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Marketing increases town's tourism profile
Mossel Bay's aggressive and pro-active marketing strategy this year has quickly and effectively raised the town's profile. “Mossel Bay has recently been named the Kaap-Rapport Swartland Wine Cellars Town of the Year, and this is an indication of the growth and success which the town has enjoyed over the last few years,” said Mossel Bay Tourism Board chairman Louis Cook, who is also chairman of the Mossel Bay Accommodation Association.
“We have spent much of the last year working on producing appropriate marketing collateral which is user-friendly and which clearly conveys our message that there's so much to do in Mossel Bay,” said the board's marketing director, Louis Harris.
”Redevelopment of website”
“We began with the redevelopment of our web site, www.visitmosselbay.co.za. This included building the entire site in English and Afrikaans with pages in Spanish, Dutch, French and German and, in what we believe is a first for any destination marketing organisation in South Africa, in Xhosa, too.
“This is significant because we believe that tourism should embrace all the people of South Africa and we want it known that Mossel Bay welcomes everyone.”
Material which the company has published during the last year include a “Things to Do in Mossel Bay” brochure, a leaflet about the Outeniqua Choo Tjoe (which now runs daily between George and Mossel Bay), a German language guide and an information brochure which, said Harris, “includes the names and addresses of everyone who would be of use to the visitor.
“Targeted advertising campaign”
“We've also embarked on a targeted advertising campaign and we regularly attend various workshops, conferences and exhibitions for consumers and the travel trade. These include the annual Indaba, the Outdoor Shows and, most recently, the World Travel Market in London.
“Tour operators are showing huge interest in Mossel Bay as a destination – partly because of our increased marketing – and local hotels are showing excellent and increased forward bookings for the coming year.
“In spite of the prevailing economic conditions and although we did not see huge growth in bed nights sold in 2007, Mossel Bay maintained a marginally better position over 2006,” he said.
“We're confident that this coming summer season will be the start of a great 2008 for the town.”
