Cape Town, August 2023
A creative collaboration between Aquila Collection, CemAir, Wild Horizons Cape Town, and Rhebokskloof Estate has set a new benchmark in destination marketing, showcasing the captivating beauty and exceptional experiences that Cape Town has to offer.
The “Cape Town Safari Roadshow – delivered by CemAir” brought together industry friends to promote the city’s unique attractions – from the mountain to its ocean, and its wines to its safaris – across six cities in South Africa.
The inaugural roadshow was held 31 July to 04 August 2023.
The roadshow’s success was highlighted by its extensive reach, meeting with over 250 travel professionals during six events, spanning six cities, all within a whirlwind five days. The collaborative efforts of Aquila Collection, CemAir, Wild Horizons Cape Town, and Rhebokskloof Estate created an immersive experience that left attendees captivated by Cape Town’s offerings, from adventure activities to wine delights.
The roadshow’s comprehensive programme began in Cape Town, then took flight to Johannesburg with events in Pretoria and Sandton, before heading to Durban, then connecting to the Garden Route with events in George and Plettenberg Bay. A final exhilarating flight between Plettenberg Bay and Cape Town added an unforgettable touch to the journey.
CemAir’s Chief Commercial Officer, Shaniel Singh, expressed enthusiasm about utilising the airline’s route network to connect with travel professionals across South Africa. He noted that CemAir was the sole airline connecting Cape Town and Plettenberg Bay as well as Durban and George. Singh further revealed the airline’s regional expansion plans, including the launch of Victoria Falls, amongst others.
One of the highlights of the roadshow partnership with CemAir was their ability to seamlessly connect the Garden Route, effectively bridging George and Plettenberg Bay with the rest of the country. With the Western Cape’s growing appeal as a comprehensive holiday destination, with a focus on adventure activities, food and wine experiences, and safaris – all within easy reach of the city – this distinctive Garden Route connectivity holds paramount significance on a global scale.
Johan van Schalkwyk from Aquila Collection expressed immense excitement about the partnership’s activation, uniting like-minded ambassadors to collectively promote Cape Town. He emphasised their common goal of showcasing the city’s allure and raising destination marketing to new heights through private collaborations. “We will continue to organise roadshows and similar activations to bring together passionate advocates of Cape Town, as recently acknowledged by Telegraph readers who voted it the best city in the world,” van Schalkwyk added.
Mandi Jarman of Wild Horizons Cape Town highlighted their innovative approach to incorporate Table Mountain into the roadshow. Through their virtual reality devices delegates experienced a virtual abseil—an epitome of the company’s adventure offering in Cape Town.
Jani Phiri from Rhebokskloof Estate underscored the partnership’s opportunities to expand brand awareness and sales through collaborative promotion across South Africa. The roadshow offered a unique opportunity to share the exquisite wines of Rhebokskloof with delegates throughout the nation.
This pioneering roadshow, a first of its kind, promises to become an annual event, building on its achievements to enhance participation and excitement for Cape Town.
The collaborative spirit extended to a city-specific prize giveaway in each location, offering a Cape Town experience for two, including CemAir return flights and exclusive activities with each partner brand. The roadshow’s value was further amplified through its digital reach, word-of-mouth marketing, and its role in promoting Cape Town.
In conclusion, the “Cape Town Safari Roadshow – delivered by CemAir” stands as a testament to the power of collaboration. Through strategic partnerships, innovative programming, and a shared commitment to showcasing the best of Cape Town, this roadshow has set a new standard for destination marketing initiatives. With an eye towards the future, the partners involved are committed to continue their impactful journey of driving awareness and excitement for the incomparable beauty and experiences that Cape Town offers.