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Brand Cape Town presentation for Accelerate Cape Town Member Meeting of 13 May 2011. Presented by Mariette Du-Toit-Helmbold, CEO of Cape Town Tourism.
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A DESTINATION BRAND FOR CAPE TOWN
ACCELERATE CAPE TOWN MAY 2011By Mariette Du Toit-Helmbold
AGENDA
1.Why we need Brand Cape Town2.The goal for Brand Cape Town3.Brand Cape Town process 2001 to 20114.Building the Brand
WHY WE NEED BRAND CAPE TOWN
“With the World Cup having come and gone, we find ourselves in a brand vacuum. It is a dangerous place to be in the light of tough competition, a world still battling through a recession and ever-changing consumer trends.
Cape Town is iconic, complex and multi-faceted. Her incredibly rich offering and diversity is our greatest opportunity as much as it is also our Achilles Heel. We cannot depend upon the next big event to give direction to what Cape Town’s brand position should be.
Although Cape Town is considered as one of the new cities to watch for 2020, we are at a tipping point where we can either sink into insignificance or take our place as Africa’s greatest city and one of the top city destinations in the world to live, work, visit, study and invest in.”
– Mariette Du Toit Helmbold, CEO, Cape Town Tourism
“I’D IMAGINE THAT BEING IN CAPE TOWN OR DURBAN, YOU’D FEEL OUT OF THE LOOP. CAPE TOWN AND DURBAN ARE BASICALLY VILLAGES”
Keith Brebnor, Johannesburg Chamber of Commerce
BRAND CAPE TOWN IS NOT A LOGO When we say brand, we do not refer to a new logo or a clever strap line, we are talking about a stand-out position and values that will resonate strongly with our own citizens and the world, and will be based on tangible and believable evidence that underpins the positioning.
Brand Cape Town should be an inclusive, all-season brand with a strong business, academic, investment and domestic tourism focus alongside a well-capitalised, authentic international leisure offering that goes beyond natural beauty, sea and sand to embrace culture, our urban identity and our knowledge economy.
“Today’s world is an extremely competitive place. Differentiation is key; Cape Town cannot just be the same as everyone else.
We need to create a brand positioning that is recognizable and understandable, and very importantly believable. We must also ensure that we can deliver on the promise of the brand.
Perhaps most importantly, the Cape Town brand must be able to encompass business and study, amongst other things, in addition to simply leisure and beauty, on which we are currently overly reliant (which adds to our significant seasonality problem).
It also must avoid raising the position of one sector and inadvertently killing off another.”
– Guy Lundy, CEO, Accelerate Cape Town
8
EUROPEAN DESTINATION BRANDS
PARISROMANCE
NEW YORKENERGY
LONDONTRADITION
CAPE TOWNBEAUTY?
BEAUTY
IN 2010 WE SHOWED THE WORLD A NEW VIEW OF CAPE TOWN
BEYOND BEAUTY
NOW THAT IT’S OVER, WE STILL HAVE TO COMPETE WITH EVERY OTHER PLACE FOR OUR SHARE OF THE WORLD’S CONSUMERS, TALENT, INVESTMENT, TOURISTS AND ATTENTION
SINCE THE 70s THE BRAND OF NEW YORK CITY HAS BEEN MANAGED TO BRING ECONOMIC AND SOCIAL VALUE TO THE CITY
THERE ARE MANY PEOPLE PASSIONATE ABOUT CREATING A STRONG BRAND FOR CAPE TOWN
THE GOAL FOR BRAND CAPE TOWN:
- A COORDINATING IDEA- BACKED BY KEY PARTIES
THAT POSITIONS CAPE TOWN AS:
- ONE OF THE TOP WORLD CITIES TO LIVE, WORK, INVEST, LEARN AND VISIT
IN ORDER TO:
-DRIVE INCLUSIVE ECONOMIC GROWTH AND SOCIAL TRANSFORMATION IN CAPE TOWN
BRAND PROCESS
2001 to 2008 – Around R6 million has been invested in various brand initiatives to date; JMI (regional marketing strategy), Accelerate Cape Town (business brand) and Cape Town Tourism (destination brand). No consolidated brand positioning for Cape Town agreed but excellent foundations laid.
October 2009 – Cape Town Tourism mandated by City of Cape Town to take the brand process further, following a high-level Brand Think Tank attended by key public and private sector stakeholders including business, tourism and the creative industries.
