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Leveraging

Leveraging. Leveraging 2010 2009 – 2010 Campaign Rollout. Background. Use 2010 FIFA World Cup as an opportunity to promote SA as a destination Campaign is targeted at soccer fans globally and focuses on the people & culture of SA

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Leveraging

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  1. Leveraging Leveraging 2010 2009 – 2010 Campaign Rollout

  2. Background • Use 2010 FIFA World Cup as an opportunity to promote SA as a destination • Campaign is targeted at soccer fans globally and focuses on the people & culture of SA • Opportunity to develop domestic campaign using key elements of this campaign • PARTNERS: • SA Tourism / DFA – (global focus) • IMC (Focus on domestic & Africa) • Provincial Tourism authorities & Cities (domestic) • Organizing Committee – focus on the event global and domestic • Commercial 2010 partners – MTN, Coke, Emirates, etc

  3. 2010/An Invitation It’s time to come and see just why this vibrant country was awarded the FIFA World Cup 2010. It’s time to come and see just why the first World Cup in Africa will be like no World Cup ever before- because it’s being hosted by a country that is like no other country. It’s time to come and feel that rhythm. To feel just why it feels good to be South African. It’s time to join us in celebrating the South African success story.

  4. 2010/Big Idea Revolves around the Diski moves which will be show-cased as a dance that represents our vibrancy and rhythm as a nation Different scenes will show more and more people from all walks of life doing the dance as a nation inviting visitors to do the dance of diski South Africans must be encouraged to participate actively in this campaign to deliver the promise of a nation in celebration

  5. Pre-Launch Launch Pre-2010 World Cup 2010 World Cup Post 2010 World Cup Present to May 2009 9-12 May 2009 13 May 2009 -10 June 2010 11 June – 11 July 2010 12 July 2010 – Dec 2010 Leveraging 2010/ The 5 Phases of the Campaign

  6. 2010 Tool kits – Leverage Partnerships Tool kits Contain: • Diski TVC • Diski moves & music • Banners • Posters • 2010 Lifestyle Guide • Maps

  7. 2010 Pre-2010 World Cup

  8. 9 May 2009 – March 2010 • 2010 TVC flights on CNN EMEA & USA, BBC World, Eurosport, NewsCorp • TV Sponsorship - News Corps (Sky, .Fox & ESPN): Road to South Africa's 2010 July – end September 2009 January – end March 2010 • 2010 Print on CNN EMEA 9 May – June 2009 August 2009 – April 2010 • TV Sponsorship - Eurosport: Road to 2010 11 January – 22 February 2010 • TV Sponsorship - BBC World (Sport Today)

  9. International Fan Parks • Soccer ball countdown • Cylinder filled with autographed soccer balls in host cities - soccer balls are removed as we count down days to the World Cup • Photography campaign & competition British & Irish Lions Tour – June/July 2009 Confed Cup – 14-28 June 2009 Partnership Opportunities Vodacom Challenge – July 2009 • Coke Trophy Tour, Emirates, MTN Final Draw – December 2009 April 2010 African Nations Cup – January 2010 • Diski dance activation and give away tickets to the next sporting event • Radio promotion to win tickets to the next sporting event • Handout 2010 collateral • Postcard map handouts in establishments that enter(ed) Eteya & Welcome. • Graffiti wall in Newtown May 2010 – July 2010 FIFA World Cup Qualifiers – June-Nov 2009 WTM & Soccerex – November 2009 BIT – January 2010 ITB – March 2010 Indaba 2010 – May 2010

  10. Launch the 2010 Site leveraging the ATL Campaign Idea • Launch TVC online • Seed YouTube, MySpace, Blogs, Facebook with content generated from the launch • Create and promote “Related content” drivers to southafrica.net V2 • Diski Moves & How to application on site • Downloads of collateral on site • Promotion of microsite exposure and product ddc/contact directory on site (enable consumers to engage with trade) • Call to action for product to leverage the campaign collateral within their markets • Capture Stations for product to upload detail and understand where it will be used

  11. Dance ‘workshop’ at Beach party • Media FaceOff focuses on dance and 2010 (emphasis off of infrastructure and on excitement, rhythm) • Media emphasis on 2010 tactical messages • Trade messaging around ‘balloon activation’ – including promotion of balloon concept to provincial cities • Global messaging on balloons and the hype around SA’s countdown to 2010 • Drive stakeholders to digital media • Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion • At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies • Stakeholder briefing document issued to all stakeholders, host cities

