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 Desirable destination for investors and tourists leveraging long-term economic growth

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

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

ECONOMIC OPPORTUNTIES

Economic Opportunities
Opportunity
Visitor Economy Event Media Exposure Access to infrastructure investment and facilities

Result Contribute to national & continental prestige and profile To facilitate local benefits for people/firms/communities

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

TARGET MARKETS Target Markets

Category
Local

Target Market
Residents of Cape Town, WCape Business Service providers (Transport & Accommodation) Media Partnership agencies (CT Tourism, CT Partnership,CTRU, Wesgro, business, soccer fraternity) Staff (Province, City) Partners (National Government, LOC & Other Host Cities) Media

Messaging
Updates on preparations Updates on expected arrival information Information on programmes to participate (e.g. sign-up programme) Specific event information ( e.g. road closures and the rights protection programme) Capacity and readiness Excitement & enthusiasm to host and receive guests Cooperation and partnership Readiness, Excitement Tourism, investment opportunities

National

International

FIFA (& other event owners) Media

Capacity to host events, iconic sites to enhance FIFA guest experiences Iconic sites, passionate people, culture. History, readiness, opportunities

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

Two Years to Go!

Host City: Cape Town Marketing Campaigns

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 FOR HOST CITY CAPE TOWN Five (5) phases are proposed FIFA WORLD CUP SOUTH AFRICA 2010 Aligned to Major FIFA events and milestones in the build-up to 2010

CAMPAIGN PHASES Campaign Phases

Phase Phase 1 Dates
11 June 2008 16 June 2009

Major Events/Milestones
2 Years to go milestone Confederations Cup (1 Year to go) Confederations Cup to Final Draw/WBM2 and Stadium handover Stadium Hand-over & post Final Draw to FIFA Congress

Message
Target Audience (mainly local & national) Embracing, Emotive & Readiness Target Audience (International) Attractive destination Humanity, Diversity, Fun Target Audience (International) Attractive Destination Humanity, Diversity, Fun

Phase 2

16 June 2009 15 December 2009 15 December 2009 11 June 2010

Phase 3

Phase 4

11 June 11 July 2010

2010 FIFA World Cup Event

Target Audience (International) Attractive Destination Humanity, Diversity, Fun (note: Host City content competes with Football content)
Target Audience (Local, national & Brazil) Post event statistics, economic impact and key learning

Phase 5

11 July 2010 December 2010

Post Event

CAMPAIGN PHASES

Primary Target Audience

Target Audience Campaign Phases

International Market

Phase 2

Phase 3

Phase 4

Local/SA Market

Phase 1

Phase 5

Phase1
The Build-up Phase 11 June 2008 16 June 2009

PHASE 1 Phase 1 Campaign

Strategic Objectives Residents to embrace the event Readiness (milestones) Local preparation to enhance visitor experience International marketing targeting visitor groups Business opportunities To build excitement amongst residents and the region of the coming events - Cape Town Team 2010 e.g. Coca-colas We all speak football ; Nike A little less conversation, a little more action The campaign must solicit emotion, pride and a chuckle by the target audience (Nandos Party Capital) Billboards City publications & website Civic Centre, Visitor Centre, Airport, Train Station themed exhibits Print adverts, video material and collateral Supported by Events and press coverage Naming rights/Operator Tender award

Campaign

Tactics

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 Towns 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

PHASE 1 Supporting Events

Event/Milestone
2 Years to go CT Book Fair Euro 2008

Date
11 June 2008 14 17 June 2008 21 29 June 2008

Objective
Readiness/Confidence/ Action Excitement CT Offering to target markets

Campaign launch
Final Draw (announcement)

July 2008
TBC

Billboards
Confidence/its coming/business opportunities Legacy/Confidence

20 Centres for 2010

TBC

PHASE 1 Supporting Events

Event/Milestone
Small Business Week
Roof Wetting Ceremony Poster Announcement Soccerex Beijing Olympics ITB Tourism/Berlin Good Food & Wine show Confederations Cup initiatives

Date
21 23 August
September 2008 October 2008 21 23 November 8 24 August 2008 March 2009 May 2009 June 2009

