DTM3609
ASSIGNMENT 06 answers 2025
,Part 1
Promotional tools (one per item)
a. For the business tourism company (your own company)
Promotional tool: Integrated B2B digital marketing campaign (LinkedIn + email
nurture)
What you’ll do
- Objective: Generate high-quality inquiries from corporate travel buyers, meeting
planners, associations, and universities seeking conference-management services.
- Target audience: Corporate travel managers, procurement/administration teams,
event/association managers, and conference organizers (global and Africa/EMEA
focus with emphasis on Europe, USA, UK, and Africa).
- Channels and content
- LinkedIn: Sponsored Content and InMail campaigns highlighting case studies, ROI,
risk management, and end-to-end conference management capabilities.
- Email marketing: Nurture sequences (awareness → consideration → inquiry) with
tailor-made value propositions for different segments (private sector, associations,
academia).
- Supporting content: short case studies, testimonials, service showcases, and a
compelling landing page with ROI metrics and a clear contact/conversion path.
- Messaging themes: “End-to-end conference management in Cape Town and South
Africa,” “ROI and risk-free delivery,” “seamless logistics, partnerships, and on-the-
ground support,” and “sustainable, safe, and world-class events.”
- Execution timeline: Ongoing campaign starting now, with intensified activity 12–18
months ahead of the 20–23 Sept 2026 conference window; quarterly reviews to
optimize targeting and creative.
- Budget and metrics (example targets): 30–40% of marketing budget for digital,
CPC/CPA goals with a target CPL to convert to qualified inquiries; metrics include
click-through rate (CTR), cost per lead (CPL), lead-to-inquiry conversion rate,
qualified-lead volume, and return on marketing investment (ROMI).
- Why this tool works: It directly reaches decision-makers in business travel and
events, is measurable, scalable, and can be aligned with Cape Town’s conference
timeline years in advance to build a pipeline of clients and repeat business.
b. For the prestigious travel and tourism conference in Cape Town (international)
, Promotional tool: Public relations and media outreach (international PR campaign)
What you’ll do
- Objective: Build global credibility and broad awareness for the conference, ensuring
strong pre-event media presence and speaker and sponsor interest.
- Target audiences: International trade press, industry analysts, associations,
international meeting planners, corporate travel buyers, tourism boards, and
potential sponsors.
- Channels and activities
- Press kit and press releases: Announce conference theme, keynote speakers,
program highlights, venue, safety and sustainability commitments.
- Media outreach: Proactive pitch to top travel, MICE, business events, and
sustainability outlets; arrange interviews, feature stories, and op-ed placements.
- Media partnerships and listings: Collaborate with key industry publications,
associations, and conference directories; secure event listings on major industry
platforms.
- Event-specific activations: Exclusive media briefings, media tours in Cape Town,
embargoed previews of keynote content, and guest column opportunities by
speakers.
- Messaging themes: Cape Town as a global business-events hub, world-class
facilities and accessibility, safety and sustainability, and a premier program with high-
caliber keynote speakers and networking opportunities.
- Execution timeline:PR activities ramp up 6–12 months before the conference, with
a major push in the 3–6 months prior and ongoing live coverage during the event.
- Budget and metrics (example targets): Media reach and impressions, number of
press pickups, share of voice in target outlets, number of interview opportunities, and
inbound inquiries from prospective attendees and sponsors.
- Why this tool works: Earned media and credible third-party validation accelerates
awareness, builds trust with international buyers, and supports sponsorship sales
and delegate registrations.
c. For the national pre-tour or international post-tour (for delegates)
Promotional tool: Dedicated pre-tour / post-tour microsite with integrated booking
and targeted direct marketing
What you’ll do
ASSIGNMENT 06 answers 2025
,Part 1
Promotional tools (one per item)
a. For the business tourism company (your own company)
Promotional tool: Integrated B2B digital marketing campaign (LinkedIn + email
nurture)
What you’ll do
- Objective: Generate high-quality inquiries from corporate travel buyers, meeting
planners, associations, and universities seeking conference-management services.
- Target audience: Corporate travel managers, procurement/administration teams,
event/association managers, and conference organizers (global and Africa/EMEA
focus with emphasis on Europe, USA, UK, and Africa).
- Channels and content
- LinkedIn: Sponsored Content and InMail campaigns highlighting case studies, ROI,
risk management, and end-to-end conference management capabilities.
- Email marketing: Nurture sequences (awareness → consideration → inquiry) with
tailor-made value propositions for different segments (private sector, associations,
academia).
- Supporting content: short case studies, testimonials, service showcases, and a
compelling landing page with ROI metrics and a clear contact/conversion path.
- Messaging themes: “End-to-end conference management in Cape Town and South
Africa,” “ROI and risk-free delivery,” “seamless logistics, partnerships, and on-the-
ground support,” and “sustainable, safe, and world-class events.”
- Execution timeline: Ongoing campaign starting now, with intensified activity 12–18
months ahead of the 20–23 Sept 2026 conference window; quarterly reviews to
optimize targeting and creative.
- Budget and metrics (example targets): 30–40% of marketing budget for digital,
CPC/CPA goals with a target CPL to convert to qualified inquiries; metrics include
click-through rate (CTR), cost per lead (CPL), lead-to-inquiry conversion rate,
qualified-lead volume, and return on marketing investment (ROMI).
- Why this tool works: It directly reaches decision-makers in business travel and
events, is measurable, scalable, and can be aligned with Cape Town’s conference
timeline years in advance to build a pipeline of clients and repeat business.
b. For the prestigious travel and tourism conference in Cape Town (international)
, Promotional tool: Public relations and media outreach (international PR campaign)
What you’ll do
- Objective: Build global credibility and broad awareness for the conference, ensuring
strong pre-event media presence and speaker and sponsor interest.
- Target audiences: International trade press, industry analysts, associations,
international meeting planners, corporate travel buyers, tourism boards, and
potential sponsors.
- Channels and activities
- Press kit and press releases: Announce conference theme, keynote speakers,
program highlights, venue, safety and sustainability commitments.
- Media outreach: Proactive pitch to top travel, MICE, business events, and
sustainability outlets; arrange interviews, feature stories, and op-ed placements.
- Media partnerships and listings: Collaborate with key industry publications,
associations, and conference directories; secure event listings on major industry
platforms.
- Event-specific activations: Exclusive media briefings, media tours in Cape Town,
embargoed previews of keynote content, and guest column opportunities by
speakers.
- Messaging themes: Cape Town as a global business-events hub, world-class
facilities and accessibility, safety and sustainability, and a premier program with high-
caliber keynote speakers and networking opportunities.
- Execution timeline:PR activities ramp up 6–12 months before the conference, with
a major push in the 3–6 months prior and ongoing live coverage during the event.
- Budget and metrics (example targets): Media reach and impressions, number of
press pickups, share of voice in target outlets, number of interview opportunities, and
inbound inquiries from prospective attendees and sponsors.
- Why this tool works: Earned media and credible third-party validation accelerates
awareness, builds trust with international buyers, and supports sponsorship sales
and delegate registrations.
c. For the national pre-tour or international post-tour (for delegates)
Promotional tool: Dedicated pre-tour / post-tour microsite with integrated booking
and targeted direct marketing
What you’ll do
