens of those who knows the best. The first-hand accounts by influential locals may not necessarily involve the travel feeds. The traditional itineraries make it truly special alike documentary style series,” added Jean Scheltema.
The campaign videos use authentic voices to rally fellow South Africans to visit the Cape Town. The series of videos eventually goes beyond the destination and demonstrates that there is something special that everyone can enjoy in this region.
Indicating the same, the Chief Tourism Officer – Monika luel indicated that Wesgro will continue to drive geographic spread and will combat seasonality. She added, “Together with the Regional or Local Tourism Officers we have collaborated to identify locals to take part in the series and to ensure that the destination is showcased authentically and sustainably.”
The tourism officer mentioned that the Western Cape has so much to offer, far beyond the well-known summer holiday destinations. Ultimately, it is the people of our local fan base, both from the rest of the country and the local Western Cape residents.
The Western Cape Minister of Finance and Economic Opportunities – Mireille Wenger commented that the launch of the exciting domestic tourism campaign is perfectly timed with the upcoming school holidays.
The minister said that every visitor to the province is precious because more tourists mean more jobs. The domestic market is very important as it sustains the sector throughout the year, not just during the peak season.
Highlighting the Western Cape Wenger said it is an incredible place to visit with something for everyone.
The domestic tourists from across South Africa are the locals who really spoilt the choice because they have something for everyone and no matter what they are looking for.
Minister Mireille Wenger, commented: “This campaign shines a spotlight on the many diverse, vibrant and rich offerings we have. So South Africans and those who call he Western Cape home, What are you waiting for? It’s time to get out and explore, With Love from the Locals.”