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
•To facilitate local benefits for
people/firms/communities
Event Media Exposure
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
•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
• FIFA (& other event owners)
•Media
• Capacity to host events, iconic sites to
enhance FIFA guest experiences
•Iconic sites, passionate people, culture.
History, readiness, opportunities
International
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
•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
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 handover
Target Audience (International)
Attractive destination
Humanity, Diversity, Fun
Phase 3
15 December
2009 – 11 June
2010
Stadium Hand-over & post Final
Draw to FIFA Congress
Target Audience (International)
Attractive Destination
Humanity, Diversity, Fun
Phase 4
11 June –
11 July 2010
2010 FIFA World Cup™ Event
Target Audience (International)
Attractive Destination
Humanity, 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
CAMPAIGN PHASES
Primary Target Audience
Target Audience
Campaign Phases
International
Market
Local/SA
Market
Phase 2
Phase 1
Phase 3
Phase 4
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
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 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
competition
phaseCAPE TOWN
FOR
HOST CITY
Tactics
FIFA WORLD CUP SOUTH AFRICA 2010
•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
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
FIFA WORLD CUP SOUTH AFRICA 2010
•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
PHASE 2
Supporting Events
Event/Milestone
Date
Objective
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
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
FOR HOST CITY CAPE TOWN
Excitement – general public
FIFA
WORLD CUP
SOUTH AFRICA 2010
involvement,
City Branding,
volunteers, road closures
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
CITY CAPE TOWN
•Communication focus moves from general Destination
FIFA WORLD CUP SOUTH AFRICA 2010
•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 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
FORon
HOST
CAPE
TOWN
•Cape Town to present a magnificent facility completed
timeCITY
and 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
Seating & Test Event
April 2010
Readiness, excitement,
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 ™
• 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 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