2-way street to #LoveCapeTown

Cape Town Tourism has taken to social media to market the Mother City.

The growing #LoveCapeTown campaign started as a trial when a group of bloggers was asked to experience Cape Town (through the recommendations of locals) and share the conversation about it on Twitter, Instagram and Facebook by using the hashtag, explains Velma Corcoran, executive marketing manager of Cape Town Tourism.

“The results were quite remarkable; rather than a fly-by-night campaign it has evolved into a long-term means of getting everyone in on the conversation, so it’s not Cape Town Tourism’s campaign anymore, it belongs to locals and visitors too. In 2013, when we monitored the hashtag, there had been an estimated 42m opportunities to see the #LoveCapeTown conversation across Twitter, Facebook and Instagram,” she says.

Recent research has shown that the biggest age group of travellers is between 16 and 34 – also the age group engaging with social media. Around 30% of tourists are uploading images of their travel experiences to Instagram and 56% are updating Face­book while on the move, Corcoran says.

“Social media is considered ‘word of mouth’ marketing, so for the 47% of people who use word of mouth when planning trips, social media shares are boosting those decision-making processes,” she says.

The use of the #LoveCapeTown hashtag on social media allows Cape Town Tourism to track what people are saying and aggregate the content.

“We get to watch in real time as people share their positive experiences in the city. It’s a form of crowd-sourcing miniature reviews and comments about everyone’s experiences. These could be anything from coming face to face with a penguin at Boulders Beach to enjoying a granadilla lollipop on Camps Bay beach. We have noticed that some Cape Town fans have adopted the hashtag and use it frequently in describing their experiences, from romantic sunset dinners to early morning strolls with their dogs,” she says.

There’s another side to the hashtag, however: it can also be used as a means of researching travel to Cape Town.

“Anyone wanting to visit here who wants to know more about what to see or do can investigate on their social media platforms by looking up the hashtag. It’s a much more personalised and intimate way of discovering the city than by checking out a brochure,” Corcoran says.

Another benefit to the hashtag is that tourism-related businesses can use it to spot trends and marketing opportunities, and in turn to make use of these in providing the kinds of offering that visitors will most enjoy, Corcoran explains.

“It’s special to us: locals can use it to find out more about things to see and do in Cape Town, and, with a simple share, they are helping to tell the whole world about what makes the Mother City one of the best places to be on the planet. I’d encourage everyone to have fun with #LoveCapeTown this holiday season – you’ll find out new places to go and things to do and you’ll be contributing to the tourism economy by encouraging others to visit.”


We live in a world where facts and fiction get blurred
In times of uncertainty you need journalism you can trust. For only R75 per month, you have access to a world of in-depth analyses, investigative journalism, top opinions and a range of features. Journalism strengthens democracy. Invest in the future today.
Subscribe to News24
Lockdown For
DAYS
HRS
MINS
Voting Booth
Who do you think is going to win the 2020 US election?
Please select an option Oops! Something went wrong, please try again later.
Results
Biden is going to take it
46% - 7340 votes
It's four more years for Trump
54% - 8460 votes
Vote
ZAR/USD
16.18
(-0.11)
ZAR/GBP
21.11
(+0.32)
ZAR/EUR
19.19
(-0.32)
ZAR/AUD
11.55
(-0.12)
ZAR/JPY
0.15
(-0.13)
Gold
1902.10
(-0.13)
Silver
24.58
(-0.38)
Platinum
903.00
(+2.55)
Brent Crude
42.50
(+1.69)
Palladium
2377.52
(+0.95)
All Share
55339.58
(+0.99)
Top 40
50692.28
(+0.83)
Financial 15
10790.70
(+3.99)
Industrial 25
74905.70
(+1.05)
Resource 10
52561.57
(-0.49)
All JSE data delayed by at least 15 minutes morningstar logo