Leveraging Leveraging 2010 2009 – 2010 Campaign Rollout

LeveragingLeveraging 2010

2009 – 2010

Campaign Rollout

• Use 2010 FIFA World Cup as an opportunity to promote SA as a destination

• Campaign is targeted at soccer fans globally and focuses on the people & culture of SA

• Opportunity to develop domestic campaign using key elements of this campaign

• PARTNERS:

• SA Tourism / DFA – (global focus)

• IMC (Focus on domestic & Africa)

• Provincial Tourism authorities & Cities (domestic)

• Organizing Committee – focus on the event global and domestic

• Commercial 2010 partners – MTN, Coke, Emirates, etc

Background

It’s time to come and see just why this vibrant country was awarded the FIFA World Cup 2010.

It’s time to come and see just why the first World Cup in Africa will be like no World Cup ever

before- because it’s being hosted by a country that is like no other country.

It’s time to come and feel that rhythm. To feel just why it feels good to be South African.

It’s time to join us in celebrating the South African success story.

2010 / An Invitation

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

Leveraging 2010 / The 5 Phases of the Campaign

Pre-Launch

Launch

Pre-2010 World Cup

2010 World Cup

Post 2010 World Cup

Present to May 2009

9-12 May 2009

13 May 2009 -10 June 2010

11 June – 11 July 2010

12 July 2010 – Dec 2010

Fourth quarter, FY 08-09 First quarter, FY 09-10

Pre-2010 Launch 2010 Launch and Pre-2010 World Cup

March 09 April 09 May 09 June 09

Global Media Attract Attract Engage Engage & Retain

2010 TVC launches TVC continues flighting

TV Sponsorship: Road to 2010 TV Sponsorship: Road to South Africa's 2010

Activations Attract Attract Engage Engage

Invite host cities to Indaba Opening Ceremony British & Irish Lions Tour

Branding and collateral delivered Soccer Event Confederations Cup

Launch 2010 campaign to SAT staff 2010 Stand Diski dance activation

Diski dancers transported to Indaba Activations driving visitors to stand Give away tickets

2010 give-aways handed out Radio promotion

Workshops for host city reps Handout 2010 collateral

2010 Balloon Postcard map handouts

Digital Attract Attract Engage Engage

Interim Site development Interim Site development Launch 2010 Site Launch 2010 Mobile Application

Launch 2010 campaign to SAT staff Launch TVC online Launch Diski competition on YouTube

YouTube, MySpace, Blogs, Facebook Launch Photographic competition

“Related content” drivers Distribute from digital assets

Diski dance moves video on site Monitor blogs, YouTube, FaceBook

Downloads of collateral on site Traffic Drivers

microsite exposure & ddc/contact directory PPC Keyword driver

Call to action to leverage collateral Distribute content from events

Capture Stations

PR Attract Attract Engage Engage

Identify journalists Dance ‘workshop’ at Beach party Mega fam invitations

Identify SA and African hosts Media FaceOff All flights, itineraries etc finalised

Prepare itineraries Media emphasis on 2010 tactical messages Social/digital media PR continues

Brief trade and product Messaging around ‘balloon activation’ At least one media release a month

Prepare all collateral Messaging on balloons & SA’s countdown Stakeholder briefing document issued

Set up & confirm meetings Drive stakeholders to digital media Confederations Cup

RSS feeds, newsgroups, Facebook etc Social/digital media PR continues Continue fine-tuning mega fam details

Messaging document circulated At least one media release a month Confirm meeting diaries

Deliver dance video Stakeholder briefing document issued Ensure families attend dance wkshp

Social/digital media PR kicks off Updates on ‘balloon activations’

At least one media release a month

Prepare stakeholder brief

Second quarter, FY 09-10

Pre 2010 World Cup

July 09 August 09 September 09

Global Media Engage Engage Engage

TVC continues flighting TVC continues flighting TVC continues flighting

TV Sponsorship: Road to South Africa's 2010 TV Sponsorship: Road to South Africa's 2010 TV Sponsorship: Road to South Africa's 2010

