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Positioning South Africa as an Events Destination post 2010 FIFA World Cup

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Fox: 199. 2x 5' billboards: 1,720. Sky News: 1,411. ESPN: 48 .Fox: 261 ... Source: Monitor Interviews; Sport Tourism, K. Swart, R. Riley, D.M. Turco ... – PowerPoint PPT presentation

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Title: Positioning South Africa as an Events Destination post 2010 FIFA World Cup


1
Positioning South Africa as an Events
Destination post 2010 FIFA World Cup
Meetings Africa 2009
2
Key project questions
What strategic opportunities are available for
sports-tourism competitiveness in the run-up to
and after 2010?
Mapping and competitiveness diagnostic of the key
elements of the sports tourism industry in South
Africa
Ensuring sustainability of investments
3
Marketing Initiatives
4
2010 Travel Guide
  • The guide provides information about tourism
    experiences in each of the 9 host cities
  • Provides information about tourism routes within
    SADC
  • Provides information about the stadiums in each
    host city
  • Provides basic information about travel tips in
    SA
  • Did you know? facts about SA such as language,
    culture, cuisine, etc
  • SA vocabulary meaning to SA words such as bunny
    chow, eish! Etc
  • Contact details of relevant organizations host
    cities, SAT, LOC, Etc
  • Distributed over 19 000 guides at trade shows,
    country offices and key 2010 related events

5
Accommodation
Graded Available
MATCH Contracted
Information provided by MATCH Jan 2009
Information provided by Tourism Grading Council
of SA Dec 2008
6
Prelim Draw - DBN
  • 10 Key foreign journalists from the worlds major
    media agencies were hosted by SA Tourism on
    familiarization trips throughout SA
  • Sports journalists from the following countries
    participated in the media tour
  • UK Sunday Times, Sunday Telegraph, Daily
    Express
  • USA Soccer America
  • Spain El Mundo Deportivo
  • China South China Morning Post
  • Japan Sport Nippon
  • Ghana Daily Express
  • Germany World Soccer Magazine, German Press
    Agency
  • Australia The Age

7
Tourism Indaba 2008
  • The design of the SA Tourism exhibition stand
    reflected a 2010 FIFA World Cup theme with
    emphasis on show casing destination SA
  • The objectives of the stand
  • Provide the industry with information about SAs
    readiness to host the World Cup
  • Showcasing the tourism experiences offered by SA
    for fans attending the World Cup
  • Demonstrate the SA tourism industrys commitment
    to supporting the World Cup
  • The stand was shared with MATCH the LOC to
    provide information about the accommodation, tour
    operator program infrastructure related issues

8
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9
Indaba Soccer Challenge
  • To demonstrate the tourisms industry to the
    World Cup we invited the 2010 Soccer Ambassadors
    to participate in a fun match with the tourism
    industry
  • The following ambassadors participated in the
    event
  • Doctor Khumalo, Mark Fish, Phill Masinga, Desiree
    Ellis Lebo Tlomatsane
  • The match took place at the ICC on a specially
    created soccer pitch on 12 May 2008 between
    12-2pm
  • The event was well attended by foreign media and
    the trade
  • VISA contributed financially towards the event
  • SanParks contributed the prizes for the winners
    of the event

10
Indaba Media Face-Off
  • CNN journalist Fionnula Sweeney interviewed key
    personalities to discuss SA readiness for 2010
  • Danny Jordaan, Deputy Finance Minister Jabu
    Moleketi and representatives from MTN, FNB, a
    tourism entrepreneur and SAT CEO Moeketsi Mosola
    were panelists answering difficult questions on
    SA readiness for 2010
  • More than 200 journalists attended the event
  • According to an online voting process at the
    event the majority of attendees were confident
    about SA readiness and believed that the event
    would benefit the tourism industry significantly

11
Euro 2008
  • More than 3000 foreign journalists attended Euro
    2008
  • Activation between 23-24 June 2008 before
    semi-finals
  • Media face-off with Danny Jordaan senior govt.
    rep to talk about SA readiness
  • Entertainment provided by South African artists
  • Over 200 foreign journalists attended event
  • Partnership approach with FIFA, LOC, IMC, GCIS,
    DFA Host cities had positive media leverage
    impact

