never let a good crisis go to waste...the campaign cannot be expected to delivery against individual...
TRANSCRIPT
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Never let a good crisis go to waste
Tim Harris
CEO, Wesgro
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• Tourism is resilient - it will work itself out…..
• But at what cost and how long will it take to get above 201x numbers?
Challenges we faced
1. Diverse group of shareholders
2. Who should lead the project?
3. What is success, when everyone has their own KPIs?
4. Whose logo should be bigger?
5. Who pays?
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The project lead should be a stakeholder
that is neutral. Ensuring no
perceived agenda.
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Get the most influential players in the room
and agree that the recovery plan
is a shared responsibility.
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Select a core group of stakeholders, a cross section of the industry.
Write the marketing brief, together and agree on the
marketing objectives. The campaign cannot
be expected to delivery against
individual KPIs.
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Create a white label campaign
that everyone can put their
logo on.
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How stakeholders can get involved?
1. Financial support
2. Non-financial support
• Assist with hosting of trade and media
• Pushing campaign through own channels
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Cape Town Air Access
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Challenges we faced
1. Long haul destination
2. Limited direct flights
3. Hub and spoke model
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Thank you