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2010 TOURISM ORGANIZING PLAN

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Title: 2010 TOURISM ORGANIZING PLAN


1
2010 TOURISM ORGANIZING PLAN
MARKETING PROGRESS REPORT
2
Content
Background
Current Tourism Trends
2010 Tourism Organizing Plan
SAT Progress Implementing Plan
International Marketing Campaigns
Domestic Marketing Campaigns
Future 2010 Campaigns
Institutional Coordination
3
Background
  • In 2004 SA won the bid to host the 2010 FIFA
    World Cup
  • In 2005/06 SA Tourism in partnership with DEAT
    developed the 2010 Tourism Organizing Plan
  • The plan called for the establishment of a 2010
    Event Unit within SAT to manage its
    implementation
  • The application by SAT for funding the unit was
    declined
  • Therefore in 2007 SAT established a smaller Event
    Unit
  • The Unit developed an Events Tourism Growth
    Strategy which defines its priorities and role
    for the 2010 FIFA World Cup
  • Within the context of the strategy 2010 Tourism
    Organizing Plan, the LOC, IMC SAT defined its
    roles and responsibilities



4
Current Trends
5
South Africa continues to outperform global
tourism growth. Global international arrivals
grew by 1.3 in 2008 while arrivals to South
Africa grew by 5.5
Year-on-Year Change in Foreign Arrivals to each
region
Change
2007Arrivals (Millions) 9 44.2 184.9 480.1 46.4 142.1 898
2008 Arrivals (Millions) 9.6 46.9 188.3 488.5 52.9 147.6 924
Note UNWTO estimates incorporate provisional
data for some regions Source Statssa Tourism
Migration release December 2008, SAT analysis
UNWTO World Tourism Barometer, Jan 2009
6
Arrivals to South Africa continues its upward
climb reaching 9,6 million arrivals in 2008
Foreign Tourist Arrivals to South Africa,
1966-2008
9,6 million arrivals in 2008
Rugby World Cup
9/11
First Democratic Elections
Sanctions against South Africa lifted
Arrivals (Millions)
Nelson Mandela released
State of Emergency
Sanctions Era
  • 1970s and 80s Stagnation
  • Stagnation drove low investment, focus on narrow
    white domestic market and costs
  • 1990-1998 Growth
  • Initial period of short-term profit-taking
    followed by period of investment growth and entry
    of foreign players
  • 1998-2004 Cyclicality
  • Global events, currency volatility drove
    uncertainty and short-term strategy by firms
  • Investment rates remain weak overall

Comments captured above based on opinion of
participants interviewed and anecdotal
evidence Source StatsSA, Tourism Migration
release
7
Arrivals to South Africa for 2008 grew by 5.5
over 2007 to reach 9,591,828. This growth was
driven by growth in all regions with the
exception of Asia and Europe which fell by 7.6
and 0.5 respectively.
Jan to Dec 2008
Europe
  • 1,406,350 arrivals
  • 0.5 down from 2007