12
WTM 2008
  • WTM was held in London from the 10- 13th November
    2008
  • SAT partnered with 9 provincial offices, Hotels,
    Safari, Tour Operators and National parks.
  • SAT launch of the South Africa Ubuntu Award.
  • Travel trade workshop attended by over 60 trade
    reps focused on 2010 World Cup preparations,
    Panel of Speakers FIFA -Hans Klaus, Match- Jaime
    Bryon and SAT CEO Moeketsi Mosola

13
Vodacom Challenge
  • Manchester United FC participated in this years
    Vodacom Challenge between 19-26 July 2008
  • The event provided opportunities for using key
    players to promote SA and media leverage
    opportunities for 2010
  • 7 foreign journalists were hosted
  • MUTD players and coach were interviewed about
    their experiences in SA and footage of their
    interviews will be used to promote SA
  • Electronic perimeter branding of southafrica.net
    was placed on match pitches in all host cities
    that hosted matches
  • The matches were televised to more than 35
    countries globally

14
Global Media Platforms
15
Driving our creative idea with our Global Media
Partners
NAT GEO Though the Cameras Eye. Authentic,
breakthrough South African experiences.
CNN My South Africa. Invitation with
competition element to share stories and personal
experiences.
EUROSPORT Stories from SA sports Icons.
Positioning SA as an event and leisure
destination.
Come and Create Your South African Story
BBC South African Odysseys/Journeys. Creating
and winning the ideal SA story-journey.
NEWSCORP Leverage 2010 FIFA World Cup
CNBC South African Ambassadors'. WOM vignettes
that appeal to African Travellers
16
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17
Global / Media Platform Coverage / Eurosport
2009-2010
  • Business Class
  • Business Class to be filmed in 2x 3 episodes
  • 1st episode to focus on progress, infrastructure,
    etc (interviewing Danny Jordan Sepp Blatter)
  • 2nd episode to focus on BT the effects of
    (interviewing Moeketsi Mosola)
  • First flighting - Flight Apr. 2009
  • Golf Traveller
  • 90 spot to showcase unusual golfing at an
    unusual holiday destination
  • Sports Destination
  • 4 spot to showcase South Africas diverse
    leisure sporting events
  • Sports Destination to be reshot/updated when
    filming Business Class
  • Sponsorship
  • Road To 2010 sponsorship of the World Cup
    Qualifiers
  • 200 opening and closing billboards, as well as 55
    intra-programme billboards
  • 52' - 73' program with news, results and group
    standings of all European qualifiers
  • Digital
  • Additional Digital benefits include pre-rolls,
    rich media, links to southafrica.net and homepage
    takeover
  • Planned Media
  • 2x brand TVCs 2010 TVC 92
  • 4 spot x2 10
  • 90 spot 5
  • 4 spot 5
  • 2x 6 billboards 642
  • Online campaign 12.3m impressions

18
Global / Media Platform Coverage / News Corp
2009-2010
  • 2010
  • The 2010 TVC will be rotated with the current 2x
    brand TVCs.
  • Relevancy
  • All programming will be constantly monitored,
    allowing the 3x TVCs to be used to their full
    capacity to extract the maximum value from the
    SAT/News Corp contract including cricket on
    ESPN India, etc
  • Planned media
  • 2x brand TVCs 2010 TVC 445
  • Sky News 70
  • Sky Sports 108
  • ESPN 68
  • .Fox 199
  • 2x 5 billboards 1,720
  • Sky News 1,411
  • ESPN 48
  • .Fox 261
  • Online campaign 41.8m impressions
  • ESPN 1.5m impressions
  • .Fox 35m impressions
  • Digital
  • Additional Digital benefits include pre-rolls,
    rich media, links to southafrica.net and homepage
    takeover

19
2010 Global Campaign
20
2010 Global Marketing Campaign
  • SA Tourism is currently developing a 2010 global
    TV campaign that will be aired on global media
    platforms
  • The campaign will be launched at Indaba 2009 and
    will be aired globally from 9 May 2009
  • Tool kits will be developed for all partners,
    host cities, provincial tourism authorities,
    FIFA, SAOC others to promote the campaign
  • A strong online component will also support the
    campaign

