brand south africa and football world cup 2010 by lethepu matshaba

BRAND

SOUTH

AFRICA

AND FWC

2010

• Brand South Africa

• 2010 FIFA World Cup

• Impact of the World Cup on Brand South Africa

• Key Learnings

Content

BRAND

SOUTH

AFRICA

• Established in 2001 to help develop a positive and compelling brand image

of South Africa

International Marketing Council

Our Communications Objective: To build awareness of and positiveengagement with this new positioning amongst core target

audiences

Our Project Objectives : To transform the image of South Africa internally and externally by creating, coordinating and integrating

a compelling South African brand proposition

• Joint Partnership

– Government Communication and Information

– Business (Unilever)

– South African Tourism

– Department of Trade and Industry

– Agency

• Unilever Brand Positioning Process used to develop South

Africa’s positioning – rigour and credibility

International Marketing Council

Sustainable

Momentum

Country Vision

Vision + discriminator +

benefits

THE PRESIDENT

Build Receptiveness

Build reason to believe

extraordinary people

+ achievements

CurrentKey

Brand Key

VisionKPI

KPI

KPI

Alive with Possibility

FadingRainbow

International Marketing Council

Build receptiveness

Phase 1 Phase 2 Phase 3

Introduce Brand SA proposition

Sustain

the momentumCelebrate SA

Phased Approach

And…The Announcement

2010 FIFA

WORLD

CUP

2010 FWC

• A watershed moment

• Catalyst to help strengthen the image of South Africa and

Africa

• 9 Host Cities

– Unity in Diversity. One Voice.

• 10 Stadium

• 23 Work-streams identified

Marketing Strategic Priorities

Co-Creation of Event Platform

• Partnership – SAT

– IMC

– OC

• Analysis of previous World Cups – especially Germany 2006

• Final Agreed Slogan– KE NAKO. Celebrate Africa’s Humanity

– official slogan1.VOB

• Execution – Partnership– National Broadcaster; SAT; Host Cities ; Department of Education;

Department of Arts and Culture; IMC; FIFA;

Ke Nako. Celebrate Africa’s Humanity.

• Possibility

• Diversity

• Humanity

Some Partnership Activities

Host Cities Displays & Promotions

France : SAT

Germany 2009 - SAT

Most Successful Campaign: Football Fridays

2010 FWC

• Slogan was incorporated in the Look and Feel at selected

areas – Media, Volunteers and Accreditation Centres

Stadium Dressing

Africa’s Time had Come

And the world Joined in the

celebrations….

2010 FWC

IMPACT ON

BRAND

SOUTH

AFRICA

Overall Impact of 2010 FIFA World Cup

Tourist Spend

� The total expenditure in South Africa by tourists who came specifically for the 2010 FIFA

World Cup was R3,64bn

Tourist Volume

� A total of 309,554 foreign tourists arrived in South Africa for the primary purpose of

attending the 2010 FIFA World Cup

Length of Stay � Average length of stay by these tourists was 10.3 nights

Geographic

Spread

� Gauteng, Western Cape and KwaZulu-Natal were the most visited provinces during the

2010 FIFA World Cup receiving with more than 80,000 tourists visiting each of these

provinces

Brand

awareness

� Total awareness of South Africa as a leisure destination increased by 9% following the

event

� The intention to visit South Africa in the short term increased by 35% following the

event

Source: SAT 2010 Impact Study

1,401,725 foreign tourist arrivals in June & July 2010

Tourists who indicated their primary purpose of

visiting South Africa was to attend the 2010 FIFA

World Cup

309,554 foreign tourist arrivals for the 2010 FIFA

World Cup

Tourist Arrivals from Top Source Countries in Each Region

11% 13% 24% 32% 6% 8% 4%

1%

Total Foreign Tourist Arrivals

(309,554)

There were 309,554 foreign tourists who arrived in South Africa for

the 2010 FIFA World Cup

Foreign tourists who attended the 2010 FIFA World Cup

spent R3,64bn directly in South Africa

Total Foreign Direct Spend (excl. capex) by Region

Rand (

in M

M)

