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LeveragingLeveraging 2010
2009 – 2010
Campaign Rollout
• Use 2010 FIFA World Cup as an opportunity to promote SA as a destination
• Campaign is targeted at soccer fans globally and focuses on the people & culture of SA
• Opportunity to develop domestic campaign using key elements of this campaign
• PARTNERS:
• SA Tourism / DFA – (global focus)
• IMC (Focus on domestic & Africa)
• Provincial Tourism authorities & Cities (domestic)
• Organizing Committee – focus on the event global and domestic
• Commercial 2010 partners – MTN, Coke, Emirates, etc
Background
It’s time to come and see just why this vibrant country was awarded the FIFA World Cup 2010.
It’s time to come and see just why the first World Cup in Africa will be like no World Cup ever
before- because it’s being hosted by a country that is like no other country.
It’s time to come and feel that rhythm. To feel just why it feels good to be South African.
It’s time to join us in celebrating the South African success story.
2010 / An Invitation
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
2010 / Big Idea
Leveraging 2010 / The 5 Phases of the Campaign
Pre-Launch
Launch
Pre-2010 World Cup
2010 World Cup
Post 2010 World Cup
Present to May 2009
9-12 May 2009
13 May 2009 -10 June 2010
11 June – 11 July 2010
12 July 2010 – Dec 2010
Fourth quarter, FY 08-09 First quarter, FY 09-10
Pre-2010 Launch 2010 Launch and Pre-2010 World Cup
March 09 April 09 May 09 June 09
Global Media Attract Attract Engage Engage & Retain
2010 TVC launches TVC continues flighting
TV Sponsorship: Road to 2010 TV Sponsorship: Road to South Africa's 2010
Activations Attract Attract Engage Engage
Invite host cities to Indaba Opening Ceremony British & Irish Lions Tour
Branding and collateral delivered Soccer Event Confederations Cup
Launch 2010 campaign to SAT staff 2010 Stand Diski dance activation
Diski dancers transported to Indaba Activations driving visitors to stand Give away tickets
2010 give-aways handed out Radio promotion
Workshops for host city reps Handout 2010 collateral
2010 Balloon Postcard map handouts
Digital Attract Attract Engage Engage
Interim Site development Interim Site development Launch 2010 Site Launch 2010 Mobile Application
Launch 2010 campaign to SAT staff Launch TVC online Launch Diski competition on YouTube
YouTube, MySpace, Blogs, Facebook Launch Photographic competition
“Related content” drivers Distribute from digital assets
Diski dance moves video on site Monitor blogs, YouTube, FaceBook
Downloads of collateral on site Traffic Drivers
microsite exposure & ddc/contact directory PPC Keyword driver
Call to action to leverage collateral Distribute content from events
Capture Stations
PR Attract Attract Engage Engage
Identify journalists Dance ‘workshop’ at Beach party Mega fam invitations
Identify SA and African hosts Media FaceOff All flights, itineraries etc finalised
Prepare itineraries Media emphasis on 2010 tactical messages Social/digital media PR continues
Brief trade and product Messaging around ‘balloon activation’ At least one media release a month
Prepare all collateral Messaging on balloons & SA’s countdown Stakeholder briefing document issued
Set up & confirm meetings Drive stakeholders to digital media Confederations Cup
RSS feeds, newsgroups, Facebook etc Social/digital media PR continues Continue fine-tuning mega fam details
Messaging document circulated At least one media release a month Confirm meeting diaries
Deliver dance video Stakeholder briefing document issued Ensure families attend dance wkshp
Social/digital media PR kicks off Updates on ‘balloon activations’
At least one media release a month
Prepare stakeholder brief
Second quarter, FY 09-10
Pre 2010 World Cup
July 09 August 09 September 09
Global Media Engage Engage Engage
TVC continues flighting TVC continues flighting TVC continues flighting
TV Sponsorship: Road to South Africa's 2010 TV Sponsorship: Road to South Africa's 2010 TV Sponsorship: Road to South Africa's 2010
TV Sponsorship: Road to 2010 TV Sponsorship: Road to 2010
Print Print Print
Activations Engage Engage Engage
British & Irish Lions Tour IT & ME
Vodacom Challenge 2010 Stand
Diski dance activation 2010 Activations driving visitors to stand
Give away tickets 2010 give-aways are handed out
Radio promotion
Handout 2010 collateral
Postcard map handouts
Digital Engage Engage Engage
Distribute from digital assets Distribute from digital assets Distribute from digital assets
Monitor blogs, YouTube, FaceBook Monitor blogs, YouTube, FaceBook Monitor blogs, YouTube, FaceBook
Traffic Drivers Traffic Drivers Traffic Drivers
PPC Keyword driver PPC Keyword driver PPC Keyword driver
Distribute content from events Distribute content from events Distribute content from events
PR Engage Engage Engage
Mega fam invitations issued to journalists Mega fam invitations issued to journalists Mega fam invitations issued to journalists
All flights, itineraries etc finalised All flights, itineraries etc finalised All flights, itineraries etc finalised
Social/digital media PR continues Social/digital media PR continues Social/digital media PR continues
At least one media release a month At least one media release a month At least one media release a month