TV Sponsorship: Road to 2010 TV Sponsorship: Road to 2010

Print Print Print

Activations Engage Engage Engage

British & Irish Lions Tour IT & ME

Vodacom Challenge 2010 Stand

Diski dance activation 2010 Activations driving visitors to stand

Give away tickets 2010 give-aways are handed out

Radio promotion

Handout 2010 collateral

Postcard map handouts

Digital Engage Engage Engage

Distribute from digital assets Distribute from digital assets Distribute from digital assets

Monitor blogs, YouTube, FaceBook Monitor blogs, YouTube, FaceBook Monitor blogs, YouTube, FaceBook

Traffic Drivers Traffic Drivers Traffic Drivers

PPC Keyword driver PPC Keyword driver PPC Keyword driver

Distribute content from events Distribute content from events Distribute content from events

PR Engage Engage Engage

Mega fam invitations issued to journalists Mega fam invitations issued to journalists Mega fam invitations issued to journalists

All flights, itineraries etc finalised All flights, itineraries etc finalised All flights, itineraries etc finalised

Social/digital media PR continues Social/digital media PR continues Social/digital media PR continues

At least one media release a month At least one media release a month At least one media release a month

Stakeholder briefing document issued Stakeholder briefing document issued Stakeholder briefing document issued

Third quarter, FY 09-10

Pre 2010 World Cup

October 09 November 09 December 09




TV Sponsorship: Road to 2010 TV Sponsorship: Road to 2010 TV Sponsorship: Road to 2010


Soccer sand sculptures on beaches Soccer sand sculptures on beaches

WTM & Soccerex

2010 Stand

Diski dance activation 2010 Activations driving visitors to stand

Give away tickets 2010 give-aways are handed out

Radio promotion Final Draw

Handout 2010 collateral Diski dance activation

Postcard map handouts Give away tickets

Radio promotion















WTM

Dance ‘workshop’ at SA stand

Media interventions focus on dance and 2010

Big media fam Big media fam

Deliver mega fam Deliver mega fam

Monitor coverage and sweat it Monitor coverage and sweat it

Video- and podcasts posted regularly Video- and podcasts posted regularly

Post news every day to news groups Post news every day to news groups

Personal delivery of ‘experience pack’ Personal delivery of ‘experience pack’

Fourth quarter, FY 09-10

Pre 2010 World Cup

January 10 February 10 March 10




TV Sponsorship: Road to 2010 TV Sponsorship: Road to 2010 TV Sponsorship: Road to 2010

TV Sponsorship - BBC World (Sport Today) TV Sponsorship - BBC World (Sport Today) TV Sponsorship - BBC World (Sport Today)

Print Print Print


Soccer sand sculptures on beaches Soccer sand sculptures on beaches ITB

African Nations Cup Meetings Africa & AIME 2010 Stand

Diski dance activation 2010 Stand 2010 Activations driving visitors to stand

Give away tickets 2010 Activations driving visitors to stand 2010 give-aways are handed out

Radio promotion 2010 give-aways are handed out



BIT

2010 Stand

2010 Activations driving visitors to stand

2010 give-aways are handed out













Big media fam Monitor coverage received from fam Monitor coverage received from fam

Deliver mega fam FIFA media centre media packs FIFA media centre media packs

Monitor coverage and sweat it Compile pre and post media tour itineraries Compile pre and post media tour itineraries

Video- and podcasts posted regularly ‘Media arsenal’ (Welcome, etc) campaign ‘Media arsenal’ (Welcome, etc) campaign

Post news every day to news groups Meetings Africa ITB

Personal delivery of ‘experience pack’ Dance ‘workshops’ at SA stand Dance ‘workshops’ at SA stand

Media interventions focus on dance and 2010 Media interventions focus on dance and 2010

First quarter, FY 10-11

Pre-2010 World Cup 2010 World Cup

April 10 May 10 June 10


TBC TBC TBC


Graffiti wall in Newtown SAT 2010 hot-air balloons / blimps SAT 2010 hot-air balloons / blimps