Source: SAT Departure Survey

Europe contributed the most (nearly one-fourth) in the total revenue generated by the tourists that

visited South Africa for the 2010 FIFA World Cup

South Africa’s Perception as the World Cup Host

More than two-thirds of the tourists who attended the 2010 FIFA

World Cup, perceived South Africa as a great host

Source: SAT Departure Survey

Perc

ent of T

ourists

Extremely Good

Good

Neutral

Bad

Extremely Bad

Overall Africa

Land

Africa Air Asia Australia Central &

South

America

Europe Middle

East

North

America

Experience in South Africa versus Expectation

Tourists also found their experience in the country much better than they expected before arriving to South Africa

Perc

ent of T

ourists

Source: SAT Departure Survey

Better than

Expected

Same as

Expected

Worse than

Expected

Overall Africa

Land

Africa Air Asia Australia Central &

South

America

Europe Middle

East

North

America

Future Consideration to Visit South Africa

Approximately 90% of tourists who attended the 2010 FIFA World

Cup mentioned that they will consider visiting South Africa again

in the future P

erc

ent of T

ourists

Source: SAT Departure Survey

Yes

Possibly

No

Overall Africa

Land

Africa Air Asia Australia Central &

South

America

Europe Middle

East

North

America

Recommendation to Visit South Africa

Nearly every tourist that visited South Africa for the 2010 FIFA

World Cup is willing to recommend the country to their friends

and relatives

Overall

Yes

Possibly

No

Perc

ent of T

ourists

Source: SAT Departure Survey

Africa

Land

Africa Air Asia Australia Central &

South

America

Europe Middle

East

North

America

2008 20092010

(Pre WC)2010

(Post WC)

% Change

(Pre and Post WC)

Total Awareness

Unaided Awareness

Positivity

Long Term Consideration

Likely to Seek info

Sought Info

Short Term Consideration

Visited Recently

76% 79%

19% 19%

37% 38%

32% 32%

18% 18%

22% 21%

11% 11%

8% 7%

78% 85%

18% 20%

37% 43%

31% 38%

18% 24%

22% 26%

11% 14%

7% 10%

+9%

+11%

+15%

+22%

+34%

+21%

+35%

+37%

Note: Core Markets weighted according to relative investment spend – Australia = 6%, France = 17%, Germany = 18%, India = 6%, Netherlands = 18%, UK = 18% & US = 17%;

Investment Markets weighted according to – China = 32%, Italy = 43% and Japan = 25%; Global Average, according to investment spend: Core = 91%, Non core = 9%;

2008 (n=17,501), 2009 (n=17,430), Pre World Cup (n=8,705), Post World Cup (n=3,012)

Brand Journey Scores – Longitudinal Trend

Globally, there has been a significant improvement in

South Africa’s brand, post the 2010 FIFA World Cup

Source: SAT 2010 Impact Study

This image cannot currently be displayed.

In particular, locations featured, promotional campaigns and articles in magazines

and newspapers were key sources that increased awareness of South Africa

28%29%

42%

47%49%

0%

30%

60%

Went to attend the

World Cup

4%

Heard from

tour operators

during the

World Cup

Searched on

internet during/

post the FIFA

World Cup

Read

newspapers/magazines

during the World Cup

Saw promotional

campaigns

of the World Cup

Saw locations

on TV during

the World Cup

The three key sources that helped

South Africa increase its awareness

are ‘live telecast of the

matches/associated news on TV,

promotional campaigns, and

newspaper/magazine articles about

the World Cup

Based on those who Mentioned World Cup Related Media/Channel as their First Source of Awareness, (n=1,164)

Source: SAT 2010 Impact Study

KEY

LEARNINGS

Brand South Africa

• Top Level Buy-in, endorsement and visible support

• Separate entity from government – credibility and continuity

• Its about the country - not internal competition

• Project requires sufficient funding

• Clarify Target Audience – cannot reach the whole world

• Work with others who have done it before

• Engage the media and always tell the truth

• Long Term Project ....Do it properly

• Discuss Debate and Agree process upfront and stick to it

2010 FWC

• Spectator Services is critical – future ambassadors

• Leverage the event internally and abroad

• Alignment, Alignment, Alignment

• Engage Stakeholders meaningfully – debate but make

decisions and move on

• It’s about the country

• World Class Execution is a must

• It will come and it will go

– Success is what happens long after the final whistle has been blown

• Always remember that failure is not an option

Thank you

and best of

luck Team

Ukraine!!