2010 Marketing LOC Pres 23 May 08 (2)

7/29/2019 2010 Marketing LOC Pres 23 May 08 (2)

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2010 FIFA WORLD CUP

HOST CITY: CAPE TOWN

MARKETING PLAN

MAY 2008


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Host City Objectives

HOST CITY OBJECTIVES

Host semi finals and events successfully

Party capital of Africa

Maximum public benefit and lasting legacy:InfrastructureEconomic OpportunitiesEnvironment

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


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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


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Critical Success Factors

CRITICAL SUCCESS FACTORS

Distinctive appeal & brandImaginative use of city geography and historyPolitical support, clear communications constituenciesPartnership between sectors & governmentObjectives, leadership, roles & responsibilitiesStrategic alignment


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Economic Opportunities

ECONOMIC OPPORTUNTIES

Opportunity Result

Visitor Economy Contribute to national &continental prestige and profile

To facilitate local benefits forpeople/firms/communities

Event Media Exposure

Access to infrastructureinvestment and facilities


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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 levelsTo demonstrate and showcase opportunitiesfor businesses, artists, craft to participate in the event

To encourage more travellers to Africa prior,during and post event by addressing Afro pessimismBuild and enhance marketing initiatives that already workUse events, announcements, infrastructure milestones as media,marketing, community opportunities


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Target Markets

TARGET MARKETS

Category Target Market Messaging

Local Residents of Cape Town, WCape

Business

Service providers (Transport &Accommodation)

MediaPartnership 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. roadclosures and the rights protectionprogramme)

Capacity and readiness

Excitement & enthusiasm to host andreceive 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 toenhance FIFA guest experiences

Iconic sites, passionate people, culture.History, readiness, opportunities


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Pre-Campaign Phase

PRE-CAMPAIGN PHASE

Cape Town was awarded Host City status after concludingthe Host City Agreement in February 2006

Pre-campaign stage (February 2006 11 June 2008)

Extensive national and international media coveragecosts, legal processes & challengesmilestones in stadium constructionpreparations

Informational website tracking progressHost 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


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Two Years to Go!

Host City: Cape Town

Marketing Campaigns


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Campaign Phases

CAMPAIGN PHASES

FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010

2 Years to go, need to start the build-upTiming is right: Cape Town is on trackPhased campaign to avoid 2010 burn-out & fatigueMessaging to reflect desired outcomes for a particular phaseFive (5) phases are proposedAligned to Major FIFA events and milestones in the build-up to 2010


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Campaign Phases

CAMPAIGN PHASES

Phase Dates Major

Events/Milestones

Message

Phase 1 11 June 200816 June 2009

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

Target Audience (mainly local &

national)

Embracing, Emotive & Readiness

Phase 216 June 200915 December2009

Confederations Cup to FinalDraw/WBM2 and Stadium hand-over

Target Audience (International)

Attractive destination

Humanity, Diversity, Fun

Phase 3 15 December2009 11 June2010

Stadium Hand-over & post FinalDraw to FIFA Congress

Target Audience (International)

Attractive Destination


Phase 4 11 June11 July 2010

2010 FIFA World Cup Event Target Audience (International)

Attractive Destination


(note: Host City content competes

with Football content)

Phase 5 11 July 2010December 2010

Post Event Target Audience (Local, national &Brazil)

Post event statistics, economic impactand key learning


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Primary Target Audience

CAMPAIGN PHASES

Target Audience Campaign Phases

International

Market Phase 2 Phase 3 Phase 4

Local/SA

MarketPhase 1 Phase 5


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Phase1

The Build-up Phase

11 June 2008 16 June 2009


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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 thecoming 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 thetarget audience (Nandos 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


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The Campaign

PHASE 1

FACT: Capetonians love their City

Cape Town Icons..Cape Town speak..Cape Town does.

Cape Town lovesCape Town history..Cape Town heritage

Communicate to residents what Cape Townpresents to the World ..Cape Towns 2010 Team is all its residentsBuild on the success of Host City Logo and HostCity Poster

Catchy creative and slogans to be designed byprofessional agencyCampaign on factual and milestone information


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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 targetmarkets

Campaign launch July 2008 Billboards

Final Draw (announcement) TBC Confidence/its

coming/businessopportunities

20 Centres for 2010 TBC Legacy/Confidence


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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, internationalcuisine feel at home

Confederations Cupinitiatives

June 2009 Test event/Promotionalopportunity


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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


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Target Market Shift

PHASE 2

Two Official FIFA Events will bring to South Africa the internationalmedia and the FIFA Family