Soccer ball countdown World Cup

Photography campaign & competition Diski dance at Opening Ceremony and matches

Indaba 2010 & IMEX Photography competition

2010 Stand 2010 brochures and postcard maps

2010 Activations driving visitors to stand

2010 give-aways are handed out


Distribute from digital assets Distribute from digital assets In Country Campaigns

Monitor blogs, YouTube, FaceBook Monitor blogs, YouTube, FaceBook Experiences uploaded to site

Traffic Drivers Traffic Drivers Mobile application expanded

PPC Keyword driver PPC Keyword driver Google opening day

Distribute content from events Distribute content from events Photographic Competition promotion

Video of famous SAcans doing the 2010 dance

Send digital material (dance moves, music) TVCs out

In Country Campaigns

Experiences uploaded to site

Mobile application expanded

Google opening day

Photographic Competition promotion


Mega fam invitations issued to journalists Mega fam invitations issued to journalists Issue 2010 destination and national stories

All flights, itineraries etc finalised All flights, itineraries etc finalised Mega fam invitations issued to journalists

Social/digital media PR continues Social/digital media PR continues All flights, itineraries etc finalised

At least one media release a month At least one media release a month Social/digital media PR continues

Stakeholder briefing document issued Stakeholder briefing document issued At least one media release a month

Monitor coverage received from fam Stakeholder briefing document issued

FIFA media centre media packs

Compile pre and post media tour itineraries

‘Media arsenal’ (Welcome, etc) campaign

Second quarter, FY 10-11

2010 World Cup Post 2010 World Cup

July 10 August 10 September 10


TBC TBC TBC


SAT 2010 hot-air balloons / blimps Photography competition – voting opens Winners of photography competition announced

World Cup

Diski dance at Opening Ceremony and matches

Photography competition

2010 brochures and postcard maps


In Country Campaigns Leverage visitor content / experiences Leverage visitor content / experiences

Experiences uploaded to site Online PR & Content syndication Online PR & Content syndication

Mobile application expanded Continue to drive users to southafrica.net Continue to drive users to southafrica.net

Google opening day Promote the competition Winners of photography competition announced

Photographic Competition promotion


Issue 2010 destination and national stories Drive ‘events capability’ & BT offerings Drive ‘events capability’ & BT offerings

Mega fam invitations issued to journalists Issue ‘brag’ stories Issue ‘brag’ stories

All flights, itineraries etc finalised Talk about the wealth of SA experiences Talk about the wealth of SA experiences

Social/digital media PR continues Stories of success and confidence. Stories of success and confidence.

At least one media release a month Social/digital media PR continues Social/digital media PR continues

Stakeholder briefing document issued At least one media release a month At least one media release a month

Third quarter, FY 10-11

Post 2010 World Cup

October 10 November 10 December 10


TBC TBC TBC


Coffee table book launched


Leverage visitor content / experiences Leverage visitor content / experiences Leverage visitor content / experiences

Online PR & Content syndication Online PR & Content syndication Online PR & Content syndication

Continue to drive users to southafrica.net Continue to drive users to southafrica.net Continue to drive users to southafrica.net


Drive ‘events capability’ & BT offerings Drive ‘events capability’ & BT offerings Drive ‘events capability’ & BT offerings

Issue ‘brag’ stories Issue ‘brag’ stories Issue ‘brag’ stories

Talk about the wealth of SA experiences Talk about the wealth of SA experiences Talk about the wealth of SA experiences

Stories of success and confidence. Stories of success and confidence. Stories of success and confidence.



