5. Marketing Strategy P Cronje


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City of Cape Town presentation to business on 2010 opportunities

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5. Marketing Strategy P Cronje

  2. 2. Host City Objectives HOST CITY OBJECTIVES <ul><li>Host semi finals and events successfully </li></ul><ul><li>Party capital of Africa </li></ul><ul><li>Maximum public benefit and lasting legacy: </li></ul><ul><li>Infrastructure </li></ul><ul><li>Economic Opportunities </li></ul><ul><li>Environment </li></ul><ul><li>Desirable destination for investors and tourists </li></ul><ul><li>– leveraging long-term economic growth </li></ul>
  3. 3. Critical Success Factors CRITICAL SUCCESS FACTORS <ul><li>Infrastructure for the event must be ready </li></ul><ul><li>Uninterrupted service delivery </li></ul><ul><li>Operational plans, staff and equipment must be ready </li></ul><ul><li>Service providers such as accommodation, transport, </li></ul><ul><li>restaurants must be ready </li></ul><ul><li>Safety and security for visitors </li></ul><ul><li>Local community support, involvement, ownership and acceptance </li></ul><ul><li>Shared view of long-term economic objectives </li></ul><ul><li>Adequate resourcing </li></ul>
  4. 4. Critical Success Factors CRITICAL SUCCESS FACTORS <ul><li>Distinctive appeal & brand </li></ul><ul><li>Imaginative use of city geography and history </li></ul><ul><li>Political support, clear communications constituencies </li></ul><ul><li>Partnership between sectors & government </li></ul><ul><li>Objectives, leadership, roles & responsibilities </li></ul><ul><li>Strategic alignment </li></ul>
  5. 5. Economic Opportunities ECONOMIC OPPORTUNTIES Access to infrastructure investment and facilities Event Media Exposure <ul><li>Contribute to national & continental prestige and profile </li></ul><ul><li>To facilitate local benefits for people/firms/communities </li></ul>Visitor Economy Result Opportunity
  6. 6. Marketing Objectives 2010 MARKETING PLAN OBJECTIVES <ul><li>To ensure that the City residents embrace the event (Party Capital) </li></ul><ul><li>To communicate readiness (infrastructure and an operational) </li></ul><ul><li>To enhance visitor experiences by improved service levels </li></ul><ul><li>To demonstrate and showcase opportunities </li></ul><ul><li>for businesses, artists, craft to participate in the event </li></ul><ul><li>To encourage more travellers to Africa prior, </li></ul><ul><li>during and post event by addressing Afro pessimism </li></ul><ul><li>Build and enhance marketing initiatives that already work </li></ul><ul><li>Use events, announcements, infrastructure milestones as media, </li></ul><ul><li>marketing, community opportunities </li></ul>
  7. 7. Target Markets TARGET MARKETS Messaging Target Market Category <ul><li>FIFA (& other event owners) </li></ul><ul><li>Media </li></ul><ul><li>Partners (National Government, LOC & Other Host Cities) </li></ul><ul><li>Media </li></ul><ul><li>Residents of Cape Town, WCape </li></ul><ul><li>Business </li></ul><ul><li>Service providers (Transport & Accommodation) </li></ul><ul><li>Media </li></ul><ul><li>Partnership agencies (CT Tourism, CT Partnership,CTRU, Wesgro, business, soccer fraternity) </li></ul><ul><li>Staff (Province, City) </li></ul><ul><li>Capacity to host events, iconic sites to enhance FIFA guest experiences </li></ul><ul><li>Iconic sites, passionate people, culture. History, readiness, opportunities </li></ul>International <ul><li>Cooperation and partnership </li></ul><ul><li>Readiness, Excitement </li></ul><ul><li>Tourism, investment opportunities </li></ul>National <ul><li>Updates on preparations </li></ul><ul><li>Updates on expected arrival information </li></ul><ul><li>Information on programmes to participate (e.g. sign-up programme) </li></ul><ul><li>Specific event information ( e.g. road closures and the rights protection programme) </li></ul><ul><li>Capacity and readiness </li></ul><ul><li>Excitement & enthusiasm to host and receive guests </li></ul>Local
  8. 8. Pre-Campaign Phase PRE-CAMPAIGN PHASE <ul><li>Cape Town was awarded Host City status after concluding </li></ul><ul><li>the Host City Agreement in February 2006 </li></ul><ul><li>Pre-campaign stage (February 2006 – 11 June 2008) </li></ul><ul><li>Extensive national and international media coverage </li></ul><ul><ul><li>costs, legal processes & challenges </li></ul></ul><ul><ul><li>milestones in stadium construction </li></ul></ul><ul><ul><li>preparations </li></ul></ul><ul><li>Informational website tracking progress </li></ul><ul><li>Host City Agreement rights: Logo launch, HC pamphlet, HC poster, </li></ul><ul><li>Preliminary Draw Expo, Berlin logo launch and Soccerex) </li></ul><ul><li>Align existing projects to 2010 objectives - e.g. Tourism Indaba </li></ul>
