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Brand South Africa and Football World Cup 2010 by Lethepu Matshaba
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Brand South Africa and Football World Cup 2010 by Lethepu Matshaba

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  • 1. BRAND SOUTH AFRICAAND FWC 2010
  • 2. Content• Brand South Africa• 2010 FIFA World Cup• Impact of the World Cup on Brand South Africa• Key Learnings
  • 3. BRANDSOUTHAFRICA
  • 4. International Marketing Council• Established in 2001 to help develop a positive and compelling brand image of South Africa Our Project Objectives : To transform the image of South Africa internally and externally by creating, coordinating and integrating a compelling South African brand proposition Our Communications Objective: To build awareness of and positive engagement with this new positioning amongst core target audiences
  • 5. International Marketing Council• 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
  • 6. International Marketing Council Alive with Possibility Brand Key Vision KPI Sustainable Momentum KPI KPI Country Vision Vision + discriminator + Build Receptiveness benefits Build reason to believe Current extraordinary people THE PRESIDENT Key + achievements Fading Rainbow
  • 7. Phased Approach Sustain Celebrate SA the momentum Introduce Brand SA proposition Build receptivenessPhase 1 Phase 2 Phase 3
  • 8. And…The Announcement
  • 9. 2010 FIFA WORLD CUP
  • 10. 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
  • 11. Marketing Strategic Priorities
  • 12. 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;
  • 13. Ke Nako. Celebrate Africa’s Humanity. • Possibility • Diversity • Humanity
  • 14. Some Partnership Activities
  • 15. Host Cities Displays & Promotions
  • 16. France : SAT
  • 17. Germany 2009 - SAT
  • 18. Most Successful Campaign: Football Fridays
  • 19. 2010 FWC• Slogan was incorporated in the Look and Feel at selected areas – Media, Volunteers and Accreditation Centres
  • 20. Stadium Dressing
  • 21. Africa’s Time had ComeAnd the world Joined in the celebrations….
  • 22. 2010 FWCIMPACT ON BRAND SOUTH AFRICA
  • 23. Overall Impact of 2010 FIFA World Cup A total of 309,554 foreign tourists arrived in South Africa for the primary purpose of Tourist Volume attending the 2010 FIFA World Cup The total expenditure in South Africa by tourists who came specifically for the 2010 FIFA Tourist Spend World Cup was R3,64bn Length of Stay Average length of stay by these tourists was 10.3 nights Gauteng, Western Cape and KwaZulu-Natal were the most visited provinces during the Geographic 2010 FIFA World Cup receiving with more than 80,000 tourists visiting each of these Spread provinces Total awareness of South Africa as a leisure destination increased by 9% following the Brand event awareness The intention to visit South Africa in the short term increased by 35% following the event Source: SAT 2010 Impact Study
  • 24. There were 309,554 foreign tourists who arrived in South Africa for the 2010 FIFA World Cup 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 Total Foreign Tourist 11% 13% 24% 32% 6% 8% 4% Arrivals(309,554) 1%
  • 25. Foreign tourists who attended the 2010 FIFA World Cup spent R3,64bn directly in South Africa 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 Total Foreign Direct Spend (excl. capex) by Region Rand (in MM)Source: SAT Departure Survey
  • 26. More than two-thirds of the tourists who attended the 2010 FIFA World Cup, perceived South Africa as a great host South Africa’s Perception as the World Cup Host Extremely Good Good Neutral Bad Extremely Bad Percent of Tourists Overall Africa Africa Air Asia Australia Central & Europe Middle North Land South East America AmericaSource: SAT Departure Survey
  • 27. Tourists also found their experience in the country much better than they expected before arriving to South Africa Experience in South Africa versus Expectation Better than Expected Same as Expected Worse than Expected Percent of Tourists Overall Africa Africa Air Asia Australia Central & Europe Middle North Land South East America AmericaSource: SAT Departure Survey
  • 28. Approximately 90% of tourists who attended the 2010 FIFA World Cup mentioned that they will consider visiting South Africa again in the future Future Consideration to Visit South Africa Yes Possibly No Percent of Tourists Overall Africa Africa Air Asia Australia Central & Europe Middle North Land South East America AmericaSource: SAT Departure Survey
  • 29. Nearly every tourist that visited South Africa for the 2010 FIFA World Cup is willing to recommend the country to their friends and relatives Recommendation to Visit South Africa Yes Possibly No Percent of Tourists Overall Africa Africa Air Asia Australia Central & Europe Middle North Land South East America AmericaSource: SAT Departure Survey
  • 30. Globally, there has been a significant improvement in South Africa’s brand, post the 2010 FIFA World Cup Brand Journey Scores – Longitudinal Trend 2010 2010 % Change 2008 2009 (Pre WC) (Post WC) (Pre and Post WC) Total Awareness 76% 79% 78% 85% +9% Unaided Awareness 19% 19% 18% 20% +11% Positivity 37% 38% 37% 43% +15% Long Term Consideration 32% 32% 31% 38% +22% Likely to Seek info 18% 18% 18% 24% +34% Sought Info 22% 21% 22% 26% +21% Short Term Consideration 11% 11% 11% 14% +35% Visited Recently 8% 7% 7% 10% +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) Source: SAT 2010 Impact Study
  • 31. This imagecannotcurrently bedisplay ed. In particular, locations featured, promotional campaigns and articles in magazines and newspapers were key sources that increased awareness of South Africa Based on those who Mentioned World Cup Related Media/Channel as their First Source of Awareness, (n=1,164) 60% The three key sources that helped South Africa increase its awareness are ‘live telecast of the 49% 47% matches/associated news on TV, 42% promotional campaigns, and newspaper/magazine articles about the World Cup 29% 28% 30% 4% 0% Saw locations Saw promotional Read Searched on Heard from Went to attend the on TV during campaigns newspapers/magazines internet during/ tour operators World Cup the World Cup of the World Cup during the World Cup post the FIFA during the World Cup World Cup Source: SAT 2010 Impact Study
  • 32. KEYLEARNINGS
  • 33. 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
  • 34. 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
  • 35. Thank youand best ofluck Team Ukraine!!