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

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 OpportunitiesEnvironment

•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 Opportunities

ECONOMIC OPPORTUNTIES

Opportunity Result

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

Event Media Exposure

Access to infrastructure investment and facilities

Marketing Objectives

2010 MARKETING PLAN 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 Target Market Messaging

Local •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)

•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

National • Partners (National Government, LOC & Other Host Cities)•Media

• Cooperation and partnership•Readiness, Excitement•Tourism, investment opportunities

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

FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010

•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

Campaign Phases

CAMPAIGN PHASES

Phase Dates Major Events/Milestones

Message

Phase 1 11 June 2008 – 16 June 2009

2 Years to go milestone - Confederations Cup (1 Year to go)

Target Audience (mainly local & national)Embracing, Emotive & Readiness

Phase 2 16 June 2009 – 15 December 2009

Confederations Cup to Final Draw/WBM2 and Stadium hand-over

Target Audience (International)Attractive destinationHumanity, Diversity, Fun

Phase 3 15 December 2009 – 11 June 2010

Stadium Hand-over & post Final Draw to FIFA Congress

Target Audience (International)Attractive DestinationHumanity, Diversity, Fun

Phase 4 11 June – 11 July 2010

2010 FIFA World Cup™ Event Target Audience (International)Attractive DestinationHumanity, Diversity, Fun(note: Host City content competes with Football content)

Phase 5 11 July 2010 – December 2010

Post Event Target Audience (Local, national & Brazil)Post event statistics, economic impact and key learning

Primary Target Audience

CAMPAIGN PHASES

Target Audience Campaign Phases

InternationalMarket 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 Campaign

PHASE 1

Strategic Objectives •Residents to embrace the event•Readiness (milestones)•Local preparation to enhance visitor experience•International marketing targeting visitor groups•Business opportunities

Campaign To build excitement amongst residents and the region of the coming events - Cape Town Team 2010e.g. Coca-cola’s “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 (Nando’s – Party Capital)

Tactics •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

The Campaign

PHASE 1

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

Supporting Events

PHASE 1

Event/Milestone Date Objective

2 Years to go 11 June 2008 Readiness/Confidence/Action

CT Book Fair 14 – 17 June 2008 Excitement

Euro 2008 21 – 29 June 2008 CT Offering to target markets

Campaign launch July 2008 Billboards

Final Draw (announcement) TBC Confidence/it’s coming/business opportunities

20 Centres for 2010 TBC Legacy/Confidence

Supporting Events

PHASE 1


Small Business Week 21 – 23 August Business Opportunities

Roof Wetting Ceremony September 2008 Readiness

Poster Announcement October 2008 Excitement/Pride

Soccerex 21 – 23 November Cape Town Offering

Beijing Olympics 8 – 24 August 2008 General awareness –CT next

ITB Tourism/Berlin March 2009 Cape Town Offering

Good Food & Wine show May 2009 Cape Town, international cuisine – feel at home

Confederations Cup initiatives

June 2009 Test event/Promotional opportunity

Phase 2: Crunch Time!

Delivery of the Final Draw (1st Official FIFA Event in Cape Town )

Delivery of the Stadium16 June 2009 – 15 December 2009

Target Market Shift

PHASE 2

•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 eventsAddressing Afro pessimismBuild and enhance marketing initiatives that already work

Campaign Messaging to incorporate imagery of “The Party Capital” and “The place to be in 2010” and “Africa’s Greatest Destination”. Tapping into themes in the official slogan “Celebrate, African, Humanity” This messaging to continue through the competition phase

Tactics •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

The Campaign

PHASE 2


• 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

Supporting EventsPHASE 2



Confederations Cup Fan Park, Media Service and Stadium Tours, Visitor Services, Base Camp Offering

16 – 30 June 2009 Test Event

International Football Events On-going Readiness, excitement

Completion of Transport projects TBD Readiness

Roof & Pitch completion October 2009 FIFA beneficial occupation

Host City Event Plan for Final Draw – Opening of the season event

1 – 10 December Excitement – general public involvement, City Branding, volunteers, road closures

Completion of Airport Upgrade/Station improvement

TBD Readiness

Pele Exhibition Opening November 2009 – World Cup

Investor confidence – World Football Player lends his name to CT

Symbolic Hand-over of the stadium to FIFA

December 2009 Readiness, confidence, Afro pessimism

World Broadcasters Meeting City Hosted Event

December 2009 Target Media with service offerings

Phase 3

Preparation and Anticipation!Tangible Excitement

The Cape Town Stage is Prepared15 December 2009 – 11 June 2010

Target Market

PHASE 3


•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

Phase 3

PHASE 3

Strategic Objectives To position the City to host more FIFA eventsAddressing Afro pessimismBuild and enhance marketing initiatives that already work

Campaign Messaging to incorporate imagery of “The Party Capital” and “The place to be in 2010” and “Africa’s Greatest Destination”. Tapping into themes in the official slogan “Celebrate, African, Humanity” This messaging to continue through the competition phase

Tactics •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

The Campaign

PHASE 3


•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

Supporting Events

Supporting Events


Stadium Test Event February 2010 Test Event

Stadium Grand Opening Event March 2010 Readiness, excitement, operational test event

Completion of the Temporary Seating & Test Event

April 2010 Readiness, excitement, operational test event

Potential FIFA Events June 2010 Destination marketing opportunity

Phase 4The biggest Show on earth

Participants and guests arrive in Cape TownWill we deliver the destination promise?

The 2010 Party Capital

11 June 2010 – 11 July 2010

2010 FIFA World Cup ™

PHASE 4

• 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 5Post 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

The campaign

PHASE 5

•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

Marketing Partners

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

Documents

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