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2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN

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

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2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN

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  1. 2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN MAY 2008

  2. 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

  3. 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

  4. 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

  5. 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 ECONOMIC OPPORTUNTIES Economic Opportunities

  6. 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

  7. TARGET MARKETS Target Markets

  8. 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

  9. Host City: Cape Town Marketing Campaigns Two Years to Go!

  10. 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 • Five (5) phases are proposed • Aligned to Major FIFA events and milestones in the build-up to 2010 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  11. CAMPAIGN PHASES Campaign Phases

  12. CAMPAIGN PHASES Primary Target Audience

  13. The Build-up Phase 11 June 2008 – 16 June 2009 Phase1

  14. PHASE 1 Phase 1 Campaign

  15. 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

  16. PHASE 1 Supporting Events

  17. PHASE 1 Supporting Events

  18. 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:

  19. 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

  20. PHASE 2 Phase 2 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  21. 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 • The World Cup Party Preparations • 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 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  22. PHASE 2 Supporting Events FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  23. Preparation and Anticipation! Tangible Excitement The Cape Town Stage is Prepared 15 December 2009 – 11 June 2010 Phase 3

  24. 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 • Communication focus moves from general Destination Marketing • 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 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  25. PHASE 3 Phase 3

  26. 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 on time and to specification FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010

  27. Supporting Events Supporting Events

  28. Participants and guests arrive in Cape Town Will we deliver the destination promise? The 2010 Party Capital 11 June 2010 – 11 July 2010 Phase 4The biggest Show on earth

  29. 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

  30. 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

  31. 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

  32. 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

  33. RISKS Risks • Crime • Transport • Weather • Fragmentation of efforts • Non-aligned messaging

  34. THANK YOU DANKIE ENKOSI

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