September 2010 – Cape Town Tourism appoints brand strategists Coley Porter Bell and Ogilvy to consolidate previous brand development work and facilitate the process of reaching agreement on a final brand positioning through stakeholder consultation.
BRAND PROCESSOctober 2010 – Brand workshop with Cape Town stakeholders from all sectors to arrive at a limited number of potential brand positioning ideas. Three possible positioning ideas considered and tested.
January 2011 – Process of stakeholder engagement undertaken to test the proposed brand positioning and its relevance to all sectors.
February to March 2011 – Tourism industry stakeholders unanimously support proposed positioning at Cape Town Tourism industry engagement session. Proposed brand positioning presented to City of Cape Town Portfolio Committee and unanimously supported.
April 2011 to June 2011 – Ongoing stakeholder engagement with business, academia, medical sector, creative industries and partner agencies. Brand rollout commences through stakeholder alignment with brand positioning messages.
Continued housing deficit of 410,000 units
South Africa’s most expensive residential properties
A TALE OF TWO CITIES
WEAK BUSINESS BRAND
Cape Town Rio de Janeiro
Melbourne
Buenos Aires
INTERNATIONAL LEISURE DESTINATION BIAS
SEASONALITY DUE TOLEISURE TOURISM BIAS
WEAK IN THE DOMESTIC MARKET
GLOBAL RANK
Source: Times Higher Education QS World University Rankings
UNTAPPED ACADEMIC BRAND
UCT the highest ranked African university in the Times Higher Education rankings. UCT’s Graduate School of Business rated the best value-for-money MBA in the Financial Times (FT) of London's Global MBA Top 100 Ranking.
A TOP DESTINATION TO…
VISITVISIT LIVELEARNLIVE
LEARNWORK INVESTWORK INVEST
MAINTAIN & BUILD
CONVERT TO OUR ADVANTAGE
REVERSE STATUS
STRENGTH NEUTRAL THREATENED
BEAUTY ALONE CANNOT ADDRESS THESE ISSUES
TARGET AUDIENCEWhat key Target Market needs does Brand Cape Town satisfy?
ORGANIZING IDEAWhat is the single-minded organizing idea for Brand Cape Town?
BRAND PILLARSWhat are the key pillars that should always underpin Brand Cape Town?
COMPETITIVE SETWhat makes Cape Town different and competitive versus other cities?
MACRO TRENDSWhat are the key macro trends that Brand Cape Town should leverage?
STEP ONEMACRO TRENDS
What are the key macro trends that Brand Cape Town should leverage?
STEP 1
GLOBAL URBANISATION
GLOBAL ECONOMIC CRISIS
QUALITY OF LIFE AND PLACE
THE INTANGIBLE
AUTHENTICITY
RESPONSIBLE LIVING
ACCOUNTABILITY SIMPLICITY – BACK 2 BASICS
CREATIVITY
TECHNOLOGY
THE WEB
EASIER, FASTER, BETTERCONSUMER (“ME”)
AFFINITY ENVIRONMENT & CLIMATE
ESCAPISM
DISCOVERY
MACRO TRENDS
FOOD SECURITY
• Authenticity• Value• Sustainability• Escapism• Individualism
• Knowledge Economy
• Internet-Tech• BRIC/South-South
Trade & Africa Trade
CONSUMER TRENDS ECONOMIC TRENDS
STEP TWO
COMPETITIVE SETWhat makes Cape Town different and competitive
versus other cities?
CAPE TOWN IS NOT AN ESTABLISHED DESTINATION BRAND LIKE NEW
YORK, PARIS OR LONDON
CAPE TOWN IS A CHALLENGER BRAND
CHALLENGER BRANDSCape Town is not comparable with traditional city brands like London and Paris. We are one of the emerging players, like Melbourne, Rio de Janeiro and Barcelona – cities that present possibility, INSPIRATION, freedom, freshness, transformation and a vision for the future routed in an interesting and imperfect past.
Challenger brands harness the power of:• Authenticity • Locals first • Emotional pull • Storytelling (Word of Mouse) As people search for authenticity and meaningful experiences, the web and social media have made it possible for challenger destinations like Cape Town to compete head on with established destinations.