Objective
Business Opportunities
Readiness Excitement/Pride Cape Town Offering General awareness CT next Cape Town Offering Cape Town, international cuisine feel at home Test event/Promotional opportunity

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

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

PHASE 2 Phase 2
Strategic Objectives
To position the City to host events Addressing Afro pessimism Build and enhance marketing initiatives that already work Messaging to incorporate imagery of The Party Capital and The place to be in 2010 and Africas Greatest Destination. Tapping into themes in the official slogan Celebrate, African, Humanity This messaging to continue through the competition phaseCAPE TOWN FOR HOST CITY

Campaign

Tactics

FIFA WORLD CUP SOUTH AFRICA 2010 Billboards City publications & website Civic Centre, Visitor Centre, Airport, Train Station themed exhibits/billboards Include Tourism Areas Visitor Information Centres Tourism publications Print adverts, video material and collateral Broadcast material (around Final Draw) Supported by Events and media coverage

PHASE 2

The Campaign
An emotive campaign carrying the Destination Marketing objectives to encourage international visitors to purchase the ticket align and extend SATs excellent international campaign with Sky News and CNN Table Mountain Robben Island The Winelands Kirstenbosch The people FOR HOST CITY CAPE TOWN The World Cup Party Preparations FIFA WORLD CUP SOUTH AFRICA 2010 Accommodation Transport Visitor Services Things to do Desired response: Ive 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

PHASE 2

Supporting Events
Event/Milestone
Confederations Cup Fan Park, Media Service and Stadium Tours, Visitor Services, Base Camp Offering International Football Events Completion of Transport projects Roof & Pitch completion Host City Event Plan for Final Draw Opening of the season event Completion of Airport Upgrade/Station improvement

Date
16 30 June 2009

Objective
Test Event

On-going TBD October 2009 1 10 December

Readiness, excitement Readiness FIFA beneficial occupation Excitement general public FIFA WORLD CUP SOUTH AFRICA 2010 involvement, City Branding, volunteers, road closures Readiness

FOR HOST CITY CAPE TOWN

TBD

Pele Exhibition Opening

November 2009 World Cup

December 2009 December 2009

Investor confidence World Football Player lends his name to CT

Readiness, confidence, Afro pessimism Target Media with service offerings

Symbolic Hand-over of the stadium to FIFA World Broadcasters Meeting City Hosted Event

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

PHASE 3

Target Market
Primary target market remains international audience Phase 2 and 3 are the Citys 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 FOR HOST CITY CAPE TOWN Communication focus moves from general Destination Marketing FIFA WORLD CUP SOUTH AFRICA 2010 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

PHASE 3 Phase 3
Strategic Objectives To position the City to host more FIFA events Addressing Afro pessimism Build and enhance marketing initiatives that already work Messaging to incorporate imagery of The Party Capital and The place to be in 2010 and Africas Greatest Destination. Tapping into themes in the official slogan Celebrate, African, Humanity This messaging to continue through the competition phase In addition to tactics listed in Phase 2 Decoration programme to include Proposed Base Camp Hotels Merchandise (posters, T-shirts, flags, fan goodies) to be readily available throughout the City Fan Mile decoration and information panels, branding, signage

Campaign

Tactics

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 FOR HOST CAPE TOWN Cape Town to present a magnificent facility completed on timeCITY and to specification
FIFA WORLD CUP SOUTH AFRICA 2010

Supporting Events

Supporting Events
Event/Milestone
Stadium Test Event

Date
February 2010

Objective
Test Event

Stadium Grand Opening Event March 2010

Completion of the Temporary Seating & Test Event Potential FIFA Events April 2010 June 2010

Readiness, excitement, operational test event

Readiness, excitement, operational test event Destination marketing opportunity

Phase 4 The 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

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 Citys main event related activities during stage, a mechanism to involve local communities

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, were here to help

PHASE 5
The campaign
During the event - See you again bintot 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

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

RISKS

Risks
Crime Transport Weather Fragmentation of efforts Non-aligned messaging

THANK YOU DANKIE ENKOSI