23 May 2005
Homegrown in the Cape Winelands, a campaign to boost tourism in the wine-producing region, aims to get visitors to stay longer and spend more by involving local communities and real-life tourism ambassadors.
Launched on 2 May, the campaign will unite the region’s tourism sector in a common marketing initiative, allowing them to offer their unique attractions while still being part of an exciting regional identity.
The Cape Winelands district municipality aims to capitalise on both the region’s proximity to Cape Town and its own identity and attractiveness.
The campaign showcases thousands of things to do in the region – before you even taste a drop of wine.
“The idea is to encourage visitors, both domestic and international, to experience the diversity of regional products by emphasising their local content, sense of place, culture and traditions,” says Clarence Johnson, executive mayor of the Cape Winelands municipality.
“The campaign is contemporary, absorbing, distinctive, encompassing of diversity, inspirational and supportive of all things local and lekker.”
The campaign will promote the region under six broad themes: indulgence of body and soul; food and wine taste sensations; adrenalin adventures; celebrating democracy and the freedom of our people; a journey into history and culture; and freshest local produce.
The themes are to be promoted using real-life ambassadors for the region, people chosen by the different tourism bureaus to extol the lekker attractions of the Winelands.
“In this way we have real endorsements and credibility, with a strong human element,” says Johnson. The idea is to build up a group of people who will take part in advertising campaigns.
One of these is Piet “Potjie” le Roux (33), who runs adventure races from his home base in Rawsonville. Equally at home in a kayak on the Breede River or hanging from a rope on a cliff face, Piet lives his philosophy of “heeltyd speeltyd (playtime all the time)”. Piet is an ambassador for the adrenaline adventure theme.
The Homegrown campaign will link to the Proudly South African and SA Tourism’s Sho’t Left initiatives, and the domestic marketing efforts of Cape Town Routes Unlimited.
“The campaign will also address black economic empowerment by encouraging partnerships between emerging and mainstream tourism businesses,” says Johnson.
Thompsons Tours will partner the campaign with suitable packages of two-, four- and seven-night fly-drives, as well as two- and five-night self-drives. They will also supply all products that provide campaign special offers.
Homegrown in the Cape Winelands special offers will include:
- Up to 50% off standard rates or three nights for the price of two for guest-house, B&B, self-catering and farm-stay accommodation.
- Complimentary desserts and wine when dining in the Winelands.
- Mountain biking, horse trails, quad biking, boulder hopping, rafting, abseiling and trout fishing value-for-money adrenaline experiences.
- Therapies, spas and mineral springs for an indulgence of body and soul.
- Listening to the stories of the people of the Cape Winelands, meeting some of the quirkiest characters and seeing the Cape Winelands through curious eyes.
For further information on Homegrown in the Cape Winelands, visit the Cape Winelands website or contact the Homegrown Hotline on 0860 946352.