OUR URBAN ADVANTAGE:
INVESTMENT INTO THE CBD MEANS WE NOW HAVE A
FUNCTIONING, INDUSTRIOUS AND VIBRANT CITY CENTRE THAT MOST FEEL SAFE IN
CAPE TOWN IS INVESTING IN MAKING IT EASIER TO GET AROUND THE CITY WITH A NEW PUBLIC TRANSPORT
SYSTEM THAT AIMS TO HELP RECONNECT THE CITY
LONGER TERM
OUR BUSINESS ADVANTAGE:
REGIONAL ECONOMIC GROWTH DRIVEN BY TOURISM, FINANCE, INFRASTRUCTURE, FOOD & WINE, LOGISTICS &
CREATIVE INDUSTRIES
GEM* SCORED CAPE TOWN’S ENTREPRENEURIAL ACTIVITY SIGNFICANTLY HIGHER THAN SOUTH AFRICA’S NATIONAL AVERAGE & CT COMES 14TH
OUT OF 34 COUNTRIES SURVEYED
*Source: Global Entrepreneurship Monitor 2008
OUR LOCATION ADVANTAGE:
HISTORICALY (WITH THE AMBITION TO REMAIN) AN
IMPORTANT TRADING POST AND GATEWAY TO AFRICA FOR PEOPLE AND FREIGHT
ONLY RIO CAN COMPETE WITH THE SPECTACULAR
BACKDROP OF TABLE MOUNTAIN
OUR CULTURAL ADVANTAGE:
UNIQUE HISTORY, FAMOUS STORIES AND RICH
COMBINATION OF AFRICAN, EUROPEAN AND IMMIGRANT
CULTURES
WE ARE A COSMOPOLITAN ENTRY INTO THE REST OF AFRICA / SOUTH AFRICA
OUR GREEN ADVANTAGE:
UNIQUE BIO-DIVERSITY: THE SMALLEST AND RICHEST
FLORAL KINGDOM PER AREA UNIQUE IN THE WORLD AND ‘BIG FIVE’ OF MARINE LIFE
A CITY SURROUNDED BY A NATIONAL PARK, WITH
NATURE ON YOUR DOORSTEP+ LEADING THINKING ON
ISSUES OF SUSTAINABILITY AND THE LOW-CARBON
ECONOMY
OUR LIFESTYLE ADVANTAGE:
DESPITE THE STRONG RAND CAPE TOWN
REMAINS, FOR THE MOST PART, A GOOD VALUE
DESTINATION
CAPE TOWN PROVIDES ACCESS TO A WIDE RANGE OF DIVERSE ACTIVITIES &
ENVIRONMENTS+ EXCELLENT EDUCATION
AND HEALTHCARE FACILITIES
+ FOCUS ON LIVEABILITY
STEP THREE
TARGET AUDIENCEWhat key Target Market needs does Brand Cape
Town satisfy?
CITIZENSRESIDENTS, MEDIA, PARTNERS
LEISURENATIONAL
INTERNATIONALUK, GER, DU
INDIA, CHINA, AFRICA, AUS, BRAZIL
BUSINESSLOCAL & INTERNATIONAL
BRAND
INTERNATIONAL LEISUREKEY NEED: SAFE, BEAUTIFUL, AUTHENTIC &
CONTRASTING EXPERIENCES THAT ENHANCE THEM AS INDIVIDUASL. SOCIABLE, WANT TO GET INVOLVED IN
LOCAL CULTURE / EVENTS
DOMESTIC LEISUREKEY NEED: TO FEEL WELCOME, INCLUDED AND CATERED FOR, WANT A COMBINATION OF CITY VIBE, ASPIRATIONAL
CULTURE, NATURE & VALUE FOR MONEY
BUSINESS TOURISMKEY NEED: BUSINESS + WANT TO BALANCE BUSINESS AND PLEASURE. WANT HIGH QUALITY GOOD VALUE
ACCOMODATION AND FACILITIES.
CITIZENSKEY NEED: TO SHARE IN THE REGION’S ECONOMIC
GROWTH. TO FEEL CONNECTED TO EACH OTHER AND FEEL THEIR OWN VIBRANCY, TO FEEL SAFE, ACCESS
NATURE
LOCAL BUSINESSKEY NEEDS: STABLE SUPPORTIVE GOVERNMENT, LESS
RED TAPE, ACCESS TO SKILLED, EDUCATED WORKERS, STRONG CONSUMER SPENDING, INNOVATIVE &
CREATIVE ENVIRONMENT
SAFE & WELCOME
AUTHENTIC & VIBRANT
GREEN & BEAUTIFUL
EDUCATED & SKILLED
CREATIVITY & CULTURE
KEY NEEDS
VALUE & QUALITY
STUDENTSKEY NEED: HIGH QUALITY, AFFORDABLE EDUCATION, DEGREE RECOGNISED INTERNATIONALLY. WANT RICH &
VIBRANT LIFESTYLE THAT ALLOWS THEM TO REACH FULL POTENTIAL
STEP FOUR
BRAND PILLARSWhat are the key pillars that should
alwaysunderpin Brand Cape Town?
