Serving wine tourism as a slice of SA travel
In line with its long-standing drive for innovation in the wine industry, Wine Tourism SA (WTSA), has announced the “Slice of SA” campaign, inviting wine tourism and other travel businesses in this vibrant region to join forces.
Fading the borders between wine tourism and general travel marketing of the SA Winelands, Slice of SA is designed to boost year-round tourism in SA’s winelands by enabling 300 tourism businesses to leverage off the lucrative wine tourism market through WTSA’s industry-leading positioning.
Over the course of more than 10 years, WTSA has carved out a firm foothold and gained an in-depth understanding of the SA wine tourism sector. WTSA publishes the only comprehensive wine tourism publication on the market – The Wine Tourism Handbook – and are the innovators behind the KLINK Wine Tourism awards. The KLINK Awards are SA’s first online, consumer-driven wine tourism initiative, now in its fifth year.
“According to the dictionary, a slice refers to a part or portion of something, and within the South African tourism experience, wine tourism makes up a segment of the whole which includes golf, safari and adventure, among others,” says Monika Elias, founder of WTSA.
“We’ve been developing wine tourism products for more than 10 years. During this time, we have built up a substantial audience, first with our printed Wine Tourism Handbook – which is the ultimate guide to the winelands, and now, we offer a global showcase to South African wine tourism through interactive online platforms and social media.
“When a tourist visits the wine regions, they will also be booking accommodation, visiting art galleries and shops and eating at restaurants, which may not necessarily be related to the cellar-door or estate experience. So, we’ve introduced Slice of SA, as an opportunity for these businesses to access our audience,” she explains.
At the core of the Slice of SA campaign is an interactive image gallery on the WTSA homepage that aims to present a multi-faceted kaleidoscope of the top 300 SA winelands tourism destinations and products, presenting a ‘slice’ of the best of travel and tourism in this vibrant region.
WTSA will be driving #SliceofSA through an online and social media campaign, supported by a SA winelands roadshow. Stakeholders will be invited to collaborate and benefit from solution-driven take-outs for their tourism and wine tourism businesses. Speakers include WTSA’s strategic partners, ranging from mobile to social media intelligence and aggregated content platforms.
“The year-on-year growth of social media interaction generated by the KLINK Awards, and its concomitant exposure of participants to our audience has been phenomenal is set to increase as awareness around the campaign grows. The figures speak for themselves,” says Elias.
The WTSA site gets an average of 14 000 page views per month. The KLINK Awards 2015 social media campaign reached 3.6 million people and gained 14 100 100 total impressions on social media.
“We are looking to highlight the multi-faceted tourism offering of the SA winelands, so Slice of SA is a natural extension of our brand,” she concludes.
Travel and tourism and wine tourism businesses and brand managers who see themselves as part of the top 300 businesses to represent the best of the SA Winelands tourism mix, can contact Elias for more information.
They can also go to www.winetourismsouthafrica.co.za and click on the “BE PART OF #SliceofSA” link at the top of the Slice of SA image kaleidoscope.
Wine Tourism South Africa
P: 021 447 8669/ 083 631 3393
T: @winetourismSA #SliceofSA