Africa’s Greatest City, ready to welcome the World Communication, Marketing and Branding Chris Bruwer 21 April 2009 2010 FIFA WORLD CUP™ HOST CITY: CAPE TOWN

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 Media informing residents COMMUNICATION OVERVIEW

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

Internal, external COMMUNICATION TOOLS 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

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

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 Stadium INFRASTRUCTURE MILESTONES FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010 

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

NAMING RIGHTS & OPERATOR Sail/Stade de France International success/local expertise Management until 2010 Operation post 2010

Granger Bay Boulevard TRANSPORT PROJECTS FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  **

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FINAL DRAW

FINAL DRAW FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  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 Messaging considerations African World Cup Legacy Grassroots involvement

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

Messaging considerations

African World Cup

Legacy

Grassroots involvement

2010 MARKETING PLAN

Economic Opportunities ECONOMIC OPPORTUNTIES Opportunity Result Visitor Economy Contribute to national & continental prestige and profile To facilitate local benefits for people/ firms/ communities Money back to the City Event Media Exposure Access to infrastructure investment and facilities --------------------------------------------- Attract Sponsors and Advertisers

Contribute to national & continental prestige and profile

To facilitate local benefits for people/ firms/ communities

Money back to the City

Events, infrastructure milestones, announcements CAMPAIGN PILLARS 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

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 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 Local International

READINESS, CONFIDENCE, EXCITEMENT MARKETING INITIATIVES FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  Cape Media Services DVD with images, content, contacts Fact sheets Contacts, spokespersons 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

Cape Media Services

DVD with images, content, contacts

Fact sheets

Contacts, spokespersons

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

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

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

Comprises Host City Plan and Third Party Advertising Master Plan Appoint Consultant April Site Audit and Survey May/June Appoint Agency to sell, produce, install and service Sell space for Final Draw Nov/Dec Sell space for Event April to July Dismantle and Recycle August Host City Decoration Programme FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010 

“ It’s not about the excellence of the facilities or the game, but the way people embrace the event” – Dr Danny Jordaan

415 days left!! THANK YOU DANKIE ENKOSI