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2010 FIFA WORLD CUP

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Catchy creative and slogans to be designed by professional agency ... Slogans and imagery to be professionally developed. Align to SAT Tourism Growth Strategy ... – PowerPoint PPT presentation

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Title: 2010 FIFA WORLD CUP


1
2010 FIFA WORLD CUP HOST CITY CAPE
TOWN MARKETING PLAN
MAY 2008
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
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
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
ECONOMIC OPPORTUNTIES
Economic Opportunities
6
2010 MARKETING PLAN OBJECTIVES
Marketing 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
TARGET MARKETS
Target Markets
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
Two Years to Go!
  • Host City Cape Town
  • Marketing Campaigns

10
CAMPAIGN PHASES
Campaign Phases
  • 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


FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH
AFRICA 2010?
11
CAMPAIGN PHASES
Campaign Phases

12
CAMPAIGN PHASES
Primary Target Audience

13
Phase1
  • The Build-up Phase
  • 11 June 2008 16 June 2009

14
PHASE 1
Phase 1 Campaign
15
PHASE 1
The Campaign
  • 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 Towns 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
PHASE 1
Supporting Events
17
PHASE 1
Supporting Events
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
PHASE 2
Target Market Shift
  • 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
PHASE 2
Phase 2

FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH
AFRICA 2010?
21
PHASE 2
The Campaign
  • An emotive campaign carrying the Destination
    Marketing objectives to encourage international
    visitors to purchase the ticket align and
    extend SATs 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 Ive 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


FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH
AFRICA 2010?
22
PHASE 2
Supporting Events

FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH
AFRICA 2010?
23
Phase 3
  • Preparation and Anticipation!
  • Tangible Excitement
  • The Cape Town Stage is Prepared
  • 15 December 2009 11 June 2010

24
PHASE 3
Target Market
  • Primary target market remains international
    audience
  • Phase 2 and 3 are the Citys 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

FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH
AFRICA 2010?
25
PHASE 3
Phase 3
26
PHASE 3
The Campaign
  • 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

FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH
AFRICA 2010?
27
Supporting Events
Supporting Events
28
Phase 4The 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
PHASE 4
2010 FIFA World Cup
  • 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
    Citys main event related activities during
    stage, a mechanism to involve local communities

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, were here to help

31
PHASE 5
The campaign
  • 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
PARTNERS
Marketing 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/VA 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
RISKS
Risks
  • Crime
  • Transport
  • Weather
  • Fragmentation of efforts
  • Non-aligned messaging

34
THANK YOU DANKIE ENKOSI
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