Primary target market shifts from Capetonians and South Africansto the International marketBuild on confidence after the Confederations CupOptimum period to encourage more visitors to the destination forthe Final Draw and other FIFA eventsPromote the Cape Town offerings, hotels, base camps, publicviewing areas, services, infrastructure

On-going communication to the local residents required regardingpreparations and milestones


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Phase 2

PHASE 2


Strategic Objectives To position the City to host events

Addressing Afro pessimism

Build and enhance marketing initiatives that already work

CampaignMessaging 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

Tactics Billboards

City publications & website

Civic Centre, Visitor Centre, Airport, Train Station themedexhibits/billboards

Include Tourism AreasVisitor Information Centres

Tourism publications

Print adverts, video material and collateral

Broadcast material (around Final Draw)

Supported by Events and media coverage


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The Campaign

PHASE 2


An emotive campaign carrying the Destination Marketing objectives to encourageinternational visitors to purchase the ticketalign and extend SATs excellentinternational campaign with Sky News and CNN

Table MountainRobben Island

The WinelandsKirstenboschThe peopleThe World Cup Party PreparationsAccommodationTransportVisitor ServicesThings 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 developedAlign to SAT Tourism Growth StrategyTarget specific markets as teams qualify for 2010 Tournament,Tailor-make offering for the 32 teams coming to the final draw


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Supporting Events

PHASE 2



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

16 30 June 2009 Test Event

International Football Events On-going Readiness, excitement

Completion of Transport projects TBD ReadinessRoof & Pitch completion October 2009 FIFA beneficial occupation

Host City Event Plan for FinalDraw Opening of the seasonevent

1 10 December Excitement general publicinvolvement, City Branding,volunteers, road closures

Completion of AirportUpgrade/Station improvement

TBD Readiness

Pele Exhibition Opening November 2009World Cup

Investor confidence WorldFootball Player lends his name toCT

Symbolic Hand-over of the stadiumto FIFA

December 2009 Readiness, confidence, Afropessimism

World Broadcasters Meeting CityHosted Event

December 2009 Target Media with service offerings


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Phase 3

Preparation and Anticipation!Tangible Excitement

The Cape Town Stage is Prepared

15 December 2009 11 June 2010


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Target Market

PHASE 3


Primary target market remains international audiencePhase 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 relevantBuild on the success of the Final DrawCommunication focus moves from general Destination MarketingCarries a distinctive football specific messagingFacilitated by the test events in the New Green Point StadiumAfter Final Draw the countries playing in Cape Town are known

Can design adopt a country programmesCollateral to adopt a language strategyDeal-making phase for teams and base camps


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Phase 3

PHASE 3

Strategic Objectives To position the City to host more FIFA events

Addressing Afro pessimism

Build and enhance marketing initiatives that alreadywork

Campaign 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

Tactics In addition to tactics listed in Phase 2

Decoration programme to include Proposed BaseCamp Hotels

Merchandise (posters, T-shirts, flags, fan goodies) tobe readily available throughout the City

Fan Mile decoration and information panels,branding, signage


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The Campaign

PHASE 3


Phase 2 Emotive Campaign ContinuesThe 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 ???? StadiumCape Town to present a magnificent facility completed on time and to specification


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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 TemporarySeating & Test Event

April 2010 Readiness, excitement,operational test event

Potential FIFA Events June 2010 Destination marketingopportunity


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Phase 4

The biggest Show on earthParticipants and guests arrive in Cape Town

Will we deliver the destination promise?The 2010 Party Capital

11 June 2010 11 July 2010


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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 brandingHost 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 relatedactivities during stage, a mechanism to involve local communities


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Phase 5

Post Event, Reality CheckWe 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


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The campaign

PHASE 5

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 successFactual 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


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Marketing Partners

PARTNERS

FIFA/LOCSABC, Media partnersNational and Provincial governmentSA Tourism/Brand South AfricaCape Town Routes Unlimited

WesgroCape Town TourismCape Town PartnershipCape Town International AirportMetrorailTourism Attractions (Cape Nature/Robben Island/V&A Waterfront)

Cape Town International Convention CentreEvent Owners (e.g. Jazz Festival, Food & wine, Book Fair etc)FIFA PartnersOther Host CitiesSurrounding Towns in the Western CapeFIFA Family


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Risks

RISKS

Crime

TransportWeatherFragmentation of effortsNon-aligned messaging


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THANK YOU

DANKIE

ENKOSI

Documents

2010 Marketing LOC Pres 23 May 08 (2)