New initiative brings marketing co-operation
2009-07-23
A NEW initiative to promote co-operation in the marketing of Paarl as a tourist destination of choice, has been launched by Paarl Tourism and Paarl Vintners. The launch of the Paarl Initiative follows a strategic marketing workshop and brain storming session held in March this year, attended by representatives from both organisations. The Paarl Initiative is now being driven by a steering committee made up of board members of Paarl Vintners and Paarl Tourism. They aim to promote Paarl as a brand and destiny of choice for wine lovers and tourists by: • Synchronising programmes and activities of its members • Embarking on joint projects to promote the Paarl brand with joint marketing efforts such as brochures, tear-off maps and website. • Actively attempting to engage with all role players (business, social and political organisations) who can benefit from the Paarl brand • Creating synergy between its members. While Paarl Tourism and Paarl Vintners will remain independent for now, each with their own unique structures and resources, Paarl Initiative strives to achieve consensus decision-making. A joint business plan has already been drawn up. Key issues have been identified, actions prioritised and by means of weekly meetings the momentum is maintained. The meetings are chaired by local facilitator Joep Joubert, a registered organisational development and personnel practitioner, who guides and facilitates all discussions. Anyone who would like to join the Paarl Initiative to maximise the tourism potential of Paarl and all its attributes, can contact Paarl Vintners (021-863-4886 or info@paarlwine.co.za) or Paarl Tourism (021-872-0860 or info@paarlonline.com). * The annual general meeting of Paarl Tourism will be held tonight at 18:00 at the Picardie guest farm with guest speakers Pat Gee (CTRU) and Joleen du Plessis (Alive! Community Tourism Development). New committee members will be elected.
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