North America
  • 344,420 arrivals
  • 4.4 up from 2007

Middle East
  • 45,786 arrivals
  • 11.2 up from 2007

Asia
  • 201,657 arrivals
  • 7.6 down from 2007

Central South America
  • 62,988 arrivals
  • 9.6 up from 2007

Australasia
  • 120,929 arrivals
  • 4.9 up from 2007

AFRICA
  • 7,329,103 arrivals
  • 7.0 up from 2007

Indian Ocean Islands
  • 19,524 arrivals
  • 10.1 up from 2007

Source SAT Table A December 2008
8
We estimate that we would get an additional
259,000 arrivals in 2010 as a result of the World
Cup. This estimate accounts for displacement and
does not distinguish between ticket-holders and
non ticket-holders.
Additional 259k arrivals
Note This estimate includes the FIFA family
estimated at 150,000
8
9
A large number of arrivals are expected to be
from South African Tourisms key source markets
Core Markets
Tactical Markets
Investment Markets
Watch-List Markets
Strategic Importance / Hubs
  • Kenya
  • Nigeria
  • Botswana
  • USA
  • UK
  • Australia
  • India
  • France
  • Germany
  • Netherlands
  • Tanzania
  • Ghana
  • Lesotho
  • Swaziland
  • Singapore
  • Switzerland
  • Ireland
  • Angola
  • DRC
  • Canada
  • China
  • Japan
  • Italy
  • Sweden
  • Mozambique
  • Zimbabwe
  • Brazil
  • Malaysia
  • Egypt
  • Namibia
  • UAE
  • New Zealand
  • Belgium
  • Korea
  • Austria
  • Denmark
  • Norway
  • Spain
  • Portugal
  • Bahrain
  • Oman
  • Qatar
  • Saudi Arabia
  • Ethiopia
  • Zambia
  • Senegal
  • Argentina
  • Thailand
  • Greece

Likely to qualify for the 2010 WC
Source SAT Tourism Portfolio 2005-2009, Monitor
Analysis
10
SA Tourism Role in Markets
Core Markets
Tactical Markets
Investment Markets
Watch-List Markets
Strategic Importance / Hubs
  • Market presence
  • ATL BTL promotions
  • 2010 activations
  • Media hosting
  • JMA with trade
  • TV cinema
  • Limited educational trade workshops
  • Media hosting
  • TV cinema
  • JMA with trade
  • Media hosting
  • TV cinema
  • Print advertorials
  • Media hosting
  • Limited
  • activations
  • TV
  • Opportunistic activations
  • Partnership with embassies
  • TV

11
2010 Tourism Organizing Plan
12
To achieve the 2010 tourism objectives we need to
capitalise on opportunities presented by the
World Cup and address key tourism challenges
Position South Africa to Achieve its Tourism
mandate and broader 2010 Objectives
by
through coordinated interventions within each
functional area.
13
2010 Tourism Organizing Plan Focus Areas
  • Create a national content management platform
  • Create interface to enable transaction booking
  • Research WC demand to better understand profile,
    perceptions and expectations
  • Scale-up SAT call-centre
  • Create a 2010 national tourism volunteer program
  • Identify and utilise opportunities to capture
    information about 2010 arrivals
  • Develop a robust database of available products
  • Coordinate event planning to maximize tourism
    value from the event
  • Coordinate development and upgrading of
    attractions

10.
2.
3.
Events Attractions
11.
12.
Skills Service Levels
Information
13.
  • Address poor service levels and skills shortages
    at key consumer touch points

14.
9.
15.
17..
SAT / DEAT
Transport Safety
Marketing Branding
  • Engage with key stakeholders in SA and
    neighbouring countries to package products for
    2010 and to manage displacement
  • Deliver the brand to convert arrivals to brand
    ambassadors
  • Identify 2010-related opportunities to brand
    South Africa as a world-class tourism destination
  • Manage displacement

1.
  • Ensure sufficient tourism-friendly public
    transportation to tourism focal points
  • Ensure completion implementation of a national
    tourism safety plan

7.
Accommodation
16.
8.
18.
  • Increase the number of graded establishments
  • Identify existing and alternative accommodation
    for short-term spikes in demand

