Executive summary
By including tourism trade expos like the Indaba, a series of expos in selected shopping malls in Cape Town, Johannesburg and Durban and attending high profile tourism events this exhibition marketing campaign will have significant reach into a focused, national tourism market. If you consider that each of the Malls has an established clientele count in excess of 300 000 people on any given weekend; between the malls alone we will reach over a MILLION people! This excludes the additional people that will be attracted as a result of our extensive advertising campaign; each mall is centrally located in its respective province.
To put this in perspective; what is the biggest attendance you have ever enjoyed at any tourism trade show you have attended to date? This campaign guarantees a foot count in the millions - you do the calculations.
Further, this campaign will include a loyalty campaign that will give participating tourism outlets access to the resulting visitor database. This focussed, well defined database that will be available for ongoing marketing and correspondence. Substantial prizes will encourage participation and entry to the competition. These will be promoted in the three malls before, during and after each expo (20 days), entry to the competition will be free – the results will be collated into a unique loyalty campaign.
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