Flow Communications has been working with the V&A Waterfront over the past few months to promote their festive season campaign online, at www.festive.waterfront.co.za, a site sub-domain launched on Thursday, December 2, 2010.
The V&A Waterfront Festive Season website designed and developed by Flow Communications
Interactivity was a high priority on the site, which linked to social media platforms like Facebook and Twitter, and also included its own blog – a first for the V&A Waterfront – as well as an online events calendar, information about Christmas and new year restaurant specials, and gift ideas that drew on the offerings of the wide variety of leisure operators based at the attraction. The most popular pages were the restaurant specials, as well as those to do with the ice-rink and New Year’s Eve concert and fireworks.
Flow facilitated a blogging workshop for key members of the V&A team and there have been numerous contributions by budding bloggers.
Two electronic newsletters were sent to over 15 000 recipients and achieved excellent open and click-through rates. A competition to increase the number of newsletter subscribers was also part of the campaign. Five lucky winners will be given a R1 000 voucher to shop away the post-Christmas blues in a competition closing on January 31, the final day of the festive season promotion.
The aim of these e-marketing activities was to support the strategic marketing objectives of the V&A Waterfront. These are: to focus on core markets, specifically to recapture Capetonians; to reposition the destination in a relevant and compelling manner; to increase the frequency of visits; to increase the size of the target market so as to capture new visits; and to increase the spend per visit. How? By providing fresh reasons to engage, showing new and well-known facets of the destination, creating an emotional connection and building on the extraordinary aspects of the V&A Waterfront.
A full report of the campaign will be delivered to the V&A team during the second week of February and will include metrics such as the number of page views, enquiries, Facebook shares, Tweets and newsletter subscribers.
Flow Communications has been shortlisted as one of two companies to deliver a digital marketing strategy and appropriate e-marketing for the V&A Waterfront for their new financial year.