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.

2. AGENDA
1.Why we need Brand Cape Town
2.The goal for Brand Cape Town
3.Brand Cape Town process 2001 to 2011
4.Building the Brand

4. “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

6. 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.

7. “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. 8

9. PARIS NEW YORK
ROMANCE ENERGY
LONDON CAPE TOWN
TRADITION BEAUTY?

10. BEAUTY

11. BEYOND BEAUTY
IN 2010 WE SHOWED THE WORLD
A NEW VIEW OF CAPE TOWN

16. 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.

17. BRAND PROCESS
October 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.

18. A TALE OF TWO CITIES
South Africa’s most
expensive residential
properties
Continued
housing deficit of
410,000 units

19. WEAK BUSINESS BRAND

20. INTERNATIONAL LEISURE DESTINATION BIAS

21. SEASONALITY DUE TO
LEISURE TOURISM BIAS

22. WEAK IN THE DOMESTIC MARKET

23. UNTAPPED ACADEMIC BRAND
GLOBAL RANK
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.
Source: Times Higher Education QS World University Rankings

28. • •
• •
• •
•
•

32. CHALLENGER BRANDS
Cape 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.

33. *Source: Global Entrepreneurship Monitor 2008

37. BRAND

40. 2030 VISION – Africa’s Global City
Iconic & Emulated
Global African Gateway
Creative & Cultural Green & Beautiful
Connected & Vibrant Welcoming & Caring
Safe & Efficient Educated & Trained

41. BRAND CT
ICONIC ELEMENTS
RESULTING SPIRIT OF THE DESTINATION

42. Hubs of Higher Colour & Diverse
Robben Cultural Food & Table Bio-Diversity Sports &
Innovation, Education Light Leisure
Mountain MICE
Pillars
Island + Diversity + Wine & Coast Creativity,
Pillars
Range and & Skills Activities
Heritage CBD’s Vibe Enterprise &
Cape of Training
Stories Government
Good Hope

43. Table Hubs of Higher Colour & Diverse
Robben Cultural Food & Bio-Diversity Sports &
Mountain Innovation, Education Light Leisure MICE
Pillars
Island + Diversity + Wine Range and & Coast
Pillars
Creativity, & Skills Activities
Heritage CBD’s Vibe Cape of Enterprise & Training
Stories Good Hope Government
OUR CULTURAL ADVANTAGE OUR GREEN ADVANTAGE OUR URBAN ADVANTAGE
Competitive Advantages
OUR LOCATION ADVANTAGE OUR LIFESTYLE ADVANTAGE OUR BUSINESS ADVANTAGE
ESCAPISM INDIVIDUALITY
Macro Trends
AUTHENTIC VALUE SUSTAINABILITY
KNOWLEDGE ECONOMY INTERNET-TECH SOUTH SOUTH TRADE

47. Organizing Idea

49. Organizing Idea
INSPIRATION

50. INSPIRATION
Organizing Idea
Table Hubs of Higher Colour & Diverse Sports &
Robben Cultural Food & Bio-Diversity
Mountain Innovation, Education Light Leisure MICE
Pillars
Island + Diversity + Wine & Coast
Pillars
Range and Creativity, & Skills Activities
Heritage CBD’s Vibe
Cape of Enterprise & Training
Stories
Good Hope Government
Competitive Advantages
Macro Trends

105. STREET ARTIST FAITH47

113. ADVERTISING 2011

117. FASHION DESIGNER CRAIG NATIVE

124. One of the winning design for the 2010 “Re-Imaging Cape Town” Competi

128. Stakeholders
Define Brand’s to explore
Create
Gain Refine & Integrate into key strategic Define and relevant Develop brand
‘Partnership of
stakeholder select verbal CT Economic objectives, key establish opportunities guidelines and
BRAND support and
alignment
and visual
positioning
Dev Strategy,
Competitive
the Willing’ to
drive adoption
of the brand &
touch points
and outline
appropriate
mechanisms
&
incorporate
basic toolkit
that can be
Track and
measure
success
for for Brand Study and opportunities for measuring Brand CT into used by all
CT approach Cape Town EDA Process
get necessary
funding
for
stakeholders
success 2011
marketing
parties
plans
Cape Town 2011 marketing
Adapt and
Facilitate and Tourism to Ensure plan activities
Finalize & introduce Track and
provide co- adopt this alignment of establishes
CTT ordination
support for
positioning as
the destination
CTT Objectives
with those of
implement
destination
score card
new
destination
brand CT
across relevant
collateral and
measure
success against
Score Card
partnership brand for Cape Brand Cape brand
campaigns
Town positioning

129. 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?

130. THANK YOU