2030 VISION – Africa’s Global City
Iconic & Emulated
Global African Gateway
Educated & Trained
Welcoming & Caring
Green & Beautiful
Safe & Efficient
Connected & Vibrant
Creative & Cultural
CREATIVIT
Y
CREATIVIT
Y
MOUNTAIN
MOUNTAIN
PEOPLE
PEOPLE
ROBBEN ISLAND
ROBBEN ISLAND
COLOUR
COLOUR
NATURE /
ENVIRONMENT
NATURE /
ENVIRONMENT
BRAND CTBRAND CT
ICONIC ELEMENTS
RESULTING SPIRIT OF THE DESTINATION
Our HOW
, Atti
tude
Our HOW
, Atti
tude
Strength
, solid
ity,
confidence
Strength
, solid
ity,
confidence
Charact
er, st
yle,
cultu
re,
uniqueness
Charact
er, st
yle,
cultu
re,
uniqueness
Freedom
, hope,
history
, our
storie
sFre
edom, h
ope,
history
, our
storie
sFla
re, v
ibra
ncy,
FUSION,
express
ion
Flare
, vib
rancy
,
FUSION,
express
ion Purit
y,
authentic
ity,
resp
onsibili
ty,
beautyPurit
y,
authentic
ity,
resp
onsibili
ty,
beauty
CREATIVIT
Y & IN
NOVATION
CREATIVIT
Y & IN
NOVATION
MOUNTAIN
MOUNTAIN
PEOPLE
PEOPLE
ROBBEN ISLAND
ROBBEN ISLAND
COLOUR
COLOUR
NATURE /
ENVIRONMENT
NATURE /
ENVIRONMENT
FOOD & W
INE
FOOD & W
INE
SPORTS & E
VENTS
SPORTS & E
VENTS
HIGH Q
UALITY E
DUCATION &
SKILLS LE
VELS
HIGH Q
UALITY E
DUCATION &
SKILLS LE
VELS
COASTAL CIT
Y
COASTAL CIT
Y
Pilla
rs
WEALT
H OF C
ONTRASTING
LEIS
URE ACTIV
ITIE
S
WEALT
H OF C
ONTRASTING
LEIS
URE ACTIV
ITIE
S
GATEWAY/H
UB/PORT
GATEWAY/H
UB/PORT
Cultural Diversity + CBD’s Vibe
Hubs of Innovation, Creativity,
Enterprise & Government
Table Mountain Range and
Cape of Good Hope
Robben Island + Heritage Stories
Food & Wine
Higher Education
& Skills Training
Colour & Light
Diverse Leisure
Activities
Sports & MICE
Pilla
rs
Bio-Diversity & Coast
Com
petiti
ve A
dvan
tage
sM
acro
Tre
nds
OUR LOCATION ADVANTAGE
OUR CULTURAL ADVANTAGE OUR GREEN ADVANTAGE
OUR LIFESTYLE ADVANTAGE
OUR URBAN ADVANTAGE
OUR BUSINESS ADVANTAGE
AUTHENTIC VALUE SUSTAINABILITY
KNOWLEDGE ECONOMY INTERNET-TECH SOUTH SOUTH TRADE
ESCAPISM INDIVIDUALITY
EDUCATED & SKILLED CREATIVITY & CULTURE GREEN & BEAUTIFUL
Au
die
nce
Need
s VALUE & QUALITY SAFE & WELCOME AUTHENTICITY & VIBRANCY
Pilla
rs
Cultural Diversity + CBD’s Vibe
Hubs of Innovation, Creativity,
Enterprise & Government
Table Mountain Range and
Cape of Good Hope
Robben Island + Heritage Stories
Food & Wine
Higher Education
& Skills Training
Colour & Light
Diverse Leisure
Activities
Sports & MICE
Pilla
rs
Bio-Diversity & Coast
STEP FIVE
ORGANIZING IDEA
What is the single-minded organizing idea for Brand Cape Town?
