slide1 n.
Download
Skip this Video
Loading SlideShow in 5 Seconds..
2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN PowerPoint Presentation
Download Presentation
2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN

Loading in 2 Seconds...

play fullscreen
1 / 34

2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN - PowerPoint PPT Presentation


  • 2336 Views
  • Uploaded on

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

loader
I am the owner, or an agent authorized to act on behalf of the owner, of the copyrighted work described.
capcha
Download Presentation

PowerPoint Slideshow about '2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN' - ostinmannual


An Image/Link below is provided (as is) to download presentation

Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.


- - - - - - - - - - - - - - - - - - - - - - - - - - E N D - - - - - - - - - - - - - - - - - - - - - - - - - -
Presentation Transcript
slide1

2010 FIFA WORLD CUP ™

HOST CITY: CAPE TOWN

MARKETING PLAN

MAY 2008

slide2

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
slide3

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
slide4

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
slide5

ECONOMIC OPPORTUNTIES

Economic Opportunities

slide6

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
slide7

TARGET MARKETS

Target Markets

slide8

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

Two Years to Go!

Host City: Cape Town

Marketing Campaigns

slide10

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

slide11

CAMPAIGN PHASES

Campaign Phases

slide12

CAMPAIGN PHASES

Primary Target Audience

phase1

Phase1

The Build-up Phase

11 June 2008 – 16 June 2009

slide14

PHASE 1

Phase 1 Campaign

slide15

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
slide16

PHASE 1

Supporting Events

slide17

PHASE 1

Supporting Events

phase 2

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

slide19

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
slide20

PHASE 2

Phase 2

FOR HOST CITY CAPE TOWN

FIFA WORLD CUP SOUTH AFRICA 2010

slide21

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

slide22

PHASE 2

Supporting Events

FOR HOST CITY CAPE TOWN

FIFA WORLD CUP SOUTH AFRICA 2010

phase 3

Phase 3

Preparation and Anticipation!

Tangible Excitement

The Cape Town Stage is Prepared

15 December 2009 – 11 June 2010

slide24

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

slide25

PHASE 3

Phase 3

slide26

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

slide27

Supporting Events

Supporting Events

phase 4 the biggest show on earth

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

slide29

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
phase 5

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

slide31

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
slide32

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
slide33

RISKS

Risks

  • Crime
  • Transport
  • Weather
  • Fragmentation of efforts
  • Non-aligned messaging
slide34

THANK YOU

DANKIE

ENKOSI