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Whale Festival digital marketing is trumpeted

A digital marketing campaign for the Whale Festival of 2017 has appeared as a case study of a good campaign in a well respected handbook on tourism marketing.

It was run as a chapter in the sixth edition of Marketing Tourism in South Africa by Richard George, published by Oxford University.

Jeanette du Toit, owner of Jaydee Media, responsible for the digital marketing campaign, says this is a great honour, not only for her company, but for the Whale Festival and Hermanus Tourism in general.

She describes the handbook as the “bible for tourism in South Africa”.

Du Toit says as a businesswoman she is very proud that Jaydee Media’s complete “digital marketing formula” has been used as an entire chapter of the handbook. “Since the inception of Jaydee Media, we have worked on perfecting our formula through trial and error. In our social media training we look at a business, its identity and where it wants to go.”

The social media reach for the Whale Festival in 2018 was 22 million, with 14 million people reached on the Saturday alone.

Frieda Lloyd, marketing manager of Whale Coast Tourism, says it is an honour to have an international academic tourism book dedicate a whole section to the Hermanus Whale Festival. “The Whale Festival is 27 years in the making, and has many lessons to share. The organisers moved with the times, taking the festival to the next level.”

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