2010 marketing plan fifa 2010
TRANSCRIPT
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 OpportunitiesEnvironment
•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 Opportunities
ECONOMIC OPPORTUNTIES
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
Marketing Objectives
2010 MARKETING PLAN 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
International
• FIFA (& other event owners)•Media
• Capacity to host events, iconic sites to enhance FIFA guest experiences•Iconic sites, passionate people, culture. History, readiness, opportunities
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
FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010
•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
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 hand-over
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
Primary Target Audience
CAMPAIGN PHASES
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 Campaign
PHASE 1
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
The Campaign
PHASE 1
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
Supporting Events
PHASE 1
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
Supporting Events
PHASE 1
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 Stadium16 June 2009 – 15 December 2009
Target Market Shift
PHASE 2
•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
FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010
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 phase
Tactics •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
The Campaign
PHASE 2
FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010
• 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
Supporting EventsPHASE 2
FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010
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 Excitement – general public involvement, City Branding, volunteers, road closures
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
Phase 3
Preparation and Anticipation!Tangible Excitement
The Cape Town Stage is Prepared15 December 2009 – 11 June 2010
Target Market
PHASE 3
FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010
•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
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
The Campaign
PHASE 3
FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010
•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
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 4The biggest Show on earth
Participants and guests arrive in Cape TownWill we deliver the destination promise?
The 2010 Party Capital
11 June 2010 – 11 July 2010
2010 FIFA World Cup ™
PHASE 4
• 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 5Post 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
The campaign
PHASE 5
•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
Marketing Partners
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