Wine tourism marketing initiative for Stellenbosch

21 Jan 2014

The Stellenbosch Wine Routes has launched a wine tourism marketing initiative for 2014 - the Stellenbosch Wine Experience - in collaboration with Stellenbosch 360. The initiative, which covers the greater Stellenbosch region and the Stellenbosch Wine Routes, aims to position the area as the leading wine tourism destination in Africa and amongst the top in the world.

The programme and campaign kicks off at the Stellenbosch Wine Festival on 24 January 2014 with the launch of a new interactive wine tourism focused mini-website and blog called StellenBlog. The region and participating marketing partners will then be represented at ITB, Berlin in March for the international launch of the Stellenbosch Wine Experience to the world's top travel trade and media followed by the Tourism Indaba in May.

"It is one of the most significant landmarks of the Cape and, though it has a well established tourism and wine legacy, there is a great need for closer partnership between the wine and tourism industries, supported by a dynamic marketing programme and campaign," says Ken Forrester, chairman of the Stellenbosch Wine Routes.

Mariette du Toit-Helmbold, founder of Destinate, a specialised destination and marketing agency, is spearheading the initiative. "The potential of wine tourism in South Africa is significant but a far greater and more aligned effort should be made on a local, regional, national and international level to promote wine tourism. This will hold great benefit for both the tourism and wine sectors and add to South Africa's overall appeal as a destination."

Although the initiative will benefit the region and the wine and tourism sectors at large, a limited number of wine and tourism-marketing partners are being identified as marketing partners to ensure direct involvement by the private sector.

"Stellenbosch 360 is committed to working with Stellenbosch Wine Routes and the wine and tourism sectors to position Stellenbosch as one of the top wine tourism regions in the world," adds Annemarie Ferns, CEO of Stellenbosch 360.

"The campaign will not only grow the wine tourism sector but will also benefit the region at large. We will be able to make a much bigger impact through this joint venture using our limited resources available for destination marketing more effectively."

Campaign elements

Other campaign elements include a themed annual communication plan to enhance the regional offering and events, an enhanced digital presence across all social media networks and an innovative wine tourism blogger campaign with top international and national travel, lifestyle and food bloggers between April and September.

Growing domestic tourism and improving visitor numbers over winter are important objectives. Domestic travellers, families and wine lovers from South Africa, in particular Gauteng, will be targeted with an appealing events calendar and complementing wine tourism packages.

"More visitors to our wineries want to engage in wine tourism activities at or near the site where the wine is produced. Visitors typically learn the history of the winery, see how the wine is made and then taste the wines; often complemented by a fine meal in one of our award-winning restaurants. More wineries now offer accommodation, meeting facilities and activities. Wine remains the 'hero', but a lot of focus is placed on the experiences that complement the wine and provide wineries and establishments with additional sources of income," explains Annareth Bolton, CEO of the Stellenbosch Wine Routes.

For more information, contact Mariette du Toit-Helmbold at az.oc.etuoreniw@ecneirepxe.