THE Free State Tourism Board (FSTB) has had to put its marketing plans on hold due to financial constraints, but a major boost to the tune of R7,5m for the next financial year (starting April 1) was promised in a speech made last week by provincial MEC for Tourism and Environmental Affairs, Benny Kotsoane.
Acting ceo, Sibongile Besane, told Travel Now that this would "go a long way towards specific marketing plans".
"We have been running a generic print advertising campaign, but we hope to be able to look at marketing specific products and activities, focusing on wildlife, adventure and sports," he said.
Since its inception in October 1998, FSTB has run general print advertisements in 42 local and international magazines, targeting a readership of 24 million people. The placement of 22 billboards along all major highways, including the N3 to Durban and the N1 just outside Kroonstad, as well as the establishment of a website, has evoked "quite a bit of interest" according to Besane.
"We have had on average 103 queries per month, after running our campaign, but financial constraints forced us to discontinue it ."
He says the FSTB will be conducting research to determine exactly how effective the campaign was. Research will start early in April. Research will also be conducted into the previously untapped tourism potential of the Free State.
"We have an incredible cultural and historic heritage, specifically the Basotho and the Afrikaner and our capital city, Bloemfontein, was also the founding city of the ANC."
(Adele Mackenzie)
