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2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN

2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN. MAY 2008. HOST CITY OBJECTIVES. Host City Objectives. Host semi finals and events successfully Party capital of Africa Maximum public benefit and lasting legacy: Infrastructure Economic Opportunities Environment

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2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN

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  1. 2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN MAY 2008

  2. HOST CITY OBJECTIVES Host City Objectives • Host semi finals and events successfully • Party capital of Africa • Maximum public benefit and lasting legacy: • Infrastructure • Economic Opportunities • Environment • Desirable destination for investors and tourists • – leveraging long-term economic growth

  3. CRITICAL SUCCESS FACTORS Critical Success Factors • Infrastructure for the event must be ready • Uninterrupted service delivery • Operational plans, staff and equipment must be ready • Service providers such as accommodation, transport, • restaurants must be ready • Safety and security for visitors • Local community support, involvement, ownership and acceptance • Shared view of long-term economic objectives • Adequate resourcing

  4. CRITICAL SUCCESS FACTORS Critical Success Factors • Distinctive appeal & brand • Imaginative use of city geography and history • Political support, clear communications constituencies • Partnership between sectors & government • Objectives, leadership, roles & responsibilities • Strategic alignment

  5. ECONOMIC OPPORTUNTIES Economic Opportunities

  6. 2010 MARKETING PLAN OBJECTIVES Marketing Objectives • To ensure that the City residents embrace the event (Party Capital) • To communicate readiness (infrastructure and an operational) • To enhance visitor experiences by improved service levels • To demonstrate and showcase opportunities • for businesses, artists, craft to participate in the event • To encourage more travellers to Africa prior, • during and post event by addressing Afro pessimism • Build and enhance marketing initiatives that already work • Use events, announcements, infrastructure milestones as media, • marketing, community opportunities

  7. TARGET MARKETS Target Markets

  8. PRE-CAMPAIGN PHASE Pre-Campaign Phase • Cape Town was awarded Host City status after concluding • the Host City Agreement in February 2006 • Pre-campaign stage (February 2006 – 11 June 2008) • Extensive national and international media coverage • costs, legal processes & challenges • milestones in stadium construction • preparations • Informational website tracking progress • Host City Agreement rights: Logo launch, HC pamphlet, HC poster, • Preliminary Draw Expo, Berlin logo launch and Soccerex) • Align existing projects to 2010 objectives - e.g. Tourism Indaba

  9. Two Years to Go! Host City: Cape Town Marketing Campaigns

  10. CAMPAIGN PHASES Campaign Phases • 2 Years to go, need to start the build-up • Timing is right: Cape Town is on track • Phased campaign to avoid 2010 burn-out & fatigue • Messaging to reflect desired outcomes for a particular phase • Five (5) phases are proposed • Aligned to Major FIFA events and milestones in the build-up to 2010 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  11. CAMPAIGN PHASES Campaign Phases

  12. CAMPAIGN PHASES Primary Target Audience

  13. Phase1 The Build-up Phase 11 June 2008 – 16 June 2009

  14. PHASE 1 Phase 1 Campaign

  15. PHASE 1 The Campaign • FACT: Capetonians love their City • Cape Town Icons…….. • Cape Town speak…….. • Cape Town does………. • Cape Town loves……… • Cape Town history…….. • Cape Town heritage…… • Communicate to residents what Cape Town presents to the World ………….. • Cape Town’s 2010 Team is all its residents • Build on the success of Host City Logo and Host City Poster • Catchy creative and slogans to be designed by professional agency • Campaign on factual and milestone information

  16. PHASE 1 Supporting Events

  17. PHASE 1 Supporting Events

  18. Phase 2: Crunch Time! Delivery of the Final Draw (1st Official FIFA Event in Cape Town ) Delivery of the Stadium 16 June 2009 – 15 December 2009

  19. PHASE 2 Target Market Shift • Two Official FIFA Events will bring to South Africa the international media and the FIFA Family • Primary target market shifts from Capetonians and South Africans to the International market • Build on confidence – after the Confederations Cup • Optimum period to encourage more visitors to the destination for the Final Draw and other FIFA events • Promote the Cape Town offerings, hotels, base camps, public viewing areas, services, infrastructure • On-going communication to the local residents required regarding preparations and milestones