  9. 9. Two Years to Go! Host City: Cape Town Marketing Campaigns
  10. 10. Campaign Phases CAMPAIGN PHASES FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  <ul><li>2 Years to go, need to start the build-up </li></ul><ul><li>Timing is right: Cape Town is on track </li></ul><ul><li>Phased campaign to avoid 2010 burn-out & fatigue </li></ul><ul><li>Messaging to reflect desired outcomes for a particular phase </li></ul><ul><li>Five (5) phases are proposed </li></ul><ul><li>Aligned to Major FIFA events and milestones in the build-up to 2010 </li></ul>
  11. 11. Campaign Phases CAMPAIGN PHASES Target Audience (Local, national & Brazil) Post event statistics, economic impact and key learning Post Event 11 July 2010 – December 2010 Phase 5 Target Audience (International) Attractive Destination Humanity, Diversity, Fun (note: Host City content competes with Football content) 2010 FIFA World Cup™ Event 11 June – 11 July 2010 Phase 4 Target Audience (International) Attractive Destination Humanity, Diversity, Fun Stadium Hand-over & post Final Draw to FIFA Congress 15 December 2009 – 11 June 2010 Phase 3 Target Audience (International) Attractive destination Humanity, Diversity, Fun Confederations Cup to Final Draw/WBM2 and Stadium hand-over 16 June 2009 – 15 December 2009 Phase 2 Target Audience (mainly local & national) Embracing, Emotive & Readiness 2 Years to go milestone - Confederations Cup (1 Year to go) 11 June 2008 – 16 June 2009 Phase 1 Message Major Events/Milestones Dates Phase
  12. 12. Primary Target Audience CAMPAIGN PHASES Phase 5 Phase 1 Local/SA Market Phase 4 Phase 3 Phase 2 International Market Campaign Phases Target Audience
  13. 13. Phase1 The Build-up Phase 11 June 2008 – 16 June 2009
  14. 14. Phase 1 Campaign PHASE 1 <ul><li>Billboards </li></ul><ul><li>City publications & website </li></ul><ul><li>Civic Centre, Visitor Centre, Airport, Train Station themed exhibits </li></ul><ul><li>Print adverts, video material and collateral </li></ul><ul><li>Supported by Events and press coverage </li></ul><ul><li>Naming rights/Operator Tender award </li></ul>Tactics To build excitement amongst residents and the region of the coming events - Cape Town Team 2010 e.g. Coca-cola’s “We all speak football” ; Nike “A little less conversation, a little more action” The campaign must solicit emotion, pride and a chuckle by the target audience (Nando’s – Party Capital) Campaign <ul><li>Residents to embrace the event </li></ul><ul><li>Readiness (milestones) </li></ul><ul><li>Local preparation to enhance visitor experience </li></ul><ul><li>International marketing targeting visitor groups </li></ul><ul><li>Business opportunities </li></ul>Strategic Objectives
  15. 15. The Campaign PHASE 1 <ul><li>FACT: Capetonians love their City </li></ul><ul><ul><li>Cape Town Icons…….. </li></ul></ul><ul><ul><li>Cape Town speak…….. </li></ul></ul><ul><ul><li>Cape Town does………. </li></ul></ul><ul><ul><li>Cape Town loves……… </li></ul></ul><ul><ul><li>Cape Town history…….. </li></ul></ul><ul><ul><li>Cape Town heritage…… </li></ul></ul><ul><li>Communicate to residents what Cape Town presents to the World ………….. </li></ul><ul><li>Cape Town’s 2010 Team is all its residents </li></ul><ul><li>Build on the success of Host City Logo and Host City Poster </li></ul><ul><li>Catchy creative and slogans to be designed by professional agency </li></ul><ul><li>Campaign on factual and milestone information </li></ul>
  16. 16. Supporting Events PHASE 1 Billboards July 2008 Campaign launch Legacy/Confidence TBC 20 Centres for 2010 Confidence/it’s coming/business opportunities TBC Final Draw (announcement) CT Offering to target markets 21 – 29 June 2008 Euro 2008 Excitement 14 – 17 June 2008 CT Book Fair Readiness/Confidence/ Action 11 June 2008 2 Years to go Objective Date Event/Milestone
  17. 17. Supporting Events PHASE 1 Cape Town, international cuisine – feel at home May 2009 Good Food & Wine show General awareness – CT next 8 – 24 August 2008 Beijing Olympics Cape Town Offering March 2009 ITB Tourism/Berlin Test event/Promotional opportunity June 2009 Confederations Cup initiatives Cape Town Offering 21 – 23 November Soccerex Excitement/Pride October 2008 Poster Announcement Readiness September 2008 Roof Wetting Ceremony Business Opportunities 21 – 23 August Small Business Week Objective Date Event/Milestone
  18. 18. Phase 2: Crunch Time! Delivery of the Final Draw (1st Official FIFA Event in Cape Town ) Delivery of the Stadium 16 June 2009 – 15 December 2009
