V&A Waterfront  |  Seasonal Marketing Campaign

In 2018, the V&A Waterfront ran a 3-month campaign to drive foot traffic to the property during low season, and increase its retail footprint.

The campaign had multiple touchpoints over a wide variety of platforms and channels. It hinged on a rewards- and events-based programme, with on-site entertainment, discounts and competitions to entice people to leave home in the winter months.

The  creative called for the public to eat their way “Around the V&A in 80 dishes”, promoting 30 restaurants with low season rates.

The creative was promoted over the following channels
DIGITAL: Social media, Google Display Network, Affiliated partner websites and owned onsite media.
ATL: Radio, Video, Onsite billboards (digital and print) and PR
BTL: Brochures, Magazine ads, Posters.

Destinaton Marketing

The most effective integrated campaigns promote a single-minded message cohesively and consistently across all channels and platforms. Most important is ensuring the strategy behind the messaging resonates with the needs and behaviours of its target audience.

The V&A Waterfront is Cape Town’s most-visited destination. In winter however, Cape Town suffers cold, wet weather and locals and visitors have the tendency to stay indoors and at home.

ClientV&A WaterfrontServicesDesign

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