Developing a Digital Marketing Campaign Plan for Cape Town Tourism

This project presents a digital marketing campaign plan designed to promote Cape Town tourism, specifically targeting Australian travelers. The plan begins with an executive summary and introduction highlighting the challenges and opportunities in Cape Town's tourism sector, followed by a brand proposition emphasizing the city's appeal. A persona-based digital strategy is developed, focusing on a young, travel-loving Australian woman named Mary Winslet, and identifies key digital marketing problems and opportunities. The campaign objectives are clearly defined to attract Australian tourists during both peak and lean seasons. The digital marketing strategy includes an analysis of the political and economic environment and outlines key content for a website, incorporating image galleries, 360º videos, and interactive elements. Display advertising strategies using GPS technology are proposed, along with key activities for Facebook and Instagram platforms, including email marketing, audience segmentation, and deliverability monitoring. The plan concludes with a detailed section on monitoring and evaluation using Google Analytics and other social media tools, emphasizing the importance of adapting strategies based on campaign performance and audience feedback.

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

1DIGITAL 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.

2DIGITAL 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

3DIGITAL 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

4DIGITAL MARKETING CAMPAIGN PLAN
 Gender- Female
 Name- Mary Winslet
 Marital Status- Single
 Job Type- Studying in College
Key digital Marketing Problem and Identified Opportunities
From the year 2008 the world was looked one of the major shifts that is within the
trends and behaviour of the tourist. Cape Town has instructed the tourism of the Cape Town
for going in for one of the process of the selective brand positioning. It is not an easy task for
the marketers, for staying abreast of each of the possibilities as well as understanding the
behaviours of the clients which is so much challenging.
SEO assessment shows that there are other site like shopping and blogging sites
mentioning the designed website. When someone searches with keywords like fun travel,
solo trips or best place for solo girl trip, the search engine brings out the website on the most
searched list.
Blog sites, food sites and online shopping sites are used to do a paid promotion of the
website by advertising on their page. Social media pages and handle are also used to advertise
the travel website to attract users.
Campaign objectives
The main objectives of the campaign are to attract keen Australian travellers to Cape
Town. The strategy of digital marketing is to change the entire scenario of tourism in Cape
Town and increase the influx of Australian Tourist in Cape Town. The schemes can be
launched on digital platform to attract Australian tourist not in the peak season but also on the
lean season which will further add to income of the country. Segregation of the audience

5DIGITAL MARKETING CAMPAIGN PLAN
helps create a larger tourist base and attract more individuals with lucrative offers on the
hold. Information technology tools can be used to collect the buyer data, analyse and
understand the persona to target ads for the particular customer. Australian youths can be
targeted to increase the sale of services as they are highly interested to know the city well and
explore the unexplored corners of the city.
Digital Marketing Strategy
The strategy for the digital marketing has been launched for promoting Cape Town
tourism on the digital platform, it is important to analyse certain aspects that will help
structure the marketing strategy proficiently (Chaffey & Ellis-Chadwick, 2019). The political
aspects of the city have not yet stabilized which in turn is affecting the economy as a whole
leading to snail speed development. The economy is slow and weak though being the thirty
fourth largest economy in the world. South Africa draws much of its GDP from the travel and
tourism industry (Cornelissen, 2017). The tourism industry attracts heavy investments and
contributes to the positive aspects of the nation. Economic inequality prevails in the country
which in way disrupts the growth of the nation. It has been observed the city people are
modernized and 99 percent of the city dwellers are accustomed to technology and smart
devices.
Key content for the web page
Directly from the beginning, an image gallery completes a great deal of the influence
on the site for the Tourism of Cape Town. Increasing the size of the picture, the website
ensures that the primary view is of a landscape view of the location (Aswani et al., 2018).
This is a scenario where the site does not depend much on the duplicates. The framework

6DIGITAL MARKETING CAMPAIGN PLAN
concentrates on the beautiful perspective and the various real life exercise rather than detailed
oriented methodology. A guest when is impressed by the pictures, they have the option to
click on the principal suggestion to take further action, “Plan Trip” for additional
information. This will lead the guests to find out the various exercises they can perform while
they are in the city and buy essential tickets and passes.
Notwithstanding excellent photographs and convincing portrayals of each, the site
additionally should offer 360º video recordings. These give a more top to bottom look than
even the most fantastic photographs could, so guests can pick a get-away spot and investigate
it from their home.
Intuitive components are winding up progressively mainstream in website architecture
for some enterprises. In any case, as a rule, it feels like they exist for checking "intelligent"
off on a subjective rundown of plan components. It is also important that by highlighting
different details for different quality tours, budget-friendly which also includes different
information about available discounts should be displayed on the headers or banners on the
web pages. In this way, the site will be able to provide clear idea about the details while
providing value to the audiences.
Display Advertising
Digital advertising is a thing that can enhance and attack people more than the
traditional advertising. GPS technology can be used to create a virtual perimeter which
extends up to several miles around the cruise port or the beaches and serve promotional ads to
anyone within that radius who is on a smartphone. This technology will ensure in the
engagement of the right local audience to receive those targeted ads at the right time. This
helps to build and develop a larger audience through multiple new interactions. Target ads
and promotional schemes can be shown of the person’s smart device to catch the attention of