  19. 19. Target Market Shift PHASE 2 <ul><li>Two Official FIFA Events will bring to South Africa the international media and the FIFA Family </li></ul><ul><li>Primary target market shifts from Capetonians and South Africans to the International market </li></ul><ul><li>Build on confidence – after the Confederations Cup </li></ul><ul><li>Optimum period to encourage more visitors to the destination for the Final Draw and other FIFA events </li></ul><ul><li>Promote the Cape Town offerings, hotels, base camps, public viewing areas, services, infrastructure </li></ul><ul><li>On-going communication to the local residents required regarding preparations and milestones </li></ul>
  20. 20. Phase 2 PHASE 2 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  <ul><li>Billboards </li></ul><ul><li>City publications & website </li></ul><ul><li>Civic Centre, Visitor Centre, Airport, Train Station themed exhibits/billboards </li></ul><ul><li>Include Tourism Areas </li></ul><ul><li>Visitor Information Centres </li></ul><ul><li>Tourism publications </li></ul><ul><li>Print adverts, video material and collateral </li></ul><ul><li>Broadcast material (around Final Draw) </li></ul><ul><li>Supported by Events and media coverage </li></ul>Tactics Messaging to incorporate imagery of “The Party Capital” and “The place to be in 2010” and “Africa’s Greatest Destination”. Tapping into themes in the official slogan “Celebrate, African, Humanity” This messaging to continue through the competition phase Campaign To position the City to host events Addressing Afro pessimism Build and enhance marketing initiatives that already work Strategic Objectives
  21. 21. The Campaign PHASE 2 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  <ul><li>An emotive campaign carrying the Destination Marketing objectives to encourage international visitors to purchase the ticket – align and extend SAT’s excellent international campaign with Sky News and CNN </li></ul><ul><ul><li>Table Mountain </li></ul></ul><ul><ul><li>Robben Island </li></ul></ul><ul><ul><li>The Winelands </li></ul></ul><ul><ul><li>Kirstenbosch </li></ul></ul><ul><ul><li>The people </li></ul></ul><ul><ul><li>The World Cup Party Preparations </li></ul></ul><ul><ul><li>Accommodation </li></ul></ul><ul><ul><li>Transport </li></ul></ul><ul><ul><li>Visitor Services </li></ul></ul><ul><ul><li>Things to do </li></ul></ul><ul><li>Desired response: I’ve decided, I want to stay in Cape Town </li></ul><ul><li>& the Western Cape for the 2010 FIFA World Cup™! </li></ul><ul><li>Slogans and imagery to be professionally developed </li></ul><ul><li>Align to SAT Tourism Growth Strategy </li></ul><ul><li>Target specific markets as teams qualify for 2010 Tournament, </li></ul><ul><li>Tailor-make offering for the 32 teams coming to the final draw </li></ul>
  22. 22. Supporting Events PHASE 2 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  Readiness, excitement On-going International Football Events Readiness TBD Completion of Airport Upgrade/Station improvement Readiness, confidence, Afro pessimism December 2009 Symbolic Hand-over of the stadium to FIFA Investor confidence – World Football Player lends his name to CT November 2009 – World Cup Pele Exhibition Opening Target Media with service offerings December 2009 World Broadcasters Meeting City Hosted Event Excitement – general public involvement, City Branding, volunteers, road closures 1 – 10 December Host City Event Plan for Final Draw – Opening of the season event FIFA beneficial occupation October 2009 Roof & Pitch completion Readiness TBD Completion of Transport projects Test Event 16 – 30 June 2009 Confederations Cup Fan Park, Media Service and Stadium Tours, Visitor Services, Base Camp Offering Objective Date Event/Milestone
  23. 23. Phase 3 Preparation and Anticipation! Tangible Excitement The Cape Town Stage is Prepared 15 December 2009 – 11 June 2010
  24. 24. Target Market PHASE 3 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  <ul><li>Primary target market remains international audience </li></ul><ul><li>Phase 2 and 3 are the City’s biggest opportunity </li></ul><ul><li>to promote the destination to an international audience </li></ul><ul><li>Visual language, collateral and marketing material (Phase 2) still relevant </li></ul><ul><li>Build on the success of the Final Draw </li></ul><ul><li>Communication focus moves from general Destination Marketing </li></ul><ul><li>Carries a distinctive football specific messaging </li></ul><ul><li>Facilitated by the test events in the New Green Point Stadium </li></ul><ul><li>After Final Draw the countries playing in Cape Town are known </li></ul><ul><li>Can design “adopt a country” programmes </li></ul><ul><li>Collateral to adopt a language strategy </li></ul><ul><li>Deal-making phase for teams and base camps </li></ul>
