The CSIR International Convention Centre in Pretoria took top honours in the first ever Best in Business Tourism Marketing Awards that were announced at the Meetings Africa business tourism exhibition recently. 

The centre was the winner in the category for the best marketing campaign.

Marketing and Sales Manager Bronwen Cadle says the award is proof that the marketing campaign was well thought out and well targeted.

“The award enhances our campaign that focussed on growing new business from specific market segments, maintaining existing business and growing word-of-mouth advertising and referrals from existing clients. 

“The campaign included print advertising, promotion and participation in trade exhibitions like Meetings Africa to generate new business.

“The general awareness campaign to develop relationships with specific individuals with buying and decision-making power was followed up with personal sales calls.   This yielded a 1 000 percent return on advertising spend.” 
 
Cadle says one of the centre’s unique selling points is its location.

“It is South Africa’s only purpose built dedicated convention centre located in a natural setting, as opposed to a city centre.  To impart a sense of the attractive natural environment around the centre the colour green was introduced into the marketing material.

“The campaign was extremely successful with an increase in sales of over 15 percent against the target of 7,5 percent. This is despite the fact that the centre is older than 30 years and competing against newer, more modern facilities.

“We receive no financial assistance from a regional or municipal body.    Funds for marketing are not readily available or plentiful and therefore require careful management.

“Winning this award underlines our marketing strategy of, besides ensuring that world class service is always provided, underselling and overdelivering.  It certainly earns the kudos,” says Cadle.