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ASATA PRESENTATION 23 June 2009

ASATA PRESENTATION 23 June 2009. INTROD U CTION. Some facts about 2010 Record 204 countries participating 350 000+ visitors expected in SA 4 out of 5 visitors indicate they would like to stay in Cape Town 3 million tickets for 64 matches 2010 TV Rights worth R14,7 billion.

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ASATA PRESENTATION 23 June 2009

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  1. ASATA PRESENTATION 23 June 2009

  2. INTRODUCTION • Some facts about 2010 • Record 204 countries participating • 350 000+ visitors expected in SA • 4 out of 5 visitors indicate they would like to • stay in Cape Town • 3 million tickets for 64 matches • 2010 TV Rights worth R14,7 billion

  3. OPPORTUNITIES • Destination Marketing • Legacy • Economic Development & Job Creation • Improved and new infrastructure • Civic Pride • Service Excellence • Sustainable & Green Cape Town • Safety & Security • 365 destination

  4. Project Scope • A - Destination Marketing • B - Visitor Services • C - Industry Services & Accommodation • D - Responsible Tourism • E - Communication • F - eMarketing

  5. 3… 365 • 11 June 2009 -1 Year to kick off • Cape Town Soccer Brand launched • 2010 mini site launched

  6. 2… Confederations Cup • 14-26 June 2009 • Research programme undertaken to profile the sports tourist we can expect for 2010 • 2010 Welcome campaign launched • Extended stay campaign launched

  7. 1… FINAL DRAW • 4 December 2009 • 2010 FIFA hospitality programme • Media packages • Guest relations programme

  8. GO… 2010 FIFA WORLD CUP • 11 June – 11 July 2010 • 8 games in CT • Welcome Campaign • In-destination visitor services • In-destination marketing activations • Industry and community participation

  9. WHAT DOES ‘READY’ MEAN?

  10. YES, INFRASTRUCTURE • Greenpoint Stadium • It will host 8 matches, including, quarter-final & • semi-final • 68 000 seats for 2010 World Cup matches • 13 000 temporary seats > 55 000 seats post 2010 • Footprint equivalent to six city blocks, 50m tall, • 15 storey building • Basement parking for 1200 cars • 16 x lifts throughout stadium

  11. YES, SAFETY A safe city for visitors and citizens The police expect to deploy some 41 000 officers to safeguard the soccer events – for which they have allocated R640 million and bought equipment and services worth R665 million. 2010 Cape Town Visitor Safety Programme integrated with police, disaster management and tourism.

  12. YES, ENTERTAINMENT • Cape Town as a lifestyle & entertainment capital • FIFA Fan Park at Grand Parade • FIFA Fan Walk linking Grand Parade with Stadium • 3 Public Viewing Areas: Athlone, Bellville & • Swartklip • 2 Training Venues • At least 2 Base Camps

  13. PLUS, CITIZEN ACTIVATION! THE GOAL To inspire citizens and visitors to become passionate ambassadors for Cape Town (both before, during and long after 2010) by celebrating Cape Town as a uniquely authentic Host City.

  14. 2010 GAME PLAN • Inspire confidence with the message, “Cape Town, Ready to Welcome The World” • Inspire excitement with the activations “Live It! Love It! LOUDER!” • Inspire ownership by launching dedicated 2010 website to empower citizens with current information and 2010 social networking opportunities.

  15. CTT CITIZEN ACTIVATION PLAN • THE KICKOFF • Launch R1,1 million • campaign on 11June 2009, • “One Year to Kickoff” and sustain with private • sector partners. • Billboards at airport, en route to city & in CBD. • CBD activation with sightseeing bus, symbolic kickoff, media launch of www.capetown.travel/2010 website and Live It! Love It! LOUDER! campaign.

  16. INSPIRING CONFIDENCE FIFA endorsed Billboard campaign at airport and iconic Cape Town CBD sites

  17. INSPIRING EXCITEMENT • Live It! Love It! LOUDER! citizen activations from 11 June until 2010 kickoff. • Involve schools, media, communities and businesses in catching and spreading 2010 fever – CAPE TOWN STYLE!

  18. INSPIRING INDUSTRY ‘Unofficial’ 2010 logo developed for CTT members as part of an industry activation campaign – to be used as a symbol of ownership of 2010.

  19. 2010 WEBSITE Endorsed by Host City and FIFA as a platform for fans and locals to connect with 2010 and Cape Town. www.capetown.travel/2010 The web is the most effective platform to show the world just why Cape Town is such a remarkable host city and inspire visitors to make Cape Town their address of choice before, during and after the World Cup.

  20. MANAGING PERCEPTIONS & EXPECTATIONS • Hosting major events can stall tourism growth

  21. MANAGING PERCEPTIONS & EXPECTATIONS • Need to manage realistic expectations • Integrated planning with provision for interventions • Get industry & citizens on board & communicate • Maintain position as value for money destination • Ensure pricing not exceed peak season pricing • Use event to counteract seasonality and attract interest • from non-traditional markets

  22. ONE YEAR TO KICKOFF Live It! Love It! LOUDER!

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