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“We Are Open” domestic tourism campaign launched

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Today (27 August 2020), the Western Cape government, together with Wesgro, launched the “We Are Open” domestic tourism campaign to urge South Africans to take advantage and explore the beauty and diversity of the many affordable and world-class attractions that Cape Town and the Western Cape has to offer.

With the move to Alert Level 2, and the easing on inter-provincial restrictions, Cape Town and the Western Cape is now open as a tourism destination for South Africans.

Officially launching the “We Are Open” campaign during the Premier’s weekly digicon, Minister of Finance and Economic Opportunities, David Maynier announced, “We were ready to open safely, we were ready to start doing business again, and we were ready to start rebuilding our economy in the Western Cape. The “We Are Open” campaign builds on our efforts to support the tourism industry during the Covid-19 crisis, and importantly is also one of the first of our immediate action steps towards economic recovery in the Western Cape.”

The “We Are Open” campaign follows on the “One Day” campaign, a collaboration between Wesgro, the Western Cape Government and the City of Cape Town, that was launched during lockdown to support the tourism industry in the Western Cape and also remind people that one day Cape Town and the Western Cape will again be open for them to explore and experience.

For those living in South Africa, that day is now here, and our most beautiful regions in the Western Cape – the Cape West Coast, Cape Overberg, Cape Town, Cape Winelands, Garden Route and Klein Karoo and Cape Karoo – are open to explore, safely.

Outlining the detailed campaign plan, Wesgro CEO, Tim Harris, said that, “many people’s international holidays were cancelled due to the lockdown. But the Western Cape is full of experiences that match some of the world’s favourite destinations and we want to show people just how diverse and world-class it truly is. And so, this digital campaign will highlight the world-class locations of the Cape Town and the Western Cape where you will feel like you could be anywhere in the world.”

Going live on 31 August 2020, the “We Are Open” campaign will target travellers across the country, particularly in Gauteng, Kwa-Zulu Natal and the Western Cape, who are looking for world-class and affordable travel options in South Africa, directing them to a curated list of experiences on the Discover Western Cape website at wesgro.co.za/travel/home

By building awareness and broad reach of the travel message and then, using a mix of social content, digital display advertising and local influencers in Kwa-Zulu Natal and Gauteng, the campaign will drive key messages to audiences across the country. Once we have developed the audience, we will then encourage them to make the decision to book through a targeted and compelling holiday promotions.

The campaign will also include our “Kids Stay Free” initiative to encourage families to take advantage of the offers for children to stay free at participating travel and accommodation partners across the Western Cape.

Finally, as next month is Tourism Month, Minister Maynier, will be visiting businesses across the province to highlight the great experiences and attractions that we have to offer in the Western Cape, and encourage those who can afford to do so, to please support these businesses while following the five golden rules.

Echoing this sentiment, Premier Alan Winde, also encouraged people to support business in the Western Cape, “We know times are tough, but if you can, please go out and support our businesses in the Western Cape, particularly those in the tourism and hospitality sector. With the move to Alert Level 2, which allows for more economic activity, I want to encourage our residents to support local and small businesses. Please remember to always do this safely, by wearing a clean cloth mask in public and following the other golden rules.”

To play a role and support businesses in the Western Cape, those travelling across the province are encouraged to take a photo at their favourite local attraction, restaurant, museum or outdoor activity and post it on social media with #WeAreOpen.

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