And
the cherry on the cake was an additional award for the Valley’s annual
Franschhoek Bastille Festival, which was awarded as the best Tourism Related
Event of the Year.
The prestigious and
highly sought after award is bestowed upon a Local Tourism Association (LTA) or
privately run tourist or visitor information service that best promotes the
town in its respective geographical area, providing visitors with the best
local experience possible. Furthermore, nominees had to demonstrate a
comprehensive approach to increasing
tourism revenue into the region.
The
judging panel took note of the fact that the Franschhoek Wine Valley devised
and executed its Brand Franschhoek marketing strategy successfully by using all
elements of the Marketing Mix. These elements included Research and Statistical
Analysis, Website, e-Marketing and Social Media, Events and Festivals,
Sponsorships, Tradeshows and Exhibitions, including Explore Franschhoek Tour
Operator Workshop, CRM and database utilization, as well as PR and media
campaigns.
Besides producing the promotional printed collateral such as brochures, route
maps, flyers, their specialist team was able to produce innovative products,
some of which are unique in the Cape Winelands, utilizing the latest
technology. Innovative tourism products include a mobile website with a
GPS proximity facility for use on Smart phones, a QR code to access their
website by scanning from an iPad or Smart phone, an online brochure accessible via
their website, an online accommodation as well as a loyalty card programme to
promote retail business in the region.
With regards to local economic development, they have a dedicated staff member
focusing on the upliftment of the community which includes amongst others
tourism hospitality training, youth development drama projects, a Youth
Ambassador programme, Farm Worker of the Year, and Cellar worker training
programmes. Through the grant-in-aid from Stellenbosch Municipality, and
donations for events from the Cape Winelands District Municipality the
association has been able to extend the reach of their tourism projects with
the local community.
As
added awareness the Franschhoek Wine Valley holds festivals throughout the year
including those in low season, all of which have become social calendar
highlights. These festivals include the Franschhoek Literary Festival, Cook
Franschhoek, Franschhoek Bastille Festival, Franschhoek Summer and Winter
Wines, Franschhoek Uncorked and the Franschhoek ‘Magic of Bubbles’ Cap
Classique and Champagne Festival. During low season the Valley also offers
four Mystery Weekend packages which, together with the festivals, increase feet
and revenue into the Valley significantly.
‘We
are once again humbled and honoured to receive these prestigious awards, and as
a team who works hard at delivering on these criteria, we continue to keep
Franschhoek and its offerings top of mind’, comments Franschhoek Wine Valley
CEO Jenny Prinsloo.