Eastern Cape Parks and Tourism Agency Kim Viljoern Department of Business Manage

Question

Eastern Cape Parks and Tourism Agency Kim Viljoern Department of Business Management University of Fort Hare Keywords communications strategy, cooperative marketing, joint marketing agreements, marketing plan, marketing strategy, through-the-line advertising, tourism Overview In previous editions of this textbook, this case study focused primarily on the marketing strategies adopted by the Eastern Cape Tourism Board. In July 2010, a new body The Eastern Cape Parks and Tourism Agency (ECPTA) was formed to market the Eastern Cape as a destination. This case study represents an authentic, strategic marketing and communications plan for the ECPTA for April 2013 through to March 2016. The plan, like any good marketing plan, focuses broadly on key theoretical aspects such as problems, goals, deliverables, research, and an action plan.

Explanation / Answer

1.The marketing activites suggested are Joint Marketing Representative with countries like US, UK , Europe and New Zealand,Emarketing through the intranet website,Tourism Offices- four offices in the eastern cape,Event Marketing; Business Tourism,Trade Show And Exhibition.These activities do not seem to be enough for promotion and the focus should be on advertising on international newspapers in different countries which may be sources for international tourists.Proper signage and destination routes should be put such that their is no problem for the tourist.

2.The emarketing strategy can be enhanced by promtiong the event on social media like facebook and twitter and through google ads across the countries like US, UK and Europe. Strategic tieup with tourism websites also.

3. since we are looking to target international tourist the focus should be on internet marketing and above the live advertising on the prominent media platforms of potential tourist countries and Below the line advertising with Airlines and can be a part of trade shows & exhibitions held in UK,US and other countries.

4 The various marketing metrics can

a) Number of Visitors

b) Number of visitors through proposed media

c) Average transaction value

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