2010 TOURISM ORGANIZING PLAN

2010 TOURISM ORGANIZING PLAN

MARKETING PROGRESS REPORT

Background

2010 Tourism Organizing Plan

SAT Progress Implementing Plan

International Marketing Campaigns

Domestic Marketing Campaigns

Future 2010 Campaigns

Content

Current Tourism Trends

Institutional Coordination

Background

• In 2004 SA won the bid to host the 2010 FIFA World Cup• In 2005/06 SA Tourism in partnership with DEAT developed the

2010 Tourism Organizing Plan• The plan called for the establishment of a 2010 Event Unit within

SAT to manage its implementation• The application by SAT for funding the unit was declined• Therefore in 2007 SAT established a smaller Event Unit • The Unit developed an Events Tourism Growth Strategy which

defines its priorities and role for the 2010 FIFA World Cup• Within the context of the strategy & 2010 Tourism Organizing

Plan, the LOC, IMC & SAT defined its roles and responsibilities

Current Trends

South Africa continues to outperform global tourism growth. Global international arrivals grew by 1.3% in 2008 while arrivals to South Africa grew by 5.5%

Note: UNWTO estimates incorporate provisional data for some regions

Source: Statssa Tourism & Migration release December 2008, SAT analysis; UNWTO World Tourism Barometer, Jan 2009

8.3% 7.9%

10.2%

4.2%

13.4%

4.7%6.1%

5.5%4.6%

1.6%0.1%

11.3%

3.6%

1.3%

0%

5%

10%

15%

20%

South Africa

Africa Asia and the Pacific

Europe Middle East Americas World

07 vs 06

08 vs 07

Year-on-Year Change in Foreign Arrivals to each region%

Ch

an

ge

2007Arrivals (Millions) 9 44.2 184.9 480.1 46.4 142.1 898

2008 Arrivals (Millions) 9.6 46.9 188.3 488.5 52.9 147.6 924

*Comments captured above based on opinion of participants interviewed and anecdotal evidence

Source: StatsSA, Tourism & Migration release

Arrivals to South Africa continues its upward climb reaching 9,6 million arrivals in 2008

0

2

4

6

8

10

121

96

6

19

68

19

70

19

72

19

74

19

76

19

78

19

80

19

82

19

84

19

86

19

88

19

90

19

92

19

94

19

96

19

98

20

00

20

02

20

04

20

06

20

08

State of Emergency

Foreign Tourist Arrivals to South Africa, 1966-2008

Arr

iva

ls (

Mill

ion

s)

First Democratic Elections

Nelson Mandela released

Sanctions against South

Africa lifted

1970s and 80s – Stagnation

Stagnation drove low investment, focus on narrow white domestic

market and costs

1990-1998 – Growth

Initial period of short-term profit-taking followed by period of

investment growth and entry of foreign players

1998-2004 – Cyclicality Global events, currency volatility

drove uncertainty and short-term strategy by firms

Investment rates remain weak overall

Sanctions Era

9,6 million arrivals in 2008

Rugby

World Cup9/11

Arrivals to South Africa for 2008 grew by 5.5% over 2007 to reach 9,591,828. This growth was driven by growth in all regions with the exception of Asia and Europe which fell by 7.6% and 0.5% respectively.

AFRICAAFRICAAFRICAAFRICA

7,329,103 arrivals 7.0% up from 2007

7,329,103 arrivals 7.0% up from 2007

Central & South AmericaCentral & South America

62,988 arrivals 9.6% up from 2007


North AmericaNorth AmericaNorth AmericaNorth America



EuropeEuropeEuropeEurope

1,406,350 arrivals 0.5% down from 2007

1,406,350 arrivals 0.5% down from 2007

AsiaAsiaAsiaAsia

201,657 arrivals 7.6% down from 2007

201,657 arrivals 7.6% down from 2007

AustralasiaAustralasiaAustralasiaAustralasia



Middle EastMiddle East



Indian Ocean IslandsIndian Ocean Islands



Source: SAT Table A December 2008

Jan to Dec 2008

We estimate that we would get an additional 259,000 arrivals in 2010 as a result of the World Cup. This estimate accounts for displacement and does not distinguish between ticket-holders and non ticket-holders.