4.
5.
SAT
DEAT
6.
14
SAT Progress of 2010 Tourism Organizing Plan
15
Summary
Initiative Progress
Information
Create content management platform Launched 2010 consumer stakeholder web portal at Indaba 2008. Currently registered 170 stakeholder organizations
Research WC demand Completed research to understand perceptions of visitors projected numbers for 2010
Marketing Branding
Identify 2010 related opportunities to brand market South Africa Launched 2010 global marketing campaign Partnership with Coke, FIFA, IMC, etc Hosted foreign journalists during 2010 events Promoted SA at international events
16
International Marketing Campaigns
17
2010 Global Campaign
  • Developed a tactical 2010 campaign focused on
    promoting our people and culture through dance
  • The diski dance campaign is aimed at show casing
    our hospitality and rhythm as a nation
  • It is an invite to the world to come and
    celebrate with us as a nation
  • The campaign was launched at Indaba during the
    Opening Celebration
  • The 2010 TVC is broadcast on all global media
    platforms CNN, BBC, Eurosport, Sky Sport, ESPN
    CNBC Africa
  • Launched the 2010 domestic campaign with IMC
    using the diski dance which will be aired on
    SABC, ETV and MNET Supersport
  • The response from organizations within SA has
    been overwhelming to learn the diski dance
  • SAT will be rolling out this campaign in all
    foreign and domestic markets over the next 2
    years
  • A five phase roll out plan has been developed and
    will be implemented

18
2010 / Big Idea
  • Revolves around the Diski moves which will be
    show-cased as a dance that represents our
    vibrancy and rhythm as a nation
  • Different scenes will show more and more people
    from all walks of life doing the dance as a
    nation inviting visitors to do the dance of diski
  • South Africans must be encouraged to participate
    actively in this campaign to deliver the promise
    of a nation in celebration

19
Global Media Partners
  • Eurosport
  • 3x brand TVCs (including My Life, Numbers and
    2010)
  • The Sports Golf Destination programmes ,4x
    Sports Traveller programmes 3x Business Class
    programmes
  • Sports related sponsorships
  • Road to World Cup 2010
  • Eurogoals
  • US Tennis Open
  • World Cup Qualifiers
  • Spot airing around sports events
  • Confederations Cup
  • African Cup of Nations
  • USA PGA
  • Vancouver 2010
  • Total Distribution 110,500,000
  • South Europe and Mediterranean Countries
    (including Egypt, Greece, Portugal, Spain,
    Turkey, etc)
  • West and North Europe (including Denmark,
    Norway, Sweden, Switzerland, etc)
  • Central and East Europe (including Croatia,
    Czech Republic, Poland, Romania, Russia, etc)

20
Global Media Partners
  • News Corporation
  • 3x brand TVCs (including My Life, Numbers and
    2010)
  • The News Corp stable includes ESPN, Sky News, Sky
    Sports and .Fox
  • Sports related sponsorships
  • Road to South Africa 2010
  • ESPN Golf Focus
  • Sky News International
  • Fox Sports (LatAm)
  • Spot airing around sports events
  • Confederations Cup
  • World Cup Qualifiers
  • African Cup of Nations
  • Total distribution 118,000,000
  • Pan Europe
  • Asia (including Korea, Singapore, Taiwan, Sri
    Lanka, etc)
  • Pan Latin America (including Argentina, Mexico,
    Chile, etc

21
Global Media Partners
  • BBC
  • 3x brand TVCs (including My Life, Numbers and
    2010)
  • 12x 60 Journey vignettes 4x Odyssey vignettes
    (Madiba clip inviting the world)
  • Sports related sponsorships
  • Sport Today
  • Results Board
  • Spot airing around sports events
  • Confederations Cup
  • World Cup Qualifiers
  • African Cup of Nations
  • Total distribution 291,525,000
  • Europe (including Greece, Portugal, Spain,
    Sweden, Switzerland, Croatia, etc)
  • Africa (including Angola, Zambia, Cameroon,
    Ivory Coast, etc)
  • Middle East (including Turkey, Iran, Israel,
    Egypt, Saudi Arabia, etc)
  • Asia (including Hong Kong, Indonesia. Malaysia,
    New Zealand, Singapore, South Korea, etc)
  • Americas (including Argentina , Brazil,
    Colombia, Paraguay, Uruguay, Venezuela, etc)

