Megaevents like the FIFA World Cup and Olympic Games attract millions of participants and generate significant economic and reputational benefits for their host countries. Germany leveraged the 2006 FIFA World Cup to improve its international image by focusing on themes of hospitality, joy, and modernity in contrast to perceptions of stiffness. Extensive investments were made in infrastructure, culture, and training programs to promote friendliness during the event. Surveys before and after found the World Cup improved Germany's image among foreign audiences as more cosmopolitan, hospitable, and an ideal host. It established Germany as having the best image in the world.

1. MEGAEVENTS
in place branding
Dr hab. Magdalena Florek

2. 2
megaevents
•described as ‘MEGA’ by virtue of their size
in terms of attendance, target market,
level of public financial involvement,
political effects, extent of media
coverage, construction of facilities, and
impact on economic and social fabric
of the host community (Hall, 1997),
•substantially increase the destination’s
capacity and attractiveness.

3. Megaevents features
• Events so large that they affect whole
economy
• Are reported in the global media
• Highly prestigious
• Can have major impacts, both positive
and negative

4. Among worldwide events that attract milions of
participants and generate huge economic
and noneconomic benefits,
the most powerful are (IBnGR 2006):
• EXPO exhibitions
• Miss World contest
• FIFA World Cup
• Olympic Games

5. Event v. place image

6. Image effects of the hosted event
depend on the link and compatibility
of features of the destination and the
event’s characteristics.
(Chalip & McGuirty 2004; Chalip et al. 2003).
The effects might be mutual: the
destination and the event may benefit
from each other depending on their
image congruence.

7. “It is reasonable to expect that the
particular effect of the image of events
destination hosts will depend on the
images that are compatible
(or incompatible) with the event.”
Chalip & Green (2001)

8. Destination image elements
Positive Negative
Event
components
Important
Favorable
match:
Strengthen, promote
Unfavorable
match:
improve, modify
and inform
or avoid in
communication
Not (or less)
important
Favorable
mismatch:
use as an support,
use as added value,
communicate
Unfavorable
mismatch:
ignore in
communication
Florek, M. & Insch, A. (2011), When fit matters - leveraging destination and event image congruence,
Journal of Hospitality Marketing & Management , no 3-4.

10. July 2003

11. The Anholt Nation
Brand Index
In the third quarter of 2006 Germany was evaluated :
• very high as a producer of high quality export products (3rd
place – close to Japanese and American goods).
• high in heritage and culture (4.)
•similarly in investment and immigration (6.)
•And quality of governance (8.)
• Relatively poor results were achieved in dimensions related to
people and tourism (12. and 12.)

12. World Cup 2006

13. Germany’s image
Positive Negative
Event’s
components
Important
safety,
efficiency,
reliability,
hard working
people, outstanding
infrastructure
stiff atmosphere,
boring and
unapproachable
people,
expensive
Not
(or less)
important
tourism assets,
culture,
economic
prosperity,
governance,
democracy,
outstanding
technology,
education,
high quality goods
World War Two
associations

14. World Cup 2006 – image aim
Germany is a hospitable, joyful and modern
nation, bursting with ideas, and Germans are
nie, hospitable and with sense of humor.

15. World cup’ slogan
„A time to make friends”
Joy
Elation
Emotion

17. The German government spent nearly four billion
Euros to improve its already sufficient infrastructure:
terminals, roads and stadiums.This effort
encompassed also a surge in new buildings,
museums and exhibitions with the purpose of
positioning Germany as the European centre of
design beyond the duration of the event.

18. • The initiative ‘Land of Ideas’ accompanied the sport
event and targeted two groups: prospective tourist
and TV audiences to enhance the image of Germany
as an open and friendly country; and potential
investors to strengthen Germany’s past
accomplishments, innovation, performance and
competitive potential.
• The initiative’s tone was light and dynamic, with the
help of German celebrities, to show a German sense
of humour.

20. The German government designed
a 30 million Euros program around
the football theme consisting of 48
projects in diverse areas. Art and
culture initiatives helped highlight
Germany’s diversity, creativity and
talent.

21. German police made the event
completely safe in a friendly
manner and tolerant and non-
intrusive approach to avoid
militaristic associations. An
innovation was inviting police
officers from other countries to
help patrol stadiums, facilitate
fan interaction and improve
cooperation between national
police forces.

22. Federal Government developed the
National Service and Friendliness
Campaign that was implemented
under the slogan ‘Germany rolls out
the red carpet’ targeting the service
sector and general residents. The
aim of the campaign was to highlight
the strong commitment to service
leading to nicer reception, stay and
experience during the World Cup. All
members of the service value chain
from airports, train stations, hotels,
public transport to taxi services were
trained in workshops offering advice
on intercultural relations, tolerance,
sensibility, hospitality and foreign
languages.

23. effects

24. effects
TNS Infratest (November 2005 v. September 2006):
- Cosmopolitan and hospitable (increase of 5-20%)
- Ideal host country (increase of 7-12%)
- Place for vacation (increase of 11%)
- Exciting nightlife (increase of 7%)
TNS Infratest (January 2008)
- interesting historical attractions (63%)
- attractive destination for city breaks (60%)
- excellent shopping opportunities, cosmopolitan and
friendly country

25. effects
According to sounding done in February
2009 by British radio station BBC in 21
counries, Germany has the best image in
world - 61% positive assessments.

26. effects
93% Germans asked, said that World Cup
has improved the image of Germany as a
country in the world (TNS Infratrest 2006).

27. The Anholt Nation Brands Index - 2008

29. summary
• Understanding the favorable and unfavorable
matches or mismatches, similarly to product-country
relations (Roth & Romeo, 1992), is vital for event organizers
and destination brand managers.
• The interrelationships and interdependencies
between the two overlapping sets of images are
the ingredients from which impressions are formed,
revised or reinforced.

30. Thank you
m.florek@ue.poznan.pl