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November 2009 |
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| Quarterly Market Review |
July - September |
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Italy |
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  Welcome
During Q2, we have focused on our viral marketing activities for trade, and consumer, with encouraging results, as our online fan base grows.
On the consumer side, we have concentrated on South Africa as a honeymoon destination promoting exclusive bridal supplements in print and online.
From an Italian arrivals perspective there is good news. From January to July 2009, we registered a +0.7% increase.
May (+22.8%), June (+14.8%) and July (+10.7%) were especially positive, and we expect good numbers for the coming months, as per our trade feedback.
For the next quarter, our focus will be on trade, starting with the ‘Sudafrica Workshop’ for travel agents attending the TTG INCONTRI fair, as well as media hostings and PR actions in-country.
Lance Littlefield
Country Manager: Italy,
South African Tourism
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Activities |
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Vogue Sposa
A 16-page supplement showcasing South Africa as the perfect honeymoon destination, appeared in the September issue of Condé Nast Vogue Sposa magazine
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Facebook and viral activities
Our ‘Sudafrica fai da te’ fan page for consumers on Facebook has 620 fans, and our South African Tourism Italy trade fan page has 355 fans.
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iosposa.it
SAT Italy promoted South Africa as a honeymoon destination on the iosposa bridal website.
Four themed sections featured photos, destination and planning information and links to relevant partner products and suppliers.
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Media and Public Relations |
Media hosting in Q2 focused on wine and cuisine, wildlife and marine life, design and architecture.
- Press coverage
From July to September a total of 126 articles, including radio, TV and online coverage, generated by SAT Italy equalled €1,625,750,00.
- TTG Italia promotional pages
From 13 July to 5 October, 7 promotional pages appeared in the travel trade gazette TTG Italia, and the TTG online newsletter, to promote the ‘Sudafrica Workshop’ taking place in Rimini, to coincide with the TTG INCONTRI travel fair, from 16 to 18 October 2009.
- Press trips
In July, Viaggi Repubblica, a weekly travel supplement of La Repubblica newspaper, and Civiltà del bere, a monthly food and wine magazine, toured South Africa. They attended the Stellenbosch Wine Festival and visited GoodCooks properties in the Eastern Cape.
During September, 2 freelance journalists from monthly travel magazines Qui Touring and Itinerari e Luoghi, experienced South African wildlife. They attended the Hermanus Whale festival, shark cage-diving, and went on safari in the Addo Elephant National Park.
Also in September, Ville e Casali, a monthly interior design publication, and viaggi24.ilsole24ore.com the travel section of Il Sole 24 Ore website, discovered unique aspects of South African design and architecture in Johannesburg, Durban and the Drakensberg.
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Upcoming Activities |
| Sudafrica Workshop |
Date: November 2009 onwards
Venue: Rimini (Italy) |
A unique 3-day educational event for Italian travel agents. The workshops will have a strong experiential component. Participants will be introduced to different aspects of South Africa through video training sessions, one-on-one product workshops, cooking demonstrations, wine tasting, massages etc. |
| Honeymoon press trip |
Date: December 2009
Venue: Cape Town, Garden Route and Madikwe Game Reserve |
Italian media from Viaggi Nozze, a honeymoon magazine, and Donna Moderna, a weekly women’s magazine, will experience honeymoon destination highlights in South Africa. |
Meridiani press trip
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Date: November 2009
Venue: South Africa |
The purpose of the press tour will be to gather information pertaining to, and photographic evidence of, South Africa’s readiness to host the FIFA World Cup 2010.
One issue of Meridiani, scheduled for publication in early 2010, will be dedicated solely to South Africa and the World Cup. |
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| CONTACT |
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| For queries please contact South African Tourism’s Product department on product@southafrica.net. |
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