  20. PHASE 2 Phase 2 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  21. PHASE 2 The Campaign • An emotive campaign carrying the Destination Marketing objectives to encourage international visitors to purchase the ticket – align and extend SAT’s excellent international campaign with Sky News and CNN • Table Mountain • Robben Island • The Winelands • Kirstenbosch • The people • The World Cup Party Preparations • Accommodation • Transport • Visitor Services • Things to do • Desired response: I’ve decided, I want to stay in Cape Town • & the Western Cape for the 2010 FIFA World Cup™! • Slogans and imagery to be professionally developed • Align to SAT Tourism Growth Strategy • Target specific markets as teams qualify for 2010 Tournament, • Tailor-make offering for the 32 teams coming to the final draw FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  22. PHASE 2 Supporting Events FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  23. Phase 3 Preparation and Anticipation! Tangible Excitement The Cape Town Stage is Prepared 15 December 2009 – 11 June 2010

  24. PHASE 3 Target Market • Primary target market remains international audience • Phase 2 and 3 are the City’s biggest opportunity • to promote the destination to an international audience • Visual language, collateral and marketing material (Phase 2) still relevant • Build on the success of the Final Draw • Communication focus moves from general Destination Marketing • Carries a distinctive football specific messaging • Facilitated by the test events in the New Green Point Stadium • After Final Draw the countries playing in Cape Town are known • Can design “adopt a country” programmes • Collateral to adopt a language strategy • Deal-making phase for teams and base camps FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  25. PHASE 3 Phase 3

  26. PHASE 3 The Campaign • Phase 2 Emotive Campaign Continues • The City is physically prepared to host with marketing collateral • The campaign is incorporated into the event areas, decoration, tourist attractions • At this stage, all the world will focus on the ???? Stadium • Cape Town to present a magnificent facility completed on time and to specification FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  27. Supporting Events Supporting Events

  28. Phase 4The biggest Show on earth Participants and guests arrive in Cape Town Will we deliver the destination promise? The 2010 Party Capital 11 June 2010 – 11 July 2010

  29. PHASE 4 2010 FIFA World Cup ™ • Arrival of football teams, football stars and match outcomes • will be main content for media (particularly accredited media) • City wants incident free event. • In-Stadium branding • Host City Exhibition • City Media Information in the Media Centre • Visitor service and experience • Media Services project to enhance reporting on the destination • The Four Fan Parks and related events are the City’s main event related activities during stage, a mechanism to involve local communities

  30. Phase 5 Post Event, Reality Check We did it! We hosted the greatest show on earth! Cape Town, its facilities and people the highlight! South Africa, a Nation Triumphant! Africa, a proud Continent! Good Luck Brazil for 2014, we’re here to help

  31. PHASE 5 The campaign • During the event - “See you again” “À biéntot” type advertising campaign prominent at airport departure halls • Negotiate with Airlines for pilots to use “see you again” on departure • Post Event “We did it” billboard - images of the party, and the success • Factual reporting on final costs, arrivals, length of stay, national pride – general economic and social impact. • Legacy, Sustainability, Investment, Tourism • Lessons for Brazil 2014 • Events – Hand-over of the Stadium to the Operator

  32. PARTNERS Marketing Partners • FIFA/LOC • SABC, Media partners • National and Provincial government • SA Tourism/Brand South Africa • Cape Town Routes Unlimited • Wesgro • Cape Town Tourism • Cape Town Partnership • Cape Town International Airport • Metrorail • Tourism Attractions (Cape Nature/Robben Island/V&A Waterfront) • Cape Town International Convention Centre • Event Owners (e.g. Jazz Festival, Food & wine, Book Fair etc) • FIFA Partners • Other Host Cities • Surrounding Towns in the Western Cape • FIFA Family

  33. RISKS Risks • Crime • Transport • Weather • Fragmentation of efforts • Non-aligned messaging

  34. THANK YOU DANKIE ENKOSI

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