GEORGE NEWS - Bigger exposure for George as a surfing and trail running destination is on the cards.
Joan Shaw, George Tourism manager, on Tuesday gave clarity after the municipality last week announced that it has partnered with Victoria Bay resident and surfer Bianca Buitendag, who will compete in the Olympic Games in Tokyo later this month.
Shaw said in reaction to questions fromGeorge Herald that the advent of the Covid-19 virus has made traditional marketing methods less effective, as visitors remain wary of travelling.
"Tourism continues to try a number of alternative methods to keep the attractions of our destination top of mind. Radio and social media campaigns are being implemented, but currently the social media space is 'overloaded', making it more difficult to stand out as a destination. To this end, George decided to partner with two athletes with significant followings, to gain more exposure for George as a surfing destination and also as a trail running (and hiking and cycling) destination."
Buitendag, as South Africa's top surfer, and Ryan Sandes, as Southern Africa's top trail runner, were selected in the previous financial year to act as ambassadors for George in their fields.
Media coverage is being tracked carefully throughout the agreement times to measure the return on investment. "If successful, the tourism department may target other athletes or celebrities, but if not, we will know for future planning," clarified Shaw.
There is a formal agreement in place with Buitendag, where the municipality has contributed money to enable her to complete an effective training programme that would strengthen her chances at the Olympic Games and hopefully see her bringing home a medal for George.
The area will certainly benefit from the exposure, particularly within the world's surfing community, and a medal would significantly multiply the exposure for Victoria Bay and George as a surfing destination.
Shaw said unfortunately the Olympic Games regulations do not allow branding on athletes' clothing, but the agreement has a commitment to other obligations that Bianca has to meet, which includes mentioning the destination in media releases, professional photographs, social media posts and so on.
"Bianca will also take part in a publicised 'Social Surf' with surfers from the Western Cape, at Victoria Bay, on her return from the Olympic Games, to attract attention and surfers to the famous surfing beaches of George and the Western Cape," said Shaw.
"One of the key attractions for our area that George Tourism markets, is our outstanding swimming and surfing beaches which include Victoria Bay and Herold's Bay. Imagery of the beaches feature prominently in our marketing material and this is complemented by the hosting of the 'Victoria Bay Classic Surfing Event' which forms a part of Surfing SA's annual calendar (this was prior to Covid and we hope it can resume again soon). The championship attracts surfers and online viewers from across the country and the globe."
According to Shaw, support of the athlete is just one of the actions that contribute to Victoria Bay being one of the top surfing beaches in the country. The other beaches in the region will of course also benefit from it.
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