Table Mountain Aerial Cableway Company

The challenge

The Table Mountain Aerial Cableway Company (TMACC) operates a globally renowned cableway system, providing visitors access to one of the New7Wonders of Nature, Table Mountain in Cape Town, South Africa. As a critical tourism asset, TMACC has continuously evolved to align with sustainable and responsible tourism practices.

TMACC partnered with Alkemi Collective to amplify its brand visibility, deepen community engagement, and reinforce its reputation as a pioneer in sustainability driven tourism.

We delivered on the brief we were given: to enhance TMACC’s positioning through a strategic brand refresh, compelling storytelling, and targeted campaigns that bridged heritage, innovation, and environmental stewardship

Strategic approach & execution

Brand and Food & Beverage expansion
Conceptualised and launched four new venues, introducing premium dining and experiential partnerships:
TAP Bar (beer & burger destination)
VIEWS by De Grendel (wine & champagne bar)
TEN67 (refreshed restaurant)
KLOUD Bar (Campari Aperol experiential bar)
• Developed compelling brand messaging and curated high-impact launch events in collaboration with De Grendel Wine Farm & Newlands Spring Brewery.

Sustainability-driven storytelling

Crafted a stronger sustainability narrative, bringing TMACC’s carbon-neutral initiatives to the forefront through campaigns like Take a Hike Day.
Leveraged owned & earned media, influencer partnerships, and PR strategies to highlight TMACC’s commitment to responsible tourism.

Media & digital impact

Managed website, content, and design, ensuring brand consistency across digital touchpoints.
Provided crisis management & media relations, securing key media placements and facilitating internal media visits.
Led international award submissions & campaigns, positioning TMACC as a top-tier global destination

Value Provided

Impact & Results

Visitor growth

Visitor numbers surged 88.16% year-to-date, surpassing pre-pandemic levels and driving record-breaking ticket sales & F&B revenue across TMACC’s venues.

Global recognition & industry awards

TMACC secured nominations for Africa’s Leading Tourist Attraction, World’s Leading Tourist Attraction, and World’s Leading Cable Car Operator, reinforcing its status as a top-tier global destination.

Consistent Social Media growth

Instagram followers grew by 4,899, while Facebook gained 15,061 new followers between December 2023 and November 2024, driving stronger audience engagement.

High-Profile visitors & cultural influence

TMACC welcomed notable figures including Richard Quest, Trevor Noah, DJ Black Coffee, James Blunt, and the All Blacks rugby team, further solidifying its global prestige.

Brand impact & strategic success

The collaboration between TMACC and Alkemi Collective demonstrates the power of strategic branding, storytelling, and engagement.
By amplifying TMACC’s sustainability leadership, iconic status, and community-driven initiatives, Alkemi helped elevate its influence on a global scale.