21
2010 Campaign Concept
  • Theres a rhythm in Africa that gives everything
    its own unique beat. Its a rhythm born of
    passion, born of our humanity. Its a rhythm that
    pulses with life. It engenders a way of doing
    things that is passionately our own and
    energetically effective
  • Its time to come and see just why this vibrant
    country was awarded the FIFA World Cup 2010. Its
    time to come and see just why the first World Cup
    in Africa will be like no World Cup ever
    before-because its being hosted by a country
    that is like no other country. Its time to come
    and feel that rhythm
  • To feel just why it feels good to be South
    African

22
2009 Events
23
2009 Events
24
2010 Partnerships
25
Partnerships
  • GLOBAL PARTNERS
  • FIFA
  • MATCH
  • DFA
  • Foreign Media
  • Foreign Trade
  • Emirates
  • Coke
  • VISA
  • LOCAL PARTNERS
  • Organizing Committee
  • GCIS
  • SRSA
  • IMC
  • Local sponsors
  • SABC
  • ACSA
  • SAA
  • TBCSA
  • DEAT
  • Provinces
  • Host cities

26
Coke Partnership
  • Consumer Campaign
  • Promote SA as a destination on all coke cans sold
    globally in the build up to 2010
  • SMS competition aimed at foreigners winning free
    package to SA to watch 2010 matches
  • SA Tourism to sponsor packages
  • Coke to promote the campaign globally
  • Confed Cup similar campaign targeting
    participating countries
  • Lessons learnt will be applied for 2010 campaign
  • FIFA Trophy Tour
  • Coke has rights to take the FIFA trophy to over
    90 countries globally
  • SA Tourism, IMC DFA will participate in the
    tour aimed at promoting SA to 20 key markets
  • Campaign idea is to take SA ambassadors to the 20
    countries to promote SA whilst on tour
  • SA Tourism IMC to sponsor trips of ambassadors
    DFA to support events in the 20 countries
  • Coke to promote the campaign
  • Campaign starts in Africa from Sep-Dec 09 and
    globally Jan-Apr 2010

27
Beyond 2010
28
Sport Tourism Strategy
  • Sport industry dependent on revenue generated
    through sponsors and attendance at events
  • Tourism can assist in increasing attendance at
    events since sport provides visitors with added
    entertainment when traveling
  • Currently both sectors are highly fragmented no
    communication
  • Lack of coordination of key domestic events aimed
    at leveraging awareness of destinations
  • Lack of coordinated support by the tourism
    industry to the sports industry

29
Sport Tourism Strategy
  • SRSA, DEAT SA Tourism to commission study to
    develop a sport tourism strategy for SA by July
    2009
  • Key Objectives
  • Analyse the global trends associated with the
    hosting of global sports events
  • Assess the current situation in SA to bid for
    major sports events
  • Understand the capacity of South African cities
    to host major sports events
  • Understand which key global major sports events
    SA should bid for to host post 2010
  • Understand the processes and procedures involved
    in bidding for such events
  • Define the roles and responsibilities of all
    stakeholders
  • Recommendations on strategies and tactics to
    secure the hosting of such events
  • Recommendations on the institutional arrangements
    necessary

30
Sport Tourism Exhibition
  • Objectives
  • Serve as a platform to encourage cooperation
    coordination between the tourism and sports
    sectors
  • Show case SAs ability to host major
    international events
  • Promote key domestic events within SA
  • Promote SA as a training destination for northern
    hemisphere athletes especially during their
    winter months
  • Partnership with Thebe Exhibitions SA Tourism
    with host city
  • Dates June / July 2011
  • Venue Cities to bid for event

31
Target Audience
  • Exhibitors
  • Sports marketing companies
  • Sports management companies
  • Sports bodies/teams/clubs/agents
  • Sports destination management companies
  • Stadiums and venues hosting events
  • Golfing estates
  • Event production companies
  • Event and exhibition management companies
  • Technology providers for events ticketing
  • Tourism associations provincial local
  • Brand activation
  • Sports science
  • Industry associations
  • Visitors Trade Only
  • Marketing managers
  • Brand managers
  • Advertising executives
  • PR agents
  • Event exhibition managers
  • Sports clubs
  • Sports agents and managers
  • Incentive companies
  • Local international media
  • International hosted buyers
  • PCOs

Expected number 2 500
Expected number - 60
32
THANK YOU!
Sugen Pillay 27-11-895 3016 sugen_at_southafrica.net
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