Transcript Document
Africa’s Greatest City, ready to welcome the World Communication, Marketing and Branding Chris Bruwer 16 April 2009 2010 FIFA WORLD CUP™ HOST CITY: CAPE TOWN COMMUNICATION OVERVIEW Media informing residents • • • • 10 Daily papers 5 Business publications 7 Weekly publications 42 community papers – 57% of residents get City news this way • 6 TV stations • 17 Radio stations • 16 News agencies COMMUNICATION TOOLS Internal, external •Media •Alerts, briefings, releases, open Council meetings, 2010 website •Media protocol and skills training •Monitoring and analysis •Staff •Contact staff magazine, e-newsletters (22 000 staff), “mainstreamed project” •Residents • City News insert in community papers • Information, education campaign with 2 media houses •Stakeholder communication • Briefings, workshops, information sessions PUBLICITY OPPORTUNITIES INFRASTRUCTURE MILESTONES Stadium • Construction milestones • FIFA President visits • FIFA/OC visits • Celebrity, opinion leaders visits • Visitor Centre lectures • Visitor Centre media backdrops • Visitor Centre events • Media, radio listener visits FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010 NAMING RIGHTS & OPERATOR Sail/Stade de France International success/local expertise Management until 2010 Operation post 2010 TRANSPORT PROJECTS Granger Bay Boulevard • ** FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010 FINAL DRAW FINAL DRAW Programme •29 November – festive lights • 2 December - Welcome function • 3 December – Stadium ceremony • 4 December – Final draw • Closing function • Scenery, summer, much to do, see FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010 Messaging considerations • African World Cup • Legacy • Grassroots involvement 2010 MARKETING PLAN ECONOMIC OPPORTUNTIES Economic Opportunities Opportunity Result Visitor Economy • Contribute Event Media Exposure Access to infrastructure investment and facilities --------------------------------------------Attract Sponsors and Advertisers to national & continental prestige and profile •To facilitate local benefits for people/ firms/ communities •Money back to the City CAMPAIGN PILLARS Events, infrastructure milestones, announcements • Use as media, marketing, promotional and community events • Create “HOST CITY EVENTS” calendar • Source Host City Event Supporters sponsorship program • Roll out of Host City Poster and branding (Airport and City) “People” campaign • Cape Town’s people, talk, fun, pride, lifestyle, food, music, places Destination campaign • Things you MUST do and places you MUST see • Plan your trip around Cape Town CAMPAIGN PHASES Campaign Phases Market Focus Local International Phase 1: 2 years to go – Confed Cup Phase 2: Confed Cup – Final Draw Phase 3: Final Draw – Kick Off Phase 4: Event Phase 5: Post-event MARKETING INITIATIVES READINESS, CONFIDENCE, EXCITEMENT •Cape Media Services • DVD with images, content, contacts • Fact sheets FOR HOST CITY CAPE TOWN • Contacts, spokespersons FIFA WORLD CUP SOUTH AFRICA 2010 • Track www.capetown.gov.za/fifaworldcup and www.fifa.com • Additional services later •International broadcaster bases in Cape Town •Media information campaign • Media24, Independent Newspapers MEDIA INFORMATION CAMPAIGN • Two dominant media houses – Independent, Media 24 •Information campaign •Outcomes campaigns •News stories •Graphics, pictures •Features •Supplements •Posters, •Competitions •Booklets, brochures •Web and radio support for print The supplements Host City Event Supporters • Right to stage Host City Events • Right to approach FIFA affiliates • Sport/Youth/Legacy/Fan Mile/PVA/Green Goal • Media partnerships will underpin this • Focus Jan 2010 to July 2010 Host City Decoration Programme Comprises Host City Plan and Third Party Advertising Master Plan Appoint Consultant April Site Audit and Survey May/June Appoint Agency to sell, install and service FOR HOST CITY CAPE TOWN produce, FIFA WORLD CUP SOUTH AFRICA 2010 Sell space for Final Draw Nov/Dec Sell space for Event April to July Dismantle and Recycle August “It’s not about the excellence of the facilities or the game, but the way people embrace the event” – Dr Danny Jordaan 420 days left!! THANK YOU DANKIE ENKOSI