2010 Tool kits – Leverage PartnershipsTool kits Contain:• Diski TVC• Diski moves & music• Banners• Posters• 2010 Lifestyle Guide• Maps

2010Pre-2010 World Cup

PRE-2010 WORLD CUP – 13 May-10 July 2010ENGAGE

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

Target Audience: Consumers

Message: Come experience (like never before)

Global Media

• 2010 TVC flights on CNN EMEA & USA, BBC World, Eurosport, NewsCorp

9 May 2009 – March 2010

• 2010 Print on CNN EMEA

July – end September 2009 January – end March 2010

• TV Sponsorship - Eurosport: Road to 2010

9 May – June 2009 August 2009 – April 2010

• TV Sponsorship - News Corps (Sky, .Fox & ESPN): Road to South Africa's 2010

• TV Sponsorship - BBC World (Sport Today)

11 January – 22 February 2010


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


Message: Come experience (like never before)

Activations

• International Fan Parks

• Soccer ball countdown

• Cylinder filled with autographed soccer balls in host cities - soccer balls are removed as we count down days to the World Cup

• Photography campaign & competition

British & Irish Lions Tour – June/July 2009

Partnership Opportunities

• Coke Trophy Tour, Emirates, MTN

April 2010

• Graffiti wall in Newtown

May 2010 – July 2010

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

• Diski dance activation and give away tickets to the next sporting event

• Radio promotion to win tickets to the next sporting event

• Handout 2010 collateral

• Postcard map handouts in establishments that enter(ed) Eteya & Welcome.

FIFA World Cup Qualifiers – June-Nov 2009

LAUNCH – 9-12 May 2009 ENGAGE

Indaba Objective: To convince the stakeholders to leverage on our 2010 campaign using our collateral

International Objective: To excite the world about how warm, friendly and welcoming destination SA

Target Audience: Trade, Sponsors, Host Cities, SAT and International consumers

Indaba Message: Use South Africa’s uniqueness and passion to welcome your guests

International Message: Come and celebrate the unique passion, exuberance and rhythm of SA

Digital

• Launch the 2010 Site leveraging the ATL Campaign Idea

• Launch TVC online

• Seed YouTube, MySpace, Blogs, Facebook with content generated from the launch

• Create and promote “Related content” drivers to southafrica.net V2

• Diski Moves & How to application on site

• Downloads of collateral on site

• Promotion of microsite exposure and product ddc/contact directory on site (enable consumers to engage with trade)

• Call to action for product to leverage the campaign collateral within their markets

• Capture Stations for product to upload detail and understand where it will be used

LAUNCH – 9-12 May 2009 ENGAGE

Indaba Objective: To convince the stakeholders to leverage on our 2010 campaign using our collateral

International Objective: To excite the world about how warm, friendly and welcoming destination SA

Target Audience: Trade, Sponsors, Host Cities, SAT and International consumers

Indaba Message: Use South Africa’s uniqueness and passion to welcome your guests

International Message: Come and celebrate the unique passion, exuberance and rhythm of SA

Public Relations

• Dance ‘workshop’ at Beach party

• Media FaceOff focuses on dance and 2010 (emphasis off of infrastructure and on excitement, rhythm)

• Media emphasis on 2010 tactical messages

• Trade messaging around ‘balloon activation’ – including promotion of balloon concept to provincial cities

• Global messaging on balloons and the hype around SA’s countdown to 2010

• Drive stakeholders to digital media

• Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion

• At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies

• Stakeholder briefing document issued to all stakeholders, host cities


Objective: To drive visitors to SA in 2010 and get them involved in the South African experience


Message: Come experience how welcoming our people are

Digital

• Distribute from digital assets (2010, southafrica.net V2 & affiliates)

• Monitor the blogs, YouTube, FaceBook and etc and participate in the online discourse steering messages to excitement,

positivity, Afro-optimism

• Traffic Drivers from Global Media Campaign

• PPC Keyword driver on 2010 and destination keywords

• Distribute content from events

June 2009

• Launch the 2010 Mobile Application for Confederation

Cup

• Launch Diski moves video competition on YouTube

• Launch Photographic competition

May 2010

• Video of famous (South) Africans doing the 2010 dance

posted on social media sites and spread virally

• Online campaign… send digital material (dance moves,

music) TVCs out SA agency and in-market agencies /

Media

May 2009 – June 2010


Objective: To drive visitors to SA in 2010 and get them involved in the South African experience


