When I see any writing by Mariette du Toit-Helmbold, CEO of tourism consultancy Destinate and former ineffective Mommy-Tweeting CEO of Cape Town Tourism, I have to hold back the urge to laugh, not only because of her poor writing skills (despite English being one of her BA majors!) but also because of her lack of marketing skills.  Helmbold has just launched the ‘Stellenbosch Wine Experience’ for the Stellenbosch Wine Routes and Stellenbosch 360, as a joint venture between the wine and tourism elements of the second oldest town in South Africa, with the goal of becoming ‘the leading wine tourism destination in Africa‘. Helmbold adds in her document that Stellenbosch should be positioned as ‘amongst top in the world‘ too, and become ‘Africa’s wine tourism capital’!

The Stellenbosch Wine Routes is the first wine route in our country, having been established in 1971 by Spatz Sperling of Delheim, the late Frans Malan of Simonsog, and the late Neil Joubert of Spier.  Its mandate is to market the wine estates and wines of the 150 or so wineries in Stellenbosch, with its CEO Annareth Bolton having mainly run a PR campaign to date.  Previously sponsored by American Express, it no longer appears to have the backing of the credit card company.  Credit card companies appear to be all over the seemingly lucrative wine industry, Diners Club appearing to have a head start. Stellenbosch 360 is the new name for the Stellenbosch Tourism Bureau, and is run by a very competent Annemarie Ferns, long the SA Tourism Country Manager for Germany.

Helmbold spent nine years at the helm of Cape Town Tourism, never being able to rise to the level of the marketing done with close to zero budget by her predecessor, the vivacious Sheryl Ozinsky.  Helmbold did formula marketing, if one can call it that, and it is clear that she is using her Cape Town Tourism template for the ‘Stellenbosch Wine Experience‘.  She has no track record to speak of in her time spent at Cape Town Tourism, with declining tourism business.

Helmbold’s plan for the ‘Stellenbosch Wine Experience’ is the following:

*   to create a blog for Stellenbosch, very poorly named ‘Stellenblog’, a no-n0 name in marketing terms, to be launched at the Stellenbosch Wine Festival later this week

*   launch at ITB in Berlin in March

*   launch at Indaba in Durban in May

*   a blogger campaign, with international and local food, wine and lifestyle bloggers, according to the media release.

*   Social Media presence, one assumes on Twitter and Facebook

*   Events are planned

While the members of the Stellenbosch Wine Routes pay a membership fee and are entitled to share in the benefits of any marketing initiatives, the Stellenbosch Wine Experience is inviting wine estates to become ‘marketing partners’, no doubt at a fee, ‘ to ensure direct involvement by the private sector’, whatever that may mean!

‘Stellenbosch is one of the most significant landmarks of the Cape and although it has a well established tourism and wine legacy, being the oldest town and wine route in the country, there is a great need for closer partnership between the wine and tourism industries supported by a dynamic marketing programme and campaign,’ says Ken Forrester, Chairman of the Stellenbosch Wine Routes.  Helmbold added: ‘The potential of wine tourism in South Africa is significant, but then a far greater and more aligned effort should be made on a local, regional, national and international level to promote wine tourism. This will hold great benefit for both the tourism and wine sectors and add to South Africa’s overall appeal as a destination‘.

‘More and more visitors to our wineries want to engage in wine tourism activities at or near the site where the wine is produced. Visitors typically learn the history of the winery, see how the wine is made, and then taste the wines; often complemented by a fine meal in one of our award-winning restaurants. More and more wineries offer accommodation, meeting facilities and activities. Wine remains the ‘hero’, but a lot of focus is placed on the experiences that complement the wine and provide wineries and establishments with additional sources of income‘. explains Annareth Bolton, CEO of the Stellenbosch Wine Routes.

Interesting is that ‘Stellenbosch Wine Experience‘ is a product belonging to Helmbold, all communication details provided being hers, a dangerous situation, knowing how political she is in rejecting businesses she does not like, something which should not occur in the wine tourism industry.  What is bizarre is that the campaign aims to position Stellenbosch as the leading wine tourism destination in Africa – Stellenbosch is the undisputed leading wine route and leading gourmet destination in our country already, and by implication in Africa, so its objective has already been met!

Chris von Ulmenstein, Whale Cottage Portfolio: www.whalecottage.com  Twitter: @WhaleCottage