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Africa’s Greatest City, ready to welcome the World Communication, Marketing and Branding

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Africa’s Greatest City, ready to welcome the World Communication, Marketing and Branding

  1. 1. 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
  2. 2. <ul><li>10 Daily papers </li></ul><ul><li>5 Business publications </li></ul><ul><li>7 Weekly publications </li></ul><ul><li>42 community papers </li></ul><ul><ul><li>57% of residents get City news this way </li></ul></ul><ul><li>6 TV stations </li></ul><ul><li>17 Radio stations </li></ul><ul><li>16 News agencies </li></ul>Media informing residents COMMUNICATION OVERVIEW
  3. 3. Internal, external COMMUNICATION TOOLS <ul><li>Media </li></ul><ul><ul><li>Alerts, briefings, releases, open Council meetings, 2010 website </li></ul></ul><ul><ul><li>Media protocol and skills training </li></ul></ul><ul><ul><li>Monitoring and analysis </li></ul></ul><ul><li>Staff </li></ul><ul><ul><li>Contact staff magazine, e-newsletters (22 000 staff), “mainstreamed project” </li></ul></ul><ul><li>Residents </li></ul><ul><ul><li>City News insert in community papers </li></ul></ul><ul><ul><li>Information, education campaign with 2 media houses </li></ul></ul><ul><li>Stakeholder communication </li></ul><ul><ul><li>Briefings, workshops, information sessions </li></ul></ul>
  4. 4. PUBLICITY OPPORTUNITIES
  5. 5. <ul><li>Construction milestones </li></ul><ul><li>FIFA President visits </li></ul><ul><li>FIFA/OC visits </li></ul><ul><li>Celebrity, opinion leaders visits </li></ul><ul><li>Visitor Centre lectures </li></ul><ul><li>Visitor Centre media backdrops </li></ul><ul><li>Visitor Centre events </li></ul><ul><li>Media, radio listener visits </li></ul>Stadium INFRASTRUCTURE MILESTONES FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010 
  6. 6. NAMING RIGHTS & OPERATOR Sail/Stade de France International success/local expertise Management until 2010 Operation post 2010
  7. 7. Granger Bay Boulevard TRANSPORT PROJECTS FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  <ul><li>** </li></ul>
  8. 8. FINAL DRAW
  9. 9. FINAL DRAW FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  <ul><ul><li>Programme </li></ul></ul><ul><ul><li>29 November – festive lights </li></ul></ul><ul><ul><li>2 December - Welcome function </li></ul></ul><ul><ul><li>3 December – Stadium ceremony </li></ul></ul><ul><ul><li>4 December – Final draw </li></ul></ul><ul><ul><li>Closing function </li></ul></ul><ul><ul><li>Scenery, summer, much to do, see </li></ul></ul><ul><ul><li>Messaging considerations </li></ul></ul><ul><ul><li>African World Cup </li></ul></ul><ul><ul><li>Legacy </li></ul></ul><ul><ul><li>Grassroots involvement </li></ul></ul>
  10. 10. 2010 MARKETING PLAN
  11. 11. Economic Opportunities ECONOMIC OPPORTUNTIES Opportunity Result Visitor Economy <ul><li>Contribute to national & continental prestige and profile </li></ul><ul><li>To facilitate local benefits for people/ firms/ communities </li></ul><ul><li>Money back to the City </li></ul>Event Media Exposure Access to infrastructure investment and facilities --------------------------------------------- Attract Sponsors and Advertisers
  12. 12. Events, infrastructure milestones, announcements CAMPAIGN PILLARS <ul><li>Use as media, marketing, promotional and community events </li></ul><ul><li>Create “HOST CITY EVENTS” calendar </li></ul><ul><li>Source Host City Event Supporters sponsorship program </li></ul><ul><li>Roll out of Host City Poster and branding (Airport and City) </li></ul><ul><li>“ People” campaign </li></ul><ul><li>Cape Town’s people, talk, fun, pride, lifestyle, food, music, places </li></ul><ul><li>Destination campaign </li></ul><ul><li>Things you MUST do and places you MUST see </li></ul><ul><li>Plan your trip around Cape Town </li></ul>
  13. 13. 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
  14. 14. READINESS, CONFIDENCE, EXCITEMENT MARKETING INITIATIVES FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  <ul><li>Cape Media Services </li></ul><ul><ul><li>DVD with images, content, contacts </li></ul></ul><ul><ul><li>Fact sheets </li></ul></ul><ul><ul><li>Contacts, spokespersons </li></ul></ul><ul><ul><li>Track www.capetown.gov.za/fifaworldcup and www.fifa.com </li></ul></ul><ul><ul><li>Additional services later </li></ul></ul><ul><li>International broadcaster bases in Cape Town </li></ul><ul><li>Media information campaign </li></ul><ul><ul><li>Media24, Independent Newspapers </li></ul></ul>
  15. 15. MEDIA INFORMATION CAMPAIGN <ul><li>Two dominant media houses – Independent, Media 24 </li></ul><ul><li>Information campaign </li></ul><ul><li>Outcomes campaigns </li></ul><ul><ul><li>News stories </li></ul></ul><ul><ul><li>Graphics, pictures </li></ul></ul><ul><ul><li>Features </li></ul></ul><ul><ul><li>Supplements </li></ul></ul><ul><ul><li>Posters, </li></ul></ul><ul><ul><li>Competitions </li></ul></ul><ul><ul><li>Booklets, brochures </li></ul></ul><ul><ul><li>Web and radio support for print </li></ul></ul>
  16. 16. The supplements
  17. 17. Host City Event Supporters <ul><li>Right to stage Host City Events </li></ul><ul><li>Right to approach FIFA affiliates </li></ul><ul><li>Sport/Youth/Legacy/Fan Mile/PVA/Green Goal </li></ul><ul><li>Media partnerships will underpin this </li></ul><ul><li>Focus Jan 2010 to July 2010 </li></ul>
  18. 18. 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 
  19. 19. “ It’s not about the excellence of the facilities or the game, but the way people embrace the event” – Dr Danny Jordaan
  20. 20. 415 days left!! THANK YOU DANKIE ENKOSI

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