22
Global Media Partners
  • CNN
  • 3x brand TVCs (including My Life, Numbers and
    2010)
  • 5x CNN My SA ambassador vignettes
  • Total EAMA distribution 150,254,274
  • Europe (including Greece, Portugal, Spain,
    Sweden, Switzerland, Croatia, etc)
  • Middle East (including Turkey, Iran, Israel,
    Egypt, Saudi Arabia, etc)
  • Africa (including Angola, Zambia, Cameroon,
    Ivory Coast, etc)

23
Global Media Partners
  • National Geographic
  • 3x brand TVCs (including My Life, Numbers and
    2010)
  • Total distribution 113,000,000
  • Europe
  • India
  • Australia
  • USA

24
PRE-2010 WORLD CUP 13 May 09 - July 2010
ENGAGE Objective To showcase SA and get them involved in the South African experience
Target Audience Consumers
Message Come experience (like never before)
Activations
British Irish Lions Tour June/July 2009
Production of Collateral
Confed Cup 14-28 June 2009
Vodacom Challenge July 2009
  • 2010 Tool kits USB arm bands
  • 2010 Lifestyle Guide
  • 2010 Maps

Final Draw December 2009
African Nations Cup January 2010
  • Training of diski dances in all host cities key
    countries
  • Diski uniform- red T-shirts used at Indaba
  • Production and distribution of 2010 toolkits
  • Media hosting
  • Media events
  • Use of Zakumi at trade shows

Partnerships
  • Coke Confed Cup consumer campaign and Global
    2010 consumer campaign
  • MTN international starter packs, mobile
    platform to promote diski campaign
  • Provincial / city stakeholders promotion of
    diski campaign, fan parks
  • 2010 NCP activations at international
    domestic 2010 related events
  • Emirates / SAA information provision,
    promotional of marketing campaign
  • Sony, Continental Tyres, VISA

FIFA World Cup Qualifiers June-Nov 2009
JATA Trade Show Japan Sep 09
WTM Soccerex November 2009
BIT January 2010
ITB March 2010
Indaba 2010 May 2010
25
Online Campaign
  • JOIN THE WORLD DANCE
  • A place where people from different countries can
    upload a photo of themselves and leave their
    comments about SA, the Diski dance and world cup
    fever in general.
  • The object is to get as many people from your
    country to enter as possible. The prize is that
    200 people will be chosen from the winning
    country to come and experience the biggest party
    in South Africa.
  • This is a powerful community and team
    building section of the site, which helps people
    who will not be traveling to the World Cup still
    join the overall experience.

26
Domestic Marketing Campaign
27
2010 Domestic Campaign
  • Aim is to get every South African to learn and do
    the diski dance
  • Diski campaign is incorporated into Fly the Flag
    for 2010 which is a coordinated national 2010
    campaign IMC, GCIS, LOC, SABC
  • Encourages South Africans to be good hosts by
    doing the following
  • Fly the SA Flag
  • Learn the national anthem
  • Support Bafana Bafana
  • Learn the diski dance
  • Campaign involves TVC, print and online platforms
    activations with public and private sector
    partners
  • Production of a tool kit with all promotional
    elements of the campaign
  • which will be distributed to all partners
  • Diski dancers have been trained in all host
    cities and will be made available to perform at
    public events

28
2010 Domestic Campaign / Icon / Logo
29
2010 Domestic PR Leverage
  • Generate content to be used on line mobile
    platforms Facebook, Twitter, websites and mobi
    sites
  • Utilise Lucas Radebe to mobilise
  • Invite corporate South Africa to upload their
    work force doing the diski
  • Radio personalities and celebrities
  • South African sportsmen and women Springboks,
    Proteas, Amaglug - glug, Banyana Banyana
  • Create facebook diski badges, collected on
    facebook profiles
  • Packaged content for on line distribution - PSL
    teams posted on clubs home pages
  • Mobile Diski units placed at International
    sporting events - Cricket, rugby ect
  • Tourist Z card campaign - hotels and car hire
  • Local Soccer teams and supporter clubs

