Cape Town: Wrapped cabs in London will promote flights from Gatwick to Cape Town, with a special offer for bookings through ‘Choose Cape Town’ campaign. The Economic Growth Directorate of the city shared details of a new international destination campaign that will kick off ahead of the upcoming summer visitor season.
Member of the Mayoral Committee for Economic Growth – Alderman James Vos expressed at the launch that he is excited about the city partnering with Norse Atlantic Airways on a campaign to promote their inaugural London-Cape Town flights commencing on October 28, 2024.
Considering the partnership, ‘Choose Cape Town’ marketing material hits the streets of London where it will cover 40 of the English capital’s famous black cabs for the month of November. It strategically aligns with the World Travel Market London, which is the biggest global travel show and will take place from November 5 to 7, 2024.
Alderman Vos asked the audience, “Imagine, you’re in one of the busiest cities in the world and a sleek black cab wrapped in Cape Town’s vibrant imagery passes by, encouraging the you to book your next adventure.”
“It’s a visual reminder of the unmatched experiences that Cape Town offers, from ocean safaris to urban culture and investment opportunities,” said James Vos.
He said that once passengers hop into the cab, they will be able to see further branding inside with a QR code that will take them directly to a booking platform to secure a Norse Atlantic Airways flight to Cape Town.
According to him, to make it even more enticing, Norse is working on a special offer for flights that were booked through the code. Details for this will be confirmed by the airline. This makes it the first campaign where they actually have a direct conversion mechanism attached via the Norse flights.
The Chief Commercial Officer Norse Atlantic Airways – Bard Nordhagen said that they are excited to take part in the campaign to promote travel to Cape Town. Since launching ticket sales for the new route, has become one of the most popular destinations.
Nordhagen said that by directly targeting the keen explorers with the engaging partnership, looking forward to spread the news of the new route and excellent value fares to a wider audience.
The agreement follows the announcement by Norse Atlantic airways of thrice-weekly flights between London Gatwick Airport and Cape Town International Airport from October 28, 2024 for the peak season.
Alderman Vos added to his statement that it aligns with the strategy of expanding the flights as part of the City of Cape Town’s five-point tourism action plan. The plan involves the collaboration of key partners that ahs already brought he remarkable results, including the addition of more flights from key markets in Europe, the US, Africa and South America.
The cabs will also bear the new international logo of the city, to which Mayor Geordin Hill-Lewis said it was a global-facing representation of the vibrancy of Cape Town.
He said that with millions of eyes on Cape Town at big -ticket events, there was a need for an easily recognisable brand for the city. The logo will be seen throughout the world at sports events, conferences, on all the campaigns and marketing material and international billboards and TV screens.
Mayor Lewis promoted Cape Town as a place where the global citizens can live, work and play. The logo will become synonymous with the City of Hope. It is bold, vibrant and unmistakably Cape Town, with the iconic Table Mountain running through the typeface, inviting the visitors to come and experience the incredible city.
Considering this Alderman James Vos said that these platforms are essential in showcasing the city as an ideal destination to visit, live, work, study, play and invest. The third edition of the magazine follows the incredible success of the first two that has seen more than 150,000 online page views.
Meanwhile, Kenya Airways continues the distribution of print magazine to their business class clients, travelling to more than 40 cities around the world. “We are exploring more distribution channels and mediums to continuously grow our footprint,” said Alderman Vos.
He referred that through the targeted content campaigns, more than 25 million people across the globe have been reached. The destination marketing plays a vital key role in the impressive five-point plan to grow the tourism industry of Cape Town.
According to James Vos, it is the pillar which precedes the other points, namely, expanding flight routes, growing the cruise destination profile, securing increased conferences and events, also supporting local businesses to develop quality, authenticity and unique products and services in Cape Town’s communities.
He mentioned that they are standing at the threshold of a new era for Cape Town’s tourism industry. Every initiative they are launching at present is about unlocking potential, not just for the city but for the people of Cape Town.
Last year, the tourism employed more than 91,000 Capetonians. “We have a long way to go in terms of forging more avenues of opportunity for the residents and if we keep pushing like we have been and continue to focus on these key areas, we can create a tourism-related job in every household across the city. It’s an ambitious goal, but one that we can achieve by working together,” said Alderman Vos.