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000

Total w ithout WC 5,731 5,891 5,872 5,787 6,430 6,505 6,678 7,369 8,396 9,091 9,482 9,819 10,125 10,434 10,748 11,063 11,377 11,690 12,004 12,316 12,629

Total w ith WC 5,731 5,891 5,872 5,787 6,430 6,505 6,678 7,369 8,396 9,091 9,482 9,819 10,384 10,434 10,748 11,063 11,377 11,690 12,004 12,316 12,629

1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008e 2009T 2010P 2011P 2012P 2013P 2014P 2015P 2016P 2017P 2018P

Note: This estimate includes the FIFA family estimated at 150,0008

Additional 259k arrivals

Core Markets

Kenya

Nigeria

Botswana

USA

UK

Australia

India

France

Germany

Netherlands

Tactical Markets

Tanzania

Ghana

Lesotho

Swaziland

Singapore

Switzerland

Ireland

Investment Markets

Angola

DRC

Canada

China

Japan

Italy

Sweden

Mozambique

Zimbabwe

Watch-List Markets

Brazil

Malaysia

Egypt

Namibia

UAE

New Zealand

Belgium

Korea

Austria

Denmark

Norway

Spain

Portugal

Strategic Importance / Hubs

Bahrain

Oman

Qatar

Saudi Arabia

Ethiopia

Zambia

Senegal

Argentina

Thailand

Greece

Likely to qualify for the 2010 WC

Source: SAT Tourism Portfolio 2005-2009, Monitor Analysis

A large number of arrivals are expected to be from South African Tourism’s key source markets

Core Markets

Market presence

ATL + BTL

promotions

2010 activations

Media hosting

JMA with trade

TV & cinema

Tactical Markets

Limited

educational

trade workshops

Media hosting

TV & cinema

Investment Markets

JMA with trade

Media hosting

TV & cinema

Watch-List Markets

Print advertorials

Media hosting

Limited

activations

TV

Strategic Importance / Hubs

Opportunistic

activations

Partnership with

embassies

TV

SA Tourism Role in Markets

2010 Tourism Organizing Plan

World class African World Cup Lasting social legacy

Spread benefit to continent

Sustainable GDP growth Sustainable job creation Redistribution and

Transformation

Broader objectives of 2010 Event Mandate for Tourism

To achieve the 2010 tourism objectives we need to capitalise on opportunities presented by the World Cup and

address key tourism challenges

Capitalising on 2010 Capitalising on 2010 Arrivals and ExposureArrivals and ExposureCapitalising on 2010 Capitalising on 2010

Arrivals and ExposureArrivals and Exposure

Addressing Key Tourism Addressing Key Tourism Challenges To Deliver the Challenges To Deliver the

ExperienceExperience

Addressing Key Tourism Addressing Key Tourism Challenges To Deliver the Challenges To Deliver the

ExperienceExperience

Information and Transactional

Fulfilment

Information and Transactional

Fulfilment

Tourism-friendly Transport and Tourist

Safety & Security

Tourism-friendly Transport and Tourist

Safety & Security

Marketing and BrandingMarketing and Branding

Skills and Service Levels

Skills and Service Levels

AccommodationAccommodation

Events and AttractionsEvents and Attractions

Position South Africa to

Achieve its Tourism

mandate and broader 2010 Objectives…

… by…

…through coordinated

interventions within each

functional area.

Objectives of the 2010 Tourism PlanObjectives of the 2010 Tourism Plan Contribute to a successful event Maximise tourism value from event Enable other African countries to benefit

Brand SA as a tourism destination Advance the tourism competitiveness

agenda

2010 Tourism Organizing Plan Focus Areas

Create a national content management platform

Create interface to enable transaction booking

Research WC demand to better understand profile, perceptions and expectations

Scale-up SAT call-centre Create a 2010 national tourism volunteer

program Identify and utilise opportunities to

capture information about 2010 arrivals Develop a robust database of available

products

Engage with key stakeholders in SA and neighbouring countries to package products for 2010 and to manage displacement

