Content Partnership Program

Introduction

The Cape Town Content Partnership Program is an initiative managed by the City of Cape Town’s Place Marketing Branch. This program is designed to promote Cape Town as the premier city to Visit, Live, Work (from), Study, Play, and Invest in by leveraging authentic, engaging content shared by a dynamic network of partners.

Through strategic collaborations with businesses, institutions, attractions, content creators and other city departments, this initiative ensures that Cape Town’s diverse offerings are showcased to a global audience via digital marketing platforms. The program is cost-effective, high-impact, and mutually beneficial, providing visibility for partners while reinforcing Cape Town’s brand internationally.

How the Program Works

The Cape Town Content Partnership Program functions as a collaborative content-sharing initiative between the City of Cape Town and its partners. Key components include:

• Content Contribution: Each partner provides at least 2 pieces of content, 4 times per year (photos, videos, blog format) showcasing unique aspects of their business, attraction, institutions, promoting a unique angle or perspective of Cape Town. 
• Content Amplification: The City promotes this content across Meta’s Channels (Facebook, Instagram), targeting key international source markets through paid promotional campaigns.
• Additional Opportunities: High-performing content may also be featured in magazines, blogs, and the www.thisis.capetown website, further enhancing exposure for partners.
• Partnership Visits: Each month, the City and selected partners visit a different partner’s location to gain firsthand insights, foster collaboration, and create content that highlights their unique offerings. These visits also serve as networking opportunities, bringing together partners, City officials, stakeholders, and potential future partners to build connections and strengthen engagement.

2024 Partners

Below is the list of amazing partners that joined us on the first year of the program:

V&A Waterfront, Groot Constantia, Robben Island Museum, Table Mountain Aerial Cableway, Cape Point, Kirstenbosch National Botanical Garden, Cape Town Tourism, City Sightseeing Cape Town, Two Oceans Aquarium, NAC Helicopters Cape Town, Durbanville Wines, Shark Explorers, Khayelitsha Travel and Tours, Relax Spa Groups Africa, Fernandes C.J. Lilykou (Ferlivoyagesa), Ngena Ekasi Tours, The D-School at UCT (Hasso Plattner Design School), The English Plus Academy of Cape Town, Cape Town Central Improvement District, the City of Cape Town’s Environmental Management Department, Invest Cape Town, and Tracey Saunders (Love Your Work).

2025 Partners

Cape Tourist Guides Association (CTGA), Red & Yellow Creative School of Business, Greater Tygerberg Partnership (GTP), Cape Town Kayak Adventures, Epitome Studios, Gecko Digital, Cape Town Creative Acadamy, UCT International Academic Programme Office, Siviwe Tours, Prashad Café, The Baxter, Cape BPO, Artscape Theatre, Louise Howlett (Cape Town Concert Series), Jeep Tours Cape Town, City of Cape Town Parks & Recreation, NAC Helicopters Cape Town, Cape SideCar Adventure, DHL Stadium, and then our anchor partners (long term partners) V&A Waterfront, Groot Constantia, Cape Point, Robben Island Museum, Kirstenbosch National Botantical Garden, Table Mountain Aerial Cableway, Two Oceans Aquarium & Durbanville Wine Valley 

Results & Impact

The program has already yielded impressive engagement and reach after just one year, demonstrating its effectiveness in positioning Cape Town as a top global destination. The paid campaigns have achieved strong reach, clicks, and engagement, ensuring that partner content resonates with international audiences. The last paid post, generated a reach of 29.2 million people worldwide, with 71,000 clicks. Every quarter, feedback is provided to all partners, summarising key insights and performance trends in terms of the individual paid posts. We use the data to learn what the best practices are not just in terms of the type of content that people enjoy, but also in terms targeting paramaters in terms of global markets. 

The networking opportunities created through partnership visits have become a highlight in partners’ calendars. These visits not only provide a platform to learn about others in the tourism industry but also foster collaboration, idea-sharing, and skill exchange. Many partners have gone on to work together, particularly in joint marketing campaigns, after connecting through the program.

Participation & Expectations

• Participation: This program is entirely voluntary, with no financial compensation provided for content contributions. Becoming a member comes at no cost. Upon joining, we require a Memorandum of Understanding (MOU) to be signed, granting us permission to share online the content you provide. You are not bound to the program and may withdraw at any time by simply informing us. However, active participation is essential, including providing content as required and attending partnership visits (if you can not attend, you can send someone else). If content is not submitted as requested and participation in partnership visits is minimal or non-existent, we reserve the right to withdraw your membership without prior notice.

• Quality Standards: Partners must submit high-quality content that captures the vibrancy of Cape Town. While photos taken on a cellphone are perfectly acceptable, they should be well-composed and thoughtfully captured. Blurry or low-resolution images and videos cannot be used. In some cases, we may offer guidance or refine content to ensure it aligns with our mandate of promoting Cape Town in the best possible way.

• Consent for Use: Partners must ensure that they have permission to use images and content, especially when featuring individuals.

• Partnership Visits: Partners are strongly encouraged to host the group at least once during the program at their business or attraction. These visits are essential for networking and building connections by allowing others to experience what you offer. They also serve as a key opportunity for us to generate content, and to identify future opportunities for articles, blogs and posts. The format and details of each visit are entirely up to you, giving you the flexibility to showcase your business in the way that best suits you.

• Social Media Copy: For social media posts we prefer to write the copy ourselves, although you are welcome to provide us with a guideline / more information if you prefer. 
• Post frequency: We will post one organic and one paid post per quarter, totalling a minimum of 8 posts per year.