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November 2009 |
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| Quarterly Market Review |
July - September |
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Netherlands |
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  Welcome
Trade channels are crucial to us achieving our mandate of driving long-haul travellers to South Africa. To this end, in Q2, we hosted 3 agency Fam trips to South Africa, and initiated a mega-sales campaign with our national partner, KLM.
An exclusive press lunch, to which the editors of 6 major daily newspapers and trade publications were invited, generated immediate and positive coverage on South Africa from a political, economic and
tourism perspective.
Adopting a qualitative, highly focused approach to the market has proven highly successful for us, and
we will continue to use this method to keep South Africa top of mind.
AnneMarie
Ferns
Country Manager, Netherlands:
South African Tourism
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Activities |
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Trade Fam trip
3 groups of 10 travel trade delegates travelled to KwaZulu-Natal, Western Cape, North West and Limpopo.
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KLM
Our mega sales campaign to promote €599 value for money flights to South Africa realised an increase of 200% over last year.
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WOM website
Our new Word of Mouth website, where Dutch fans of SA can access travel deals and share stories, photos and videos, was promoted extensively to drive more people to the website.
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Press trips
During Q2, we hosted several press groups, and journalists, from different lifestyle magazines and daily newspapers.
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Media and Public Relations |
- July media ROI
In July, our media and advertising returned value of R1,798,113.00. Coverage appeared in
15 print articles and 24 online publications. No press trips took place due to European
summer holidays.
- August media ROI
Our August media and advertising generated R2,510,388.00. We hosted 5 individual
press trips, and 1 group press trip for 8 people. Coverage appeared in 15 print articles
and 17 online publications.
A highlight in August was our 2010-themed media round table session with Ambassador Goossen attended by 6 daily newspapers.
- September media ROI
In September, coverage appeared in 55 print articles and 17 online publications,
totaling media and advertising worth R681,453.00.
No press trips took place due to European summer holidays.
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Upcoming Activities |
| Amandla! Mandela |
Date: September 2009 to March 2010
Venue: 120 theatres throughout the Netherlands |
| We will be promoting and leveraging off this musical about the life
of Nelson Mandela. |
| Ride Of your Life |
Date: End November to Beginning December
Venue: Different areas |
| People, adventure, wildlife and soccer will form the central themes in this TV program about South Africa. |
| Trade training |
Date: October to December
Venue: Different venues throughout The Netherlands |
| Several training sessions with different tour operators and travel agents will take place. |
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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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