Our brand at the forefront

2015-04-30 15:00

TOURISM branding around South Africa can be a bit of a quagmire if one looks into the various hierarchies that exist. We have national, provincial, city, regional and in many instances local government brands to consider.

Being a believer in Keep It Simple Stupid (Kiss) method, to me the most effective brand alignment should be towards what the consumer usually refers to when going on holiday or to a destination.

When asked where people are going for a holiday in KZN more often than not they will say “the Drakensberg” or “South Coast” depending on their broader geographic preference. A secondary tier of response may be “Scottburgh” or “Margate” or “Oribi Gorge” which indicates a more precise location.

Our marketing mandate is to firstly promote the greater South Coast through our brand and within that context, profile geographic areas that one finds in the nine routes of the Southern Explorer.

The South Coast is a strong and recognisable brand and at every opportunity we forefront the brand within our marketing tools and communications avenues. Recently we have encouraged event promoters we support to where practical (e.g. forthcoming South Coast Lions Show) include our brand within the naming of a particular event. This approach assists us in creating more brand loyalty and awareness.

In certain destination areas of the province, municipal brands have been adopted which in some respects confuses the tourism brand presence given that tourism does not comply with geo-political boundaries and as a result, often visitors are less likely to identify with such unfamiliar brands.

What is tricky for us is that many potential tourists identify places like Amanzimtoti and Kingsburgh (part of Durban) as the South Coast so when we go to promotional events, we emphasise that our area goes from Scottburgh, the gateway, all the way to Port Edward and inland for about an hour.

This is a large tourism area and given the levels of brand awareness already explained, the best and most effective hook we can present is the South Coast brand. It is easily recognisable, repeatable and presentable.

For those who have a strong affiliation and pride in our South Coast we have produced car stickers that are colourful and eye-catching. Our visitor information centres have a number for the public to have for free as part of our Sunny and Safe Campaign - every ambassador for our brand will be valued and with car stickers to have a good exposure shelf life.

Have a wonderful week in paradise

Join the conversation!

24.com encourages commentary submitted via MyNews24. Contributions of 200 words or more will be considered for publication.

We reserve editorial discretion to decide what will be published.
Read our comments policy for guidelines on contributions.

24.com publishes all comments posted on articles provided that they adhere to our Comments Policy. Should you wish to report a comment for editorial review, please do so by clicking the 'Report Comment' button to the right of each comment.

Comment on this story
0 comments
Comments have been closed for this article.

Inside News24

 
PARTNER CONTENT
INFOGRAPHIC: New thinking required for retirement

Everything we believe about retirement is fast becoming outdated.

PARTNER CONTENT
WATCH: How education can change a life

A university education gives students the chance to create a better future for themselves, their families and to opportunity achieve their dreams.

/News

Book flights

Compare, Book, Fly

Traffic Alerts
Traffic
There are new stories on the homepage. Click here to see them.
 
English
Afrikaans
isiZulu

Hello 

Create Profile

Creating your profile will enable you to submit photos and stories to get published on News24.


Please provide a username for your profile page:

This username must be unique, cannot be edited and will be used in the URL to your profile page across the entire 24.com network.

Settings

Location Settings

News24 allows you to edit the display of certain components based on a location. If you wish to personalise the page based on your preferences, please select a location for each component and click "Submit" in order for the changes to take affect.




Facebook Sign-In

Hi News addict,

Join the News24 Community to be involved in breaking the news.

Log in with Facebook to comment and personalise news, weather and listings.