  12. Distribute from digital assets (2010, southafrica.net V2 & affiliates) • Monitor the blogs, YouTube, FaceBook and etc and participate in the online discourse steering messages to excitement, positivity, Afro-optimism • Traffic Drivers from Global Media Campaign • PPC Keyword driver on 2010 and destination keywords • Distribute content from events June 2009 May 2010 • Video of famous (South) Africans doing the 2010 dance posted on social media sites and spread virally • Online campaign… send digital material (dance moves, music) TVCs out SA agency and in-market agencies / Media • Launch the 2010 Mobile Application for Confederation Cup • Launch Diski moves video competition on YouTube • Launch Photographic competition May 2009 – June 2010

  13. Big media fam • Deliver mega fam: start with comprehensive briefing of journalists by CEO, LOC, Minister and ending with elaborate farewell event • Monitor coverage and sweat it in social media, blogs, YT, FB • Video- and podcasts posted regularly to social media sites for duration of trip and in weeks following • Post news every day to SA newsgroup, related-interest news groups • Personal delivery of ‘experience pack’ to guest journalists once they return home (DVD, fact sheets, wine, vuvuzelas etc) • Monitor coverage received from fam • Prepare and issue through FIFA media centre media packs for 2010 accredited media • Compile pre and post media tour itineraries (suggested) for 2010 accredited media • ‘Media arsenal’ (Welcome, etc) campaign planned for SA trade/public, ready to go beginning of June • Mega fam invitations issued to journalists by mid September • All flights, itineraries etc finalised Confed Cup June 14-28 2009 • Continue fine-tuning mega fam itinerary, host list, guest list • Confirm prominent South Africans meeting diary • Ensure all media/trade famils attend dance workshop • Dance video now live on social media sites… monitor and gauge • Updates on activities around ‘balloon activations’ in host cities 2010 focus at Meetings Africa, ITB 2010 focus at WTM • Dance ‘workshops’ at SA stand • Media interventions focus on dance and 2010 (emphasis off of infrastructure and on excitement, rhythm) and on 2010 tactical messages • Dance ‘workshop’ at SA stand • Media interventions focus on dance and 2010 emphasis off of infrastructure and on excitement, 2010 tactical messages • Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion • At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies • Early Mar early May, early Jul stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug

  14. 2010 2010 World Cup

  15. Diski dance at Opening Ceremony and matches at the World Cup • Photography campaign continues and competition opens where entrants stand a chance to win a trip back to SA – “Win a holiday like you’ve never had before”. • Encourage participation from all visitors to share their stories and video clips • Crew filming people at games and posting the clips on the net. • Distribute 2010 brochures and postcard maps to visitors • Coffee table book, with photos voted the best in the competition, is launched

  16. 2010Activations/During 2010

  17. In Country Campaigns inviting users to domestic activations and bringing user experiences into 2010 word of mouth • Visitors experiences from the games uploaded to the site • Mobile application expanded to serve content to in country visitors / leverage FIFA partner operators where possible • Google opening day GoogleDoodle / Logo change / igoogle themes • Photographic Competition promotion

  18. FIFA 2010 World Cup June 11 to July 11 • Issue 2010 destination and national stories each day during championship to media in attendance and to non-attending media (world wide through in-market agencies). Eg: hot places to visit in this city/province/country/region; vox pops from ordinary South Africans about hosting the Championship; predictions by the public on likely winners, losers etc • Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion • At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies • Jul stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug

  19. 2010 Post 2010 World Cup

  20. Photography competition – voting process launches • Winners of competition are announced • Coffee table book, with photos voted the best in the competition, is launched

  21. Leverage visitor content / experiences • Online PR & Content syndication • Continue to drive users to southafrica.net • Promote the competition

  22. Drive ‘events capability’, Business Tourism offerings, unique settings. • Issue ‘brag’ stories about success of 2010 and the awesome experiences discovered by fans attending the tournament. • Now that SA is in the global limelight talk about the wealth of SA experiences and richness, diversity and affordability of the offering. • Stories of success and confidence. An effective, fun, accessible high quality destination boasting world class infrastructure and facilities. • Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion • At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies • Jul, Sept., Oct … stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug

  23. Thank You

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