7DIGITAL MARKETING CAMPAIGN PLAN
the person. If someone is looking out for a place to have dinner, the technique can be used to
divert them to the set locations. This gradually increases customer base and also involves the
joining of new customers into the system (Rutz & Bucklin, 2016). The technology can be
used to ping a local whenever he is passing a particular spot, providing him with all the
necessary information about the place and offering the local with lucrative schemes to invest
in that place (Grossberg, 2016).
Key Activities for Facebook and Instagram platforms
Email advertising can be utilized for marking, commitment, securing, maintenance,
direct deals, reactivation, creating traffic, and getting referrals, making it a standout amongst
the most flexible devices any business can use to develop their business.
Email marketing is more than broadcasting an email each time the distribute another
blog entry. What's more, it's more than sending email alarms when have an advancement or
deal for the new tourists. Inviting new audience group and enlightening them regarding the
business and qualities so that begin to construct an association with them. Boosting
commitment with the content and business, regardless of whether that is advancing an online
course or endeavouring to make an underlying deal (Pan, 2015). Supporting existing
endorsers by giving something they'll esteem. Reconnecting supporters who have not been
especially dynamic. Segmenting the audiences so that it can be email advertising efforts.
Deliverability rate is the level of email messages conveyed to the new user’s inboxes versus
the total number of messages sent. It reveals to what number of the messages skipped back
what's more, if that number is high, it's a certain indication of inertia. For example, when the
audience inboxes are full. A hard ricochet, then again, is less favourable and speaks to a

8DIGITAL MARKETING CAMPAIGN PLAN
changeless blunder to convey an email. This by and large happens when the addresses to send
to are terrible or don't exist.
Monitoring and evaluation of the plan
After the successful implementations and utilization of the digital marketing
campaign it is conceivable to decide the achievement of the implemented campaigning
methodologies without tracing information. Google Analytics can be utilized as an incredible
online tool/ instrument that is helpful to quantify best internet based advertising procedures,
just as figure out which techniques are in an ideal situation useful. Connect following labels
to the online campaign efforts with the goal that it can appropriately screen them.
Furthermore, make sure to utilize the investigation inside every social stage for much more
knowledge into which of social platform is performing best within and in order influence the
targeted audience. An effective marketing plan normally prompts another, with an end goal to
grow the business. Regardless of the populace targeted to into, it is important to assess the
new statistic and pinpoint the contrasts among it and your present group of audiences. On the
off chance that enough of intended interest group has transformed, it is important to approach
it like a totally new statistic. Never expect that you know how your objective gathering will
respond to the objective.
On the off chance if the campaigning achieved a startling statistic, be set up to dissect
it further—regardless of whether achieved the objective numbers or not. This could have
incidentally achieved a more extensive scope of individuals than expected, or got an
unexpected gathering in comparison. It is important make sure to check the overall extents of
the statistic.
A powerful advanced nearness can impact regions far outside the physical geographic
extent of an organization, regardless of its real size. Littler organizations can have results

9DIGITAL MARKETING CAMPAIGN PLAN
ordinarily bigger than their size would permit generally, because of the closeness their little
size brings to the table. In spite of the fact that bigger organizations may never feel as close to
home to their clients as new companies can, they have a lot more assets.
The responsiveness of the web can be bigger affect an organization's digital presence,
both positive and negative, and its belongings can stretch out to all territories of the business.
Organizations should fare thee well, in light of the fact that a disaster in one web battle can
have significant repercussions.
Implementation Scheme and Budget
Marketing Budget Plan
Project Subtotal to date: $49,500.00

10DIGITAL MARKETING CAMPAIGN PLAN
4
SUBTOTAL $ 6,200.00
6
4
2
SUBTOTAL $ 800.00
8
SUBTOTAL $ 4,000.00
8
SUBTOTAL $ 6,400.00
20
20
10
10
4
SUBTOTAL $ 5,000.00
SUBTOTAL $ 10,000.00
4
SUBTOTAL $ 6,400.00
1
SUBTOTAL $ 4,800.00
6
SUBTOTAL $ 5,900.00
1
Webinars
Website
Advertising
Online
Market Research
Twitter
Fac ebook
Pinterest
Content Marketing
Sponsored C ontent
Landing Page
C lient Events
$ 500.00 $ 2,000.00
Local Marketing
Newspaper
In-Store Marketing
$ -
$ -
$ -
Banner Ads
POP
$ 6,400.00
$ -
$ -
$ -
$ 100.00 $ 2,000.00
$ 100.00 $ 2,000.00
$ 100.00 $ 1,000.00
$ 4,800.00
$ -
$ -
$ -
$ -
$ -
$ -
$ 100.00 $ 800.00
$ 600.00 $ 3,600.00
$ 400.00 $ 1,600.00
$ 500.00 $ 1,000.00
$ -
$ 100.00 $ 1,000.00
$ 100.00 $ 400.00
$ -
$ -
$ 500.00 $ 4,000.00
$ -
$ 5,900.00 $ 5,900.00
$ -
C ampaign A
Instagram
Google+
Online
Email Newsletter
$ -
$ -
$ 5,000.00 $ 5,000.00
$ -
$ 2,500.00 $ 10,000.00
$ 800.00
Sales Campaigns
Impac t Studies
Surveys
SEO
Pay-Per-C lick Marketing
Development
Web
$ 6,400.00
Sponsorships
Public Relations
Press Releases
Social Media
Table 1: Budget Plan

11DIGITAL MARKETING CAMPAIGN PLAN
Banner Ads
4% Newspaper
6%
In-Store Marketing
4%
POP
2%
Press Releases
7%
Landing Page
7%
Twitter
19%
Facebook
19%
Pinterest
9%
Instagram
9%
Google+
4%
Online
4%
Development
1%
Surveys
6%
Campaign A
1%
Budget For Digital Marketi ng
Figure 1: Budget for Digital Marketing
Time Horizon