Deliver the brand to convert arrivals to brand ambassadors

Identify 2010-related opportunities to brand South Africa as a world-class tourism destination

Manage displacement Increase the number of graded establishments Identify existing and alternative accommodation

for short-term spikes in demand

Ensure sufficient tourism-friendly public transportation to tourism focal points

Ensure completion & implementation of a national tourism safety plan

Address poor service levels and skills shortages at key consumer touch points

Coordinate event planning to maximize tourism value from the event

Coordinate development and upgrading of attractions

SAT / DEAT

AccommodationAccommodation

Transport & Safety

Transport & Safety

Skills & Service Levels

Skills & Service Levels

Marketing &

Branding

Marketing &

Branding

InformationInformation

Events &AttractionsEvents &

Attractions

1.1.

2.2.

3.3.

12.12.

13.13.

14.14.

15.15.

17..17..

16.16.

18.18.

5.5.

6.6.

10.10.

11.11.

9.9.

7.7.

8.8.

4.4.

SATSAT DEATDEAT

SAT Progress of 2010 Tourism Organizing Plan

InitiativeInitiative ProgressProgress

Information

Create content management platform

Launched 2010 consumer & stakeholder web portal at Indaba 2008. Currently registered 170 stakeholder organizations

Research WC demandCompleted research to understand perceptions of visitors & projected numbers for 2010

Marketing & Branding

Identify 2010 related opportunities to brand & market South Africa

Launched 2010 global marketing campaign

Partnership with Coke, FIFA, IMC, etc

Hosted foreign journalists during 2010 events

Promoted SA at international events

Summary

International Marketing Campaigns

2010 Global Campaign

• Developed a tactical 2010 campaign focused on promoting our people and culture through dance

• The diski dance campaign is aimed at show casing our hospitality and rhythm as a nation

• It is an invite to the world to come and celebrate with us as a nation• The campaign was launched at Indaba during the Opening

Celebration• The 2010 TVC is broadcast on all global media platforms – CNN,

BBC, Eurosport, Sky Sport, ESPN & CNBC Africa• Launched the 2010 domestic campaign with IMC using the diski

dance which will be aired on SABC, ETV and MNET Supersport• The response from organizations within SA has been overwhelming

to learn the diski dance• SAT will be rolling out this campaign in all foreign and domestic

markets over the next 2 years• A five phase roll out plan has been developed and will be

implemented

Revolves around the Diski moves which will be show-cased as a

dance that represents our vibrancy and rhythm as a nation

Different scenes will show more and more people from all walks

of life doing the dance as a nation inviting visitors to do the

dance of diski

South Africans must be encouraged to participate actively in this

campaign to deliver the promise of a nation in celebration

2010 / Big Idea

Eurosport 3x brand TVCs (including: My Life, Numbers and 2010)

The Sports’ & Golf Destination programmes ,4x Sports’ Traveller programmes & 3x Business Class programmes

Sports related sponsorships:

Road to World Cup 2010

Eurogoals

US Tennis Open

World Cup Qualifiers

Spot airing around sports events:

Confederations Cup

African Cup of Nations

USA PGA

Vancouver 2010

Total Distribution: 110,500,000

South Europe and Mediterranean Countries (including: Egypt, Greece, Portugal, Spain, Turkey, etc)

West and North Europe (including: Denmark, Norway, Sweden, Switzerland, etc)

Central and East Europe (including: Croatia, Czech Republic, Poland, Romania, Russia, etc)

Global Media Partners

News Corporation 3x brand TVCs (including: My Life, Numbers and 2010)

The News Corp stable includes ESPN, Sky News, Sky Sports and .Fox


Road to South Africa 2010

ESPN Golf Focus

Sky News International

Fox Sports (LatAm)

Spot airing around sports events:

Confederations Cup

World Cup Qualifiers

African Cup of Nations

Total distribution: 118,000,000

Pan Europe

Asia (including: Korea, Singapore, Taiwan, Sri Lanka, etc)

Pan Latin America (including: Argentina, Mexico, Chile, etc


BBC 3x brand TVCs (including: My Life, Numbers and 2010)

12x 60” Journey vignettes 4x Odyssey vignettes (Madiba clip inviting the world)