30
2010 National Diski Day
  • Engage Government, media, schools, corporate and
    the average South African
  • Utilising Lucas Radebe - we will enlist 2010 x
    South African corporate to become official
    ambassadors
  • Corporates register on line to become an
    official ambassador with a minimum membership fee
    required
  • Membership fees will facilitate the purchase of
    South African flags and Bafana Bafana T shirts
  • Once registered they will align themselves with
    an underprivileged school in their province and
    corporates to engage schools to teach learners
    the diski dance
  • National Diski Day will see as many South
    Africans as possible doing the diski dance at the
    same time irrespective of location
  • At 12H00 noon the entire country will do the
    diski dance regardless if you are in a mall at a
    taxi rank - this will be broadcast live with the
    identified media partner
  • Corporate Ambassadors will be required to visit
    and activate the diski dance at their chosen
    schools whilst distributing flags and shirts
  • South Africans will be engaged to submit video
    s of their diski activation. All content will be
    uploaded to the diski site
  • Footage may be used to create further TVC s to
    showcase the passion and unity of South Africans

31
Future 2010 Campaigns
32
2009 Events
EVENT ACTIVITIES
WTM November 09 London Media event Experiential exhibition
EVENT ACTIVITIES
Soccerex November 09 Media event Host foreign media
EVENT ACTIVITIES
FIFA Qualifiers July Nov 09 Media events to welcome participating countries in each qualifying market
EVENT ACTIVITIES
Final Draw December 09 Media event Host foreign media
33
2009/10 Events
EVENT ACTIVITIES
Indaba 2010 May 2010 Media event Soccer activation
EVENT ACTIVITIES
ITB March 2010 Media event Soccer activation
34
Institutional Coordination
35
Agreed Roles - National
International Domestic Africa
LOC Promo (Ad) Magazine Programme (FIFA) Reputation Management Visiting qualifying Countries (2009/10 Road shows Confederations Cup public activations Promo (Ad) SA United (Incl. IMC, GCIS) Communications Affiliates Promo (Ad)
SAT 2010 Global Campaign Diski Dance Relationship with Media WTM, ITB, Indaba Shot Left ( using shot left to promote the Diski dancers) Media Relationships Global advertising Media relations Event marketing
IMC Mass Mobilisation Fly the Flag Campaign National Partnership Conference TV Advert World Economic Forum on Africa Cape Town (partnership with The Dti)
GCIS 1. Reputation Management Fly the Flag campaign Roadshows Tertiary Provincial mass mobilisation Roadshows TBA
SABC Siyanqoba Sea of Gold Greening the Nation Every Child a Radio African Union of Broadcasters Conference
36
Provincial Local
Provincial Tourism Authorities Packaging of provincial tours Marketing of provincial destinations Provincial marketing coordination Information management provincial accommodation stats
Host City Tourism Authorities Packaging of city tours Marketing of city attractions Information management city accommodation stats Event management
Host City 2010 Units Management of safety security plans Management of transport plans Management of infrastructure upgrades Logistical support to LOC Management of volunteer program
37
2010 Structures
  • 2010 SA LOC Board sub-committee on Marketing
    Communication
  • 2010 National Communication Partnership IMC,
    GCIS, LOC, FIFA, other relevant govt depts
  • 2010 International Relations Coordinating
    Committee
  • Tourism Cluster
  • Provincial Tourism CEO 2010 Working Group

38
Post 2010 Strategy
  • SAT / SRSA / DT / SASCOC developing sport tourism
    strategy aimed at securing international events
    for SA post 2010
  • Strategy should be completed by Feb 2010
  • Sports Tourism Exhibition to be staged in June
    2011
  • Host city will be announced in Sep 2009
  • Exhibition aimed at show casing SAs ability to
    host international events
  • Involves participation of sports and tourism
    sectors
  • Sports Tourism conference to precede exhibition
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