Lessons learned from the FIFA Confederations Cup 2009
2010 Central City Partners Forum LESSONS LEARNED FROM THE FIFA CONFEDERATIONS CUP 2009
Using large events to leverage urban regeneration: The 2010 FIFA World Cup™ in the Cape Town Central City
getting citizens to feel that they live in a great city
post confeds cup: the GOOD NEWS! ‘ South Africa passes World Cup test’ - BBC News (July 2009) ‘ 2010 brand advocacy set to beat Germany benchmark’ - Dr Nikolaus Eberl quoted in BizCommunity, 21 July 2009
“ The organisation was very, very good ... all in all, it was a successful dress rehearsal for the 2010 FIFA World Cup.” - Franz Beckenbauer, FIFA Executive Committee Member, on rating the 2009 FIFA Confederations Cup post confeds cup: the GOOD NEWS!
“ South Africa enjoyed a record attendance of 79% across all its FIFA Confederations Cup matches – making ours the best Confeds Cup ever. This leads us to believe that South Africa may even be able to host the best FIFA World Cup ever” - Adam Brown, Senior Operations Manager for MATCH Event Services post confeds cup: the GOOD NEWS!
323 visitors surveyed (Cape Town Tourism, UCT) 47% came just for the event 71% was attracted by culture, history & natural beauty 15% said “value for money” counts post confeds cup: the GOOD NEWS!
53% planned via internet 14 average number of days stayed 52% visited Cape Town as well 33% largest group: USA 20% second largest group: Brazil post confeds cup: the GOOD NEWS!
host city decoration plan : report back First draft presented 90% of ideas “doable” Thumbs up from FIFA
2010 CAPE TOWN PARTNERSHIP FORUM CTRU 2010 destination marketing campaign The game of soccer lasts for 90 minutes. In 2010, it’s about MORE than the game of soccer...
CAMPAIGN RATIONALE <ul><li>LEVERAGE off 2010 to: </li></ul><ul><li>strengthen Cape Town & Western Cape’s position in existing markets </li></ul><ul><li>and plant seed in new markets </li></ul>Objectives <ul><li>Facilitate stays throughout the region before, between and after matches . </li></ul><ul><li>Help visitors enjoy a fuller range of experiences before, between and after matches </li></ul><ul><li>Motivate non-soccer going visitors , and locals to experience the Cape Town and the Western Cape during the 2010 FIFA World Cup™. </li></ul>
<ul><li>Score an Adrenaline Hat Trick! </li></ul>themes <ul><li>Cheer a Killer Pass On and Off the Field </li></ul><ul><li>When your Craving Demands more than a Burger </li></ul><ul><li>Take in a bit of Cape Culture as your Team goes for Glory </li></ul><ul><li>Living it up when the Final Whistle Blows! </li></ul>OUTDOOR ACTIVE NATURAL BEAUTY GOURMET DELIGHTS <ul><li>When the Sound of the Vuvuzela Starts Getting to You </li></ul>CULTURE & HERITAGE BODY, MIND & SPIRIT COSMOPOLITAN VIBE
FOR MORE INFORMATION Detailed presentation included on the CDs Copy of the FAN AMBASSADOR Road Trip Clips included on the CDs Contact Person: Itumeleng Pooe – 021 487 4860 – [email_address] Campaign Site: www.tourismcapetown.co.za and ‘kick’ on Beyond the 90 Minutes