2010 FIFA WORLD CUP ™
HOST CITY: CAPE TOWN
MARKETING PLAN
MAY 2008
Host City Objectives
HOST CITY OBJECTIVES
•Host semi finals and events successfully
•Party capital of Africa
•Maximum publ...
Critical Success Factors
CRITICAL SUCCESS FACTORS
• Infrastructure for the event must be ready
• Uninterrupted service del...
Critical Success Factors
CRITICAL SUCCESS FACTORS
•Distinctive appeal & brand
•Imaginative use of city geography and histo...
Economic Opportunities
ECONOMIC OPPORTUNTIES
Opportunity Result
Visitor Economy •Contribute to national &
continental pres...
Marketing Objectives
2010 MARKETING PLAN OBJECTIVES
•To ensure that the City residents embrace the event (Party Capital)
•...
Target Markets
TARGET MARKETS
Category Target Market Messaging
Local •Residents of Cape Town, WCape
•Business
•Service pro...
Pre-Campaign Phase
PRE-CAMPAIGN PHASE
• Cape Town was awarded Host City status after concluding
the Host City Agreement in...
Two Years to Go!
Host City: Cape Town
Marketing Campaigns
Campaign Phases
CAMPAIGN PHASES
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010™
•2 Years to go, need to start th...
Campaign Phases
CAMPAIGN PHASES
Phase Dates Major
Events/Milestones
Message
Phase 1 11 June 2008 –
16 June 2009
2 Years to...
Primary Target Audience
CAMPAIGN PHASES
Target Audience Campaign Phases
International
Market Phase 2 Phase 3 Phase 4
Local...
Phase1
The Build-up Phase
11 June 2008 – 16 June 2009
Phase 1 Campaign
PHASE 1
Strategic Objectives •Residents to embrace the event
•Readiness (milestones)
•Local preparation t...
The Campaign
PHASE 1
FACT: Capetonians love their City
•Cape Town Icons……..
•Cape Town speak……..
•Cape Town does……….
•Cape...
Supporting Events
PHASE 1
Event/Milestone Date Objective
2 Years to go 11 June 2008 Readiness/Confidence/
Action
CT Book F...
Supporting Events
PHASE 1
Event/Milestone Date Objective
Small Business Week 21 – 23 August Business Opportunities
Roof We...
Phase 2:
Crunch Time!
Delivery of the Final Draw
(1st Official FIFA Event in Cape Town )
Delivery of the Stadium
16 June 2...
Target Market Shift
PHASE 2
•Two Official FIFA Events will bring to South Africa the international
media and the FIFA Fami...
Phase 2
PHASE 2
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010™
Strategic Objectives To position the City to hos...
The Campaign
PHASE 2
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010™
• An emotive campaign carrying the Destinat...
Supporting Events
PHASE 2
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010™
Event/Milestone Date Objective
Confede...
Phase 3
Preparation and Anticipation!
Tangible Excitement
The Cape Town Stage is Prepared
15 December 2009 – 11 June 2010
Target Market
PHASE 3
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010™
•Primary target market remains internation...
Phase 3
PHASE 3
Strategic Objectives To position the City to host more FIFA events
Addressing Afro pessimism
Build and enh...
The Campaign
PHASE 3
FOR HOST CITY CAPE TOWN
FIFA WORLD CUP SOUTH AFRICA 2010™
•Phase 2 Emotive Campaign Continues
•The Ci...
Supporting Events
Supporting Events
Event/Milestone Date Objective
Stadium Test Event February 2010 Test Event
Stadium Gra...
Phase 4
The biggest Show on earth
Participants and guests arrive in Cape Town
Will we deliver the destination promise?
The...
2010 FIFA World Cup ™
PHASE 4
• Arrival of football teams, football stars and match outcomes
will be main content for medi...
Phase 5
Post Event, Reality Check
We did it! We hosted the greatest show on earth!
Cape Town, its facilities and people th...
The campaign
PHASE 5
•During the event - “See you again” “À biéntot” type advertising
campaign prominent at airport depart...
Marketing Partners
PARTNERS
•FIFA/LOC
•SABC, Media partners
•National and Provincial government
•SA Tourism/Brand South Af...
Risks
RISKS
•Crime
•Transport
•Weather
•Fragmentation of efforts
•Non-aligned messaging
THANK YOU
DANKIE
ENKOSI
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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

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

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