Table Mountain, one of the Seven Wonders of the Natural World, is ranked as the leading tourist destination in Africa. As such, its branding is tremendously important.
The Table Mountain Aerial Cableway Company (TMACC), prides itself on the brand it represents and the calibre of its staff members who have been ensuring that visitors to this landmark have a memorable experience. “The success of our company relies solely on the capabilities, hard work and dedication of our committed staff members,” says Wahida Parker, the Managing Director of TMACC.
Thus, the company has appointed a new brand manager.
“To ensure that we continue building on our excellent track record, I am very excited to welcome our new Executive Brand Manager, Giselle Esau, as a member of our team,” says Parker.
Esau has been in marketing for 8 years, specialising within the e-commerce industry. Having shifted her career to focus on the tourism industry, she aims to bring greater global recognition to TMACC by elevating the status of the iconic landmark. She hopes to to build on the already well-established brand and to foster growth within the tourism sector in her new role.
“We want to bring a fresh look to the TMACC brand – a youthful spin on the current identity, with a digital-first attitude. To achieve this, we will be specifically focusing on a more digitally focused marketing strategy with plenty of brand-led campaigns in the near future,” said Esau.
With her appointment coming just as the COVID-19 pandemic forced the country into lockdown, she has some unique challenges to face. “I’ve had to work with the operations team on streamlining the temporary lockdown of the cableway and the administrative tasks that come with this. It’s quite a challenge starting a new job and learning the ropes, while juggling the struggles of a worldwide pandemic. There’s no set protocol for this!” she said.
At the same time, Esau has support from the experienced TMACC crew which serves as a great help in easing the transition.