Digital Marketing Campaign Plan for Cape Town Tourism

Running head: DIGITAL MARKETING CAMPAIGN PLAN
Digital Marketing Campaign Plan
Name of the Student
Name of the University
Authors note

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DIGITAL MARKETING CAMPAIGN PLAN
Executive Summary
The purpose of this paper is to discuss a digital marketing campaign for promoting Cape
Town tourism. Digital marketing has highly enhanced the market space and tools,
revolutionizing the way services are promoted. Numerous digital marketing tools are used to
promote Cape Town tourism among the youth for increasing tourist base.

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DIGITAL MARKETING CAMPAIGN PLAN
Introduction
In the early 2000’s, the Cape Town tourism in South Africa was the witness of one of
the worst phases. The city has registered almost 7.7 million overseas tourists who were
arrived in Cape Town, which is 3% less than the previous year. Being a vibrant city Cape
Town was not having the ability for attracting the tourist from the other countries. For the
challenging situation, the organisations who handles the local tourism in the Cape Town,
have merged them in a row to work together to form the tourism of the Cape Town in 2004.
The organisations have got a golden opportunity for acting as one of countries to host the
FIFA world cup in 2010. At that time of hosting for FIFA world cup Cape Town suddenly
got the opportunity to ensure that Cape Town will get a plenty of expose to the entire world.
At the time of world cup in the year 2010, Cape Town has got 1.5 million of tourists who
were from several countries (Capetown.travel, 2019).
Brand Proposition
Digital marketing helps the industry to cater to a larger audience both nationally and
internationally (Chaffey & Smith, 2017). Digital marketing expands the marketing and
business scope for the tourism industry by attracting a comparatively higher audience base
(Heinze et al., 2016). Cape Town in South Africa is a famous and prominent tourist post. The
city has attracted thousands of tourists before and never fails to attract hundred thousand
tourists even now. Cape Town is a beautiful port city located on the south western coast of
South Africa, on a peninsula beneath the Imposing Table Mountain. The tourism has been
considered as an industry that is one of the most lucrative industries internationally. The
tourism in Cape Town is growing rapidly. This has been seen as one of the most vital element
as well as wealth creation, foreign exchange earnings and social development that have been

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DIGITAL MARKETING CAMPAIGN PLAN
served concurrently for enhancing the cultural knowledge. The tourism has created political
networks and socio cultural alongside by strengthening the international relationships too.
Persona based Digital Strategy
There is a high influx of Australian youth in the city of Cape Town. Mary Winslet,
female with an age of 18-26. She is a single lady studying in college. She is originally from
Australia. Mary Winslet absolutely loves to travel and explore various new places and
locations. The purpose behind her extensive travel to different locations is to identify the
certain aspects about the same from social media websites. Mary Winslet is a young female
who loves to travel extensively to discover new locations and explore the unknown corners of
a location. For young women like Mary Winslet, who deeply depend on social media and
drawn information out of social media, charting a digital marketing strategy for such clients
prove to be highly beneficial. Mary Winslet loves to travel; hence she will find ample
opportunities to explore the diversified natural beauty Cape Town has to offer. Cape Town
has numerous pocket friendly options, and as she is a student, such options will prove to be a
soul filling experience for her.
Youth
Demographic
 Age Range- 18-26