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

•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 OPPORTUNTIES

Economic Opportunities

Opportunity Result

Visitor Economy •Contribute to national &

continental prestige and profile
Event Media Exposure •To facilitate local benefits for
people/firms/communities

Access to infrastructure
investment and facilities
 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
 TARGET MARKETS

Target Markets
Category Target Market Messaging
Local •Residents of Cape Town, WCape •Updates on preparations
•Business • Updates on expected arrival information
•Service providers (Transport & •Information on programmes to participate
Accommodation) (e.g. sign-up programme)
•Media • Specific event information ( e.g. road
•Partnership agencies (CT closures and the rights protection
Tourism, CT Partnership,CTRU, programme)
Wesgro, business, soccer •Capacity and readiness
fraternity) •Excitement & enthusiasm to host and
•Staff (Province, City) receive guests

National • Partners (National Government, • Cooperation and partnership

LOC & Other Host Cities) •Readiness, Excitement
•Media •Tourism, investment opportunities

• FIFA (& other event owners) • Capacity to host events, iconic sites to
International •Media enhance FIFA guest experiences
•Iconic sites, passionate people, culture.
History, readiness, opportunities
 PRE-CAMPAIGN PHASE

Pre-Campaign Phase
• CapeTown 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
•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
FOR HOST CITY CAPE TOWN
•Five (5) phases are proposed FIFA WORLD CUP SOUTH AFRICA 2010
•Aligned to Major FIFA events and milestones in the build-up to 2010
 CAMPAIGN PHASES

Campaign Phases
Phase Dates Major Message
Events/Milestones
Phase 1 11 June 2008 – 2 Years to go milestone - Target Audience (mainly local &
16 June 2009 Confederations Cup (1 Year to national)
go) Embracing, Emotive & Readiness

Phase 2 16 June 2009 – Confederations Cup to Final Target Audience (International)

15 December Draw/WBM2 and Stadium hand- Attractive destination
2009 over
Humanity, Diversity, Fun

Phase 3 15 December Stadium Hand-over & post Final Target Audience (International)
2009 – 11 June Draw to FIFA Congress Attractive Destination
2010 Humanity, Diversity, Fun

Phase 4 11 June – 2010 FIFA World Cup™ Event Target Audience (International)
11 July 2010 Attractive Destination
Humanity, Diversity, Fun
(note: Host City content competes
with Football content)

Phase 5 11 July 2010 – Post Event Target Audience (Local, national &
December 2010 Brazil)
Post event statistics, economic impact
and key learning
 CAMPAIGN PHASES

Primary Target Audience

Target Audience Campaign Phases

International
Market 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

Phase 1 Campaign
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 2010
e.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
 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
 PHASE 1

Supporting Events

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
 PHASE 1

Supporting Events

Event/Milestone Date Objective

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 June 2009 Test event/Promotional
initiatives opportunity
 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
 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
 PHASE 2

Phase 2

Strategic Objectives To position the City to host events

Addressing Afro pessimism
Build 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 FORcompetition
HOST CITYphaseCAPE TOWN

Tactics •Billboards FIFA WORLD CUP SOUTH AFRICA 2010

•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
 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
FOR HOST CITY CAPE TOWN
•The World Cup Party Preparations
•Accommodation FIFA WORLD CUP SOUTH AFRICA 2010
•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
 PHASE 2
Supporting Events
Event/Milestone Date Objective
Confederations Cup Fan Park, 16 – 30 June 2009 Test Event
Media Service and Stadium Tours,
Visitor Services, Base Camp
Offering
International Football Events On-going Readiness, excitement

Completion of Transport projects TBD Readiness

Roof & Pitch completion October 2009 FIFA beneficial occupation

FOR HOST CITY CAPE TOWN
Host City Event Plan for Final 1 – 10 December Excitement – general public
Draw – Opening of the season FIFA WORLD CUP
involvement, SOUTH AFRICA 2010
City Branding,
event volunteers, road closures
Completion of Airport TBD Readiness
Upgrade/Station improvement
Pele Exhibition Opening November 2009 – Investor confidence – World
World Cup Football Player lends his name to
CT
Symbolic Hand-over of the December 2009 Readiness, confidence, Afro
stadium to FIFA pessimism
World Broadcasters Meeting City December 2009 Target Media with service offerings
Hosted Event
 Phase 3
Preparation and Anticipation!
Tangible Excitement
The Cape Town Stage is Prepared
15 December 2009 – 11 June 2010
 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
FOR HOSTMarketing
•Communication focus moves from general Destination CITY CAPE TOWN
•Carries a distinctive football specific FIFA WORLD CUP SOUTH AFRICA 2010
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 events
Addressing Afro pessimism
Build 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
 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 FORonHOST
timeCITY
and CAPE TOWN
to specification
FIFA WORLD CUP SOUTH AFRICA 2010
 Supporting Events

Supporting Events

Event/Milestone Date Objective

Stadium Test Event February 2010 Test Event
Stadium Grand Opening Event March 2010 Readiness, excitement,
operational test event
Completion of the Temporary April 2010 Readiness, excitement,
Seating & Test Event operational test event
Potential FIFA Events June 2010 Destination marketing
opportunity
 Phase 4
The 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

 PHASE 4

2010 FIFA World Cup ™

• Arrivalof 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
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
 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
 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
 RISKS

Risks

•Crime
•Transport
•Weather
•Fragmentation of efforts
•Non-aligned messaging
THANK YOU
DANKIE
ENKOSI