Transcript Document
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 Event Media Exposure
•Contribute to national & continental prestige and profile •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
•To communicate
readiness
embrace the event (Party Capital) (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
marketing, community opportunities as media,
TARGET MARKETS
Target Markets
Category Local Target Market Messaging
•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
International
• FIFA (& other event owners) •Media • Cooperation and partnership •Readiness, Excitement •Tourism, investment opportunities • 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
•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 FOR HOST CITY CAPE TOWN 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 Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
11 June 2008 – 16 June 2009 16 June 2009 – 15 December 2009 15 December 2009 – 11 June 2010 11 June – 11 July 2010 11 July 2010 – December 2010
Major Events/Milestones
2 Years to go milestone Confederations Cup (1 Year to go) Confederations Cup to Final Draw/WBM2 and Stadium hand over Stadium Hand-over & post Final Draw to FIFA Congress 2010 FIFA World Cup™ Event Post Event
Message Target Audience (mainly local & national)
Embracing, Emotive & Readiness
Target Audience (International)
Attractive destination Humanity, Diversity, Fun
Target Audience (International)
Attractive Destination Humanity, Diversity, Fun
Target Audience (International)
Attractive Destination Humanity, Diversity, Fun
(note: Host City content competes with Football content)
Target Audience (Local, national & Brazil)
Post event statistics, economic impact and key learning
CAMPAIGN PHASES
Primary Target Audience
Target Audience Campaign Phases International Market Phase 2 Phase 3 Local/SA Market Phase 4 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 Tactics
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) •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
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
PHASE 1
Supporting Events
Event/Milestone
2 Years to go CT Book Fair Euro 2008 Campaign launch
Date
11 June 2008 14 – 17 June 2008 21 – 29 June 2008 July 2008 Final Draw (announcement) TBC 20 Centres for 2010 TBC
Objective
Readiness/Confidence/ Action Excitement CT Offering to target markets Billboards Confidence/it’s coming/business opportunities Legacy/Confidence
PHASE 1
Supporting Events
Event/Milestone
Small Business Week Roof Wetting Ceremony Poster Announcement Soccerex Beijing Olympics
Date
21 – 23 August September 2008 October 2008 21 – 23 November 8 – 24 August 2008 ITB Tourism/Berlin Good Food & Wine show Confederations Cup initiatives March 2009 May 2009 June 2009
Objective
Business Opportunities Readiness Excitement/Pride Cape Town Offering General awareness – CT next Cape Town Offering Cape Town, international cuisine – feel at home 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 Campaign Tactics
To position the City to host events Addressing Afro pessimism Build and enhance marketing initiatives that already work 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” FOR HOST CITY CAPE TOWN •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 •The World Cup Party Preparations •Accommodation •Transport •Visitor Services •Things to do FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010 •
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
Confederations Cup Fan Park, Media Service and Stadium Tours, Visitor Services, Base Camp Offering International Football Events
Date
16 – 30 June 2009 On-going Completion of Transport projects TBD Roof & Pitch completion Host City Event Plan for Final Draw – Opening of the season event Completion of Airport Upgrade/Station improvement Pele Exhibition Opening October 2009 1 – 10 December TBD November 2009 – World Cup Symbolic Hand-over of the stadium to FIFA December 2009 World Broadcasters Meeting City Hosted Event December 2009
Objective
Test Event Readiness, excitement Readiness FIFA beneficial occupation FOR HOST CITY CAPE TOWN Excitement – general public FIFA WORLD CUP SOUTH AFRICA 2010 volunteers, road closures Readiness Investor confidence – World Football Player lends his name to CT Readiness, confidence, Afro pessimism Target Media with service offerings
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 •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 Tactics
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 •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 on time and to specification FIFA WORLD CUP SOUTH AFRICA 2010
Supporting Events
Supporting Events
Event/Milestone Date
Stadium Test Event February 2010 Stadium Grand Opening Event March 2010 Completion of the Temporary Seating & Test Event Potential FIFA Events April 2010 June 2010
Objective
Test Event Readiness, excitement, operational test event Readiness, excitement, operational test event 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
•Crime •Transport •Weather •Fragmentation of efforts •Non-aligned messaging