Message: Come experience how welcoming our people are

Public Relations

• Mega fam invitations issued to journalists by mid September

• All flights, itineraries etc finalised

Confed Cup June 14-28 2009

• Continue fine-tuning mega fam itinerary, host list, guest list

• Confirm prominent South Africans meeting diary

• Ensure all media/trade famils attend dance workshop

• Dance video now live on social media sites… monitor and gauge

• Updates on activities around ‘balloon activations’ in host cities

Big media fam

• Deliver mega fam: start with comprehensive briefing of journalists by CEO, LOC, Minister and ending with elaborate farewell event

• Monitor coverage and sweat it in social media, blogs, YT, FB

• Video- and podcasts posted regularly to social media sites for duration of trip and in weeks following

• Post news every day to SA newsgroup, related-interest news groups

• Personal delivery of ‘experience pack’ to guest journalists once they return home (DVD, fact sheets, wine, vuvuzelas etc)

• Dance ‘workshop’ at SA stand• Media interventions focus on dance and 2010

emphasis off of infrastructure and on excitement, 2010 tactical messages

• Monitor coverage received from fam• Prepare and issue through FIFA media

centre media packs for 2010 accredited media

• Compile pre and post media tour itineraries (suggested) for 2010 accredited media

• ‘Media arsenal’ (Welcome, etc) campaign planned for SA trade/public, ready to go beginning of June

• Dance ‘workshops’ at SA stand• Media interventions focus on dance and

2010 (emphasis off of infrastructure and on excitement, rhythm) and on 2010 tactical messages



• Early Mar early May, early Jul stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug

2010 focus at WTM

2010 focus at Meetings Africa, ITB

20102010 World Cup

2010 WORLD CUP – 13 May-10 July 2010ENGAGE

Objective: To welcome visitors and involve them in our celebration


Message: Welcome to SA. Experience SA and share your experience

Activations

• Diski dance at Opening Ceremony and matches at the World Cup

• Photography campaign continues and competition opens where entrants stand a chance to win a trip back to SA – “Win a holiday like you’ve never had before”.

• Encourage participation from all visitors to share their stories and video clips

• Crew filming people at games and posting the clips on the net.

• Distribute 2010 brochures and postcard maps to visitors

• Coffee table book, with photos voted the best in the competition, is launched

2010 Activations / During 2010





Digital

• In Country Campaigns inviting users to domestic activations and bringing user experiences into 2010 word of mouth

• Visitors experiences from the games uploaded to the site

• Mobile application expanded to serve content to in country visitors / leverage FIFA partner operators where possible

• Google opening day GoogleDoodle / Logo change / igoogle themes

• Photographic Competition promotion





Public Relations

FIFA 2010 World CupJune 11 to July 11



• Issue 2010 destination and national stories each day during championship to media in attendance and to non-attending media (world wide through in-market agencies). Eg: hot places to visit in this city/province/country/region; vox pops from ordinary South Africans about hosting the Championship; predictions by the public on likely winners, losers etc

• Jul stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug

2010Post 2010 World Cup

POST 2010 WORLD CUP – 13 May-10 July 2009 PROMOTE & CONVERT

Objective: To communicate our proven capabilities and promote WOM


Message: The South African success story... See why

Activations

• Photography competition – voting process launches

• Winners of competition are announced

• Coffee table book, with photos voted the best in the competition, is launched





Digital

• Leverage visitor content / experiences

• Online PR & Content syndication

• Continue to drive users to southafrica.net

• Promote the competition





Public Relations

• Drive ‘events capability’, Business Tourism offerings, unique settings.

• Issue ‘brag’ stories about success of 2010 and the awesome experiences discovered by fans attending the tournament.

• Now that SA is in the global limelight talk about the wealth of SA experiences and richness, diversity and affordability of the offering.

• Stories of success and confidence. An effective, fun, accessible high quality destination boasting world class infrastructure and facilities.



• Jul, Sept., Oct … stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug

Thank You

Documents

Leveraging Leveraging 2010 2009 – 2010 Campaign Rollout