Sport Today

Results Board Spot airing around sports events:

Confederations Cup World Cup Qualifiers African Cup of Nations


Europe (including: Greece, Portugal, Spain, Sweden, Switzerland, Croatia, etc)

Africa (including: Angola, Zambia, Cameroon, Ivory Coast, etc)

Middle East (including: Turkey, Iran, Israel, Egypt, Saudi Arabia, etc)

Asia (including: Hong Kong, Indonesia. Malaysia, New Zealand, Singapore, South

Korea, etc)

Americas (including: Argentina , Brazil, Colombia, Paraguay, Uruguay,

Venezuela, etc)


CNN 3x brand TVCs (including: My Life, Numbers and 2010)

5x CNN My SA ambassador vignettes

Total EAMA distribution: 150,254,274

Europe (including: Greece, Portugal, Spain, Sweden, Switzerland, Croatia, etc)

Middle East (including: Turkey, Iran, Israel, Egypt, Saudi Arabia, etc)

Africa (including: Angola, Zambia, Cameroon, Ivory Coast, etc)


National Geographic 3x brand TVCs (including: My Life, Numbers and 2010)


Europe

India

Australia

USA


PRE-2010 WORLD CUP – 13 May 09 - July 2010ENGAGE

Objective: To showcase SA and get them involved in the South African experience

Target Audience: Consumers

Message: Come experience (like never before)

ActivationsBritish & Irish Lions Tour – June/July 2009

Confed Cup – 14-28 June 2009

Vodacom Challenge – July 2009

WTM & Soccerex – November 2009

Final Draw – December 2009

African Nations Cup – January 2010

ITB – March 2010

Indaba 2010 – May 2010

BIT – January 2010

• Training of diski dances in all host cities & key countries • Diski uniform- red T-shirts used at Indaba• Production and distribution of 2010 toolkits• Media hosting• Media events • Use of Zakumi at trade shows

FIFA World Cup Qualifiers – June-Nov 2009

• 2010 Tool kits – USB arm bands

• 2010 Lifestyle Guide

• 2010 Maps

Production of Collateral

Partnerships

• Coke – Confed Cup consumer campaign and Global 2010 consumer campaign

• MTN – international starter packs, mobile platform to promote diski campaign

• Provincial / city stakeholders – promotion of diski campaign, fan parks

• 2010 NCP – activations at international & domestic 2010 related events

• Emirates / SAA – information provision, promotional of marketing campaign

• Sony, Continental Tyres, VISA

JATA Trade Show – Japan – Sep 09

Online Campaign

JOIN THE WORLD DANCE• A place where people from different countries can

upload a photo of themselves and leave their comments about SA, the Diski dance and world cup fever in general.

• The object is to get as many people from your country to enter as possible. The prize is that 200 people will be chosen from the winning country to come and experience the biggest party in South Africa.

• This is a powerful ‘community’ and ‘team’ building section of the site, which helps people who will not be traveling to the World Cup still join the overall experience.

Domestic Marketing Campaign

2010 Domestic Campaign• Aim is to get every South African to learn and do the diski dance• Diski campaign is incorporated into Fly the Flag for 2010 which is

a coordinated national 2010 campaign – IMC, GCIS, LOC, SABC• Encourages South Africans to be good hosts by doing the

following:– Fly the SA Flag– Learn the national anthem– Support Bafana Bafana– Learn the diski dance

• Campaign involves TVC, print and online platforms & activations with public and private sector partners

• Production of a tool kit with all promotional elements of the campaign

which will be distributed to all partners• Diski dancers have been trained in all host cities and will be

made available to perform at public events

2010 Domestic Campaign / Icon / Logo

2010 Domestic PR LeverageGenerate content to be used on line & mobile platforms – Facebook, Twitter, websites and mobi sites

Utilise Lucas Radebe to mobilise

Invite corporate South Africa to upload their work force doing the diski

Radio personalities and celebrities

South African sportsmen and women – Springboks, Proteas, Amaglug - glug, Banyana Banyana