  25. 25. Phase 3 PHASE 3 <ul><li>In addition to tactics listed in Phase 2 </li></ul><ul><li>“ Decoration programme” to include Proposed Base Camp Hotels </li></ul><ul><li>Merchandise (posters, T-shirts, flags, fan goodies) to be readily available throughout the City </li></ul><ul><li>Fan Mile decoration and information panels, branding, signage </li></ul>Tactics Messaging to incorporate imagery of “The Party Capital” and “The place to be in 2010” and “Africa’s Greatest Destination”. Tapping into themes in the official slogan “Celebrate, African, Humanity” This messaging to continue through the competition phase Campaign To position the City to host more FIFA events Addressing Afro pessimism Build and enhance marketing initiatives that already work Strategic Objectives
  26. 26. The Campaign PHASE 3 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  <ul><li>Phase 2 Emotive Campaign Continues </li></ul><ul><li>The City is physically prepared to host with marketing collateral </li></ul><ul><li>The campaign is incorporated into the event areas, decoration, tourist attractions </li></ul><ul><li>At this stage, all the world will focus on the ???? Stadium </li></ul><ul><li>Cape Town to present a magnificent facility completed on time and to specification </li></ul>
  27. 27. Supporting Events Supporting Events Readiness, excitement, operational test event March 2010 Stadium Grand Opening Event Destination marketing opportunity June 2010 Potential FIFA Events Readiness, excitement, operational test event April 2010 Completion of the Temporary Seating & Test Event Test Event February 2010 Stadium Test Event Objective Date Event/Milestone
  28. 28. Phase 4 The biggest Show on earth Participants and guests arrive in Cape Town Will we deliver the destination promise? The 2010 Party Capital 11 June 2010 – 11 July 2010
  29. 29. 2010 FIFA World Cup ™ PHASE 4 <ul><li>Arrival of football teams, football stars and match outcomes </li></ul><ul><li>will be main content for media (particularly accredited media) </li></ul><ul><li>City wants incident free event. </li></ul><ul><li>In-Stadium branding </li></ul><ul><li>Host City Exhibition </li></ul><ul><li>City Media Information in the Media Centre </li></ul><ul><li>Visitor service and experience </li></ul><ul><li>Media Services project to enhance reporting on the destination </li></ul><ul><li>The Four Fan Parks and related events are the City’s main event related activities during stage, a mechanism to involve local communities </li></ul>
  30. 30. Phase 5 Post Event, Reality Check We did it! We hosted the greatest show on earth! Cape Town, its facilities and people the highlight! South Africa, a Nation Triumphant! Africa, a proud Continent! Good Luck Brazil for 2014, we’re here to help
  31. 31. The campaign PHASE 5 <ul><li>During the event - “See you again” “ À bi é ntot” type advertising campaign prominent at airport departure halls </li></ul><ul><li>Negotiate with Airlines for pilots to use “see you again” on departure </li></ul><ul><li>Post Event “We did it” billboard - images of the party, and the success </li></ul><ul><li>Factual reporting on final costs, arrivals, length of stay, national pride – general economic and social impact. </li></ul><ul><li>Legacy, Sustainability, Investment, Tourism </li></ul><ul><li>Lessons for Brazil 2014 </li></ul><ul><li>Events – Hand-over of the Stadium to the Operator </li></ul>
  32. 32. Marketing Partners PARTNERS <ul><li>FIFA/LOC </li></ul><ul><li>SABC, Media partners </li></ul><ul><li>National and Provincial government </li></ul><ul><li>SA Tourism/Brand South Africa </li></ul><ul><li>Cape Town Routes Unlimited </li></ul><ul><li>Wesgro </li></ul><ul><li>Cape Town Tourism </li></ul><ul><li>Cape Town Partnership </li></ul><ul><li>Cape Town International Airport </li></ul><ul><li>Metrorail </li></ul><ul><li>Tourism Attractions (Cape Nature/Robben Island/V&A Waterfront) </li></ul><ul><li>Cape Town International Convention Centre </li></ul><ul><li>Event Owners (e.g. Jazz Festival, Food & wine, Book Fair etc) </li></ul><ul><li>FIFA Partners </li></ul><ul><li>Other Host Cities </li></ul><ul><li>Surrounding Towns in the Western Cape </li></ul><ul><li>FIFA Family </li></ul>
  33. 33. Risks RISKS <ul><li>Crime </li></ul><ul><li>Transport </li></ul><ul><li>Weather </li></ul><ul><li>Fragmentation of efforts </li></ul><ul><li>Non-aligned messaging </li></ul>