Marketing the Mother City

Michael Farr, CEO of the Cape Town Partnership, says: "The tourism assets of Cape Town are fairly well known, and are backed by a large amount of visitor research that has been conducted by various tourism organisations."

"However, investment brand assets are more difficult to define, and cannot simply be based on qualitative research. The particular strengths of Cape Town as a major attractor of investment have to be researched properly, and they have to be set against what the best in the world have to offer, comparing like with like.

"Once the information is available it will allow Cape Town to complete its brand positioning using research data that is reliable and factual a critical component of investment marketing."