3 ORGANIZING IDEAS FOR BRAND CAPE TOWN WHERE EXPLORED:
FreedomHope & OpportunityInspiration
Org
an
izin
g Id
ea
FREEDOM
Free To Be A city that gives you the space to breathe, the chance
to explore, the time to think or indulge and the opportunities to prosper
Org
aniz
ing
Idea
HOPE & OPPORTUNITY
Cape Town CanA city of hope and opportunity, that encourages you to
think bigger thoughts, do bigger things, live bigger lives, have bigger experiences
PARISROMANCE
NEW YORK
ENERGY
LONDONTRADITIO
N
CAPE TOWN
INSPIRATION
Org
aniz
ing
Idea
INSPIRATION
Cape Town: Be InspiredGlobal African Gateway. A unique combination of
environments, cultures, businesses and people provide fresh perspectives, new experiences and an innovative outlook
OUR LOCATION ADVANTAGE
OUR CULTURAL ADVANTAGE OUR GREEN ADVANTAGE
OUR LIFESTYLE ADVANTAGE
OUR URBAN ADVANTAGE
OUR BUSINESS ADVANTAGE
AUTHENTIC VALUE SUSTAINABILITY
KNOWLEDGE ECONOMY INTERNET-TECH SOUTH SOUTH TRADE
ESCAPISM INDIVIDUALITY
EDUCATED & SKILLED CREATIVITY & CULTURE GREEN & BEAUTIFUL A
ud
ien
ce N
eed
s VALUE & QUALITY
Org
aniz
ing
Idea
SAFE & WELCOME AUTHENTICITY & VIBRANCY
Com
petiti
ve A
dvan
tage
sM
acro
Tre
nds
Pilla
rs
Cultural Diversity + CBD’s Vibe
Hubs of Innovation, Creativity,
Enterprise & Government
Table MountainRange and
Cape of Good Hope
Robben Island + Heritage Stories
Food & Wine
Higher Education
& Skills Training
Colour & Light
Diverse Leisure
Activities
Sports & MICE
Pilla
rs
Bio-Diversity & Coast
INSPIRATION
Cape Town: Be InspiredGlobal African Gateway. A unique combination of
environments, cultures, businesses and people provide fresh perspectives, new experiences and an innovative outlook
FINDING THE EVIDENCE
Telling the stories – creating the content
STREET ARTIST FAITH47
ADVERTISING 2011
FASHION DESIGNER CRAIG NATIVE
One of the winning design for the 2010 “Re-Imaging Cape Town” Competition
ROAD MAP 2011
Gain stakeholder support and alignment
for approach
Gain stakeholder support and alignment
for approach
Stakeholders to explore relevant opportunities
& incorporate Brand CT into 2011 marketing
plans
Stakeholders to explore relevant opportunities
& incorporate Brand CT into 2011 marketing
plans
Develop brand guidelines and basic toolkit that can
be used by all parties
Develop brand guidelines and basic toolkit that can
be used by all parties
Adapt and introduce brand CT across relevant collateral and campaigns
Adapt and introduce brand CT across relevant collateral and campaigns
Track and measure success
Track and measure success
Define and establish appropriate
mechanisms for measuring success
Define and establish appropriate
mechanisms for measuring success
Finalize & implement destination score cardFinalize & implement destination score card
Define Brand’s key strategic objectives, key touch points and outline
opportunities for stakeholders
Define Brand’s key strategic objectives, key touch points and outline
opportunities for stakeholders
CTT Track and measure success against Score Card
Track and measure success against Score Card
Facilitate and provide co-ordination support for
partnership
Facilitate and provide co-ordination support for
partnership
Cape Town Tourism to adopt this positioning as the destination brand for
Cape Town
Cape Town Tourism to adopt this positioning as the destination brand for
Cape Town
Refine & select verbal and visual positioning for Brand Cape Town
Refine & select verbal and visual positioning for Brand Cape Town
2011 marketing plan activities establishes new
destination brand positioning
2011 marketing plan activities establishes new
destination brand positioning
BRANDCT
Ensure alignment of CTT Objectives with those of
Brand Cape
Ensure alignment of CTT Objectives with those of
Brand Cape
Create ‘Partnership of the Willing’ to drive adoption
of the brand & get necessary funding
Create ‘Partnership of the Willing’ to drive adoption
of the brand & get necessary funding
Integrate into CT Economic Dev Strategy, Competitive Study and
EDA Process
Integrate into CT Economic Dev Strategy, Competitive Study and
EDA Process
GET INVOLVED
1.What are the proof points in your business or industry that show we can live up to the brand promise – City of inspired and innovative business?
2.We need images that reflect Cape Town’s business innovation and inspiration. 3. What’s missing in Cape Town – what do we need to work on/build in order to deliver on the business brand?
Share this with us…
THANK YOU