Create facebook diski badges, collected on facebook profiles

Packaged content for on line distribution - PSL teams posted on clubs home pages

Mobile Diski units placed at International sporting events - Cricket, rugby ect

Tourist Z card campaign - hotels and car hire

Local Soccer teams and supporter clubs

2010 National Diski DayEngage Government, media, schools, corporate and the average South African

Utilising Lucas Radebe - we will enlist 2010 x South African corporate to become official ambassadors

Corporate’s register on line to become an official ambassador with a minimum membership fee required

Membership fees will facilitate the purchase of South African flags and Bafana Bafana T shirts

Once registered they will align themselves with an underprivileged school in their province and corporates to engage schools to teach learners the diski dance

National Diski Day will see as many South Africans as possible doing the diski dance at the same time irrespective of location

At 12H00 noon the entire country will do the diski dance regardless if you are in a mall at a taxi rank - this will be broadcast live with the identified media partner

Corporate Ambassadors will be required to visit and activate the diski dance at their chosen schools whilst distributing flags and shirts

South African’s will be engaged to submit video’ s of their diski activation. All content will be uploaded to the diski site

Footage may be used to create further TVC ‘s to showcase the passion and unity of South Africans

Future 2010 Campaigns

2009 Events

EVENT ACTIVITIES

WTMNovember 09London

• Media event• Experiential exhibition

EVENT ACTIVITIES

SoccerexNovember 09

• Media event• Host foreign media

EVENT ACTIVITIES

FIFA QualifiersJuly – Nov 09

• Media events to welcome participating countries in each qualifying market

EVENT ACTIVITIES

Final DrawDecember 09

• Media event• Host foreign media

2009/10 Events

EVENT ACTIVITIES

Indaba 2010May 2010

• Media event• Soccer activation

EVENT ACTIVITIES

ITBMarch 2010

• Media event• Soccer activation

Institutional Coordination

International Domestic Africa

LOC 1.Promo (Ad)2.Magazine Programme (FIFA)3.Reputation Management4.Visiting qualifying Countries (2009/10 Road shows

1.Confederations Cup – public activations2.Promo (Ad)3.SA United (Incl. IMC, GCIS)

1.Communications Affiliates Promo (Ad)

SAT 1.2010 Global Campaign – Diski Dance2.Relationship with Media 3.WTM, ITB, Indaba

1. Shot Left ( using shot left to promote the Diski dancers)

2. Media Relationships

1. Global advertising2. Media relations3. Event marketing

IMC 1. Mass Mobilisation2. Fly the Flag Campaign3. National Partnership

Conference

1. TV Advert2. World Economic Forum

on Africa – Cape Town (partnership with The Dti)

GCIS 1. Reputation Management 1. Fly the Flag campaign2. Roadshows – Tertiary3. Provincial mass

mobilisation Roadshows

TBA

SABC 1. Siyanqoba2. Sea of Gold3. Greening the Nation4. Every Child a Radio

1. African Union of Broadcasters Conference

Agreed Roles - National

Provincial Tourism Authorities

1.Packaging of provincial tours2.Marketing of provincial destinations3.Provincial marketing coordination4.Information management – provincial accommodation stats

Host City Tourism Authorities

1.Packaging of city tours2.Marketing of city attractions3.Information management – city accommodation stats4.Event management

Host City 2010 Units 1.Management of safety & security plans2.Management of transport plans3.Management of infrastructure upgrades4.Logistical support to LOC5.Management of volunteer program

Provincial & Local

2010 Structures

• 2010 SA LOC Board sub-committee on Marketing & Communication

• 2010 National Communication Partnership – IMC, GCIS, LOC, FIFA, other relevant govt depts

• 2010 International Relations Coordinating Committee• Tourism Cluster• Provincial Tourism CEO 2010 Working Group

Post 2010 Strategy

• SAT / SRSA / DT / SASCOC developing sport tourism strategy aimed at securing international events for SA post 2010

• Strategy should be completed by Feb 2010• Sports Tourism Exhibition to be staged in June 2011 • Host city will be announced in Sep 2009• Exhibition aimed at show casing SA’s ability to host

international events• Involves participation of sports and tourism sectors• Sports Tourism conference to precede exhibition

Documents

2010 TOURISM ORGANIZING PLAN