Impact of the New7Wonders of Nature campaign a success for Table Mountain Cableway
Table Mountain is one of the provisional New7Wonders of Nature. Marketing this unique attraction is a huge privilege, says Table Mountain Cableway Marketing Manager Collette van Aswegen.
Since the announcement of the provisional New7Wonders of Nature at the end of 2011, Table Mountain has received global coverage on prestigious media websites such as CNN, National Geographic and The Guardian, among many others.
This means major exposure for Table Mountain and Cape Town, says Van Aswegen. “Judging by the local and international publicity the campaign has gained, we can expect to have reached millions of people. We have also noticed that South Africans, especially, are far more interested in Table Mountain and this, coupled with the sunny weather, has translated into record visitor numbers. [We had] 116 000 visitors in December.”
It is expected that, once Table Mountain is named an official New7Wonder of Nature, tourism will receive a major boost. An economic impact study by Grant Thornton, a leading tourism, hospitality and leisure research company, has predicted that visits to Table Mountain are likely to increase by 20% once it is announced as one of the official New7Wonders of Nature.
Table Mountain is a “one of a kind” wonder, says Van Aswegen. “What makes it unique is the fact that it is accessible. The other six wonders aren’t as readily accessible to people.” She adds that, as Table Mountain is in the city of Cape Town, there are many ways to experience this natural wonder. Besides taking a cable car, you can hike up the mountain, or sit in a café and enjoy it, which cannot be said for some of the other New7Wonders of Nature.
Exciting specials for 2012
Table Mountain Cableway offers a host of promotions to ensure a visit to the top it is affordable for all South Africans.
Summer is a popular time to visit, says Van Aswegen. “The recent high visitor numbers can also be attributed to the great weather – on these scorchingly hot days the sunsets are particularly spectacular.” The half-price Sunset Special is available until the end of February.
South Africans can receive the ultimate birthday gift, a free ride on the Cableway. Take your South African Identity Document with you on the day of your birthday and present it at the ticket office before departure. The birthday special is valid for adult (18 years+) return trips only. Should the Cableway be closed on your birthday due to adverse weather conditions, you will still have to collect your ticket on that day, but it is valid for a week.
Van Aswegen says they also have a school programme, Class in the Clouds, which kicks off on the first of March. This programme offers learners an opportunity to discover what makes Table Mountain a New7Wonder of Nature. As the highest classroom in Cape Town, Class in the Clouds is a hit with both teachers and learners across the country. Bookings are essential. Call +27 (0)21 424 0015 or email email@example.com for more information.
During winter there is a special offer available for families. “From the beginning of May until the end of October, two children travel free of charge when an adult return ticket is purchased over weekends, public holidays and school holidays.”
With all these specials to take advantage of throughout the year, there is no reason not to visit Table Mountain over and over again.
Passionate about Cape Town, Van Aswegen says she feels privileged to live in a city with so much surrounding beauty. “Being chosen as one of the provisional New7Wonders of Nature is another feather in Cape Town’s cap.”