Stakeholder briefing document issued Stakeholder briefing document issued Stakeholder briefing document issued
Third quarter, FY 09-10
Pre 2010 World Cup
October 09 November 09 December 09
Global Media Engage Engage Engage
TVC continues flighting TVC continues flighting TVC continues flighting
TV Sponsorship: Road to South Africa's 2010 TV Sponsorship: Road to South Africa's 2010 TV Sponsorship: Road to South Africa's 2010
TV Sponsorship: Road to 2010 TV Sponsorship: Road to 2010 TV Sponsorship: Road to 2010
Activations Engage Engage Engage
Soccer sand sculptures on beaches Soccer sand sculptures on beaches
WTM & Soccerex
2010 Stand
Diski dance activation 2010 Activations driving visitors to stand
Give away tickets 2010 give-aways are handed out
Radio promotion Final Draw
Handout 2010 collateral Diski dance activation
Postcard map handouts Give away tickets
Radio promotion
Handout 2010 collateral
Postcard map handouts
Digital Engage Engage Engage
Distribute from digital assets Distribute from digital assets Distribute from digital assets
Monitor blogs, YouTube, FaceBook Monitor blogs, YouTube, FaceBook Monitor blogs, YouTube, FaceBook
Traffic Drivers Traffic Drivers Traffic Drivers
PPC Keyword driver PPC Keyword driver PPC Keyword driver
Distribute content from events Distribute content from events Distribute content from events
PR Engage Engage Engage
Mega fam invitations issued to journalists Mega fam invitations issued to journalists Mega fam invitations issued to journalists
All flights, itineraries etc finalised All flights, itineraries etc finalised All flights, itineraries etc finalised
Social/digital media PR continues Social/digital media PR continues Social/digital media PR continues
At least one media release a month At least one media release a month At least one media release a month
Stakeholder briefing document issued Stakeholder briefing document issued Stakeholder briefing document issued
WTM
Dance ‘workshop’ at SA stand
Media interventions focus on dance and 2010
Big media fam Big media fam
Deliver mega fam Deliver mega fam
Monitor coverage and sweat it Monitor coverage and sweat it
Video- and podcasts posted regularly Video- and podcasts posted regularly
Post news every day to news groups Post news every day to news groups
Personal delivery of ‘experience pack’ Personal delivery of ‘experience pack’
Fourth quarter, FY 09-10
Pre 2010 World Cup
January 10 February 10 March 10
Global Media Engage Engage Engage
TVC continues flighting TVC continues flighting TVC continues flighting
TV Sponsorship: Road to South Africa's 2010 TV Sponsorship: Road to South Africa's 2010 TV Sponsorship: Road to South Africa's 2010
TV Sponsorship: Road to 2010 TV Sponsorship: Road to 2010 TV Sponsorship: Road to 2010
TV Sponsorship - BBC World (Sport Today) TV Sponsorship - BBC World (Sport Today) TV Sponsorship - BBC World (Sport Today)
Print Print Print
Activations Engage Engage Engage
Soccer sand sculptures on beaches Soccer sand sculptures on beaches ITB
African Nations Cup Meetings Africa & AIME 2010 Stand
Diski dance activation 2010 Stand 2010 Activations driving visitors to stand
Give away tickets 2010 Activations driving visitors to stand 2010 give-aways are handed out
Radio promotion 2010 give-aways are handed out
Handout 2010 collateral
Postcard map handouts
BIT
2010 Stand
2010 Activations driving visitors to stand
2010 give-aways are handed out
Digital Engage Engage Engage
Distribute from digital assets Distribute from digital assets Distribute from digital assets
Monitor blogs, YouTube, FaceBook Monitor blogs, YouTube, FaceBook Monitor blogs, YouTube, FaceBook
Traffic Drivers Traffic Drivers Traffic Drivers
PPC Keyword driver PPC Keyword driver PPC Keyword driver
Distribute content from events Distribute content from events Distribute content from events
PR Engage Engage Engage
Mega fam invitations issued to journalists Mega fam invitations issued to journalists Mega fam invitations issued to journalists
All flights, itineraries etc finalised All flights, itineraries etc finalised All flights, itineraries etc finalised
Social/digital media PR continues Social/digital media PR continues Social/digital media PR continues
At least one media release a month At least one media release a month At least one media release a month
Stakeholder briefing document issued Stakeholder briefing document issued Stakeholder briefing document issued
Big media fam Monitor coverage received from fam Monitor coverage received from fam
Deliver mega fam FIFA media centre media packs FIFA media centre media packs
Monitor coverage and sweat it Compile pre and post media tour itineraries Compile pre and post media tour itineraries
Video- and podcasts posted regularly ‘Media arsenal’ (Welcome, etc) campaign ‘Media arsenal’ (Welcome, etc) campaign
Post news every day to news groups Meetings Africa ITB
Personal delivery of ‘experience pack’ Dance ‘workshops’ at SA stand Dance ‘workshops’ at SA stand
Media interventions focus on dance and 2010 Media interventions focus on dance and 2010
First quarter, FY 10-11
Pre-2010 World Cup 2010 World Cup
April 10 May 10 June 10
Global Media Engage Engage Engage
TBC TBC TBC
Activations Engage Engage Engage
Graffiti wall in Newtown SAT 2010 hot-air balloons / blimps SAT 2010 hot-air balloons / blimps
Soccer ball countdown World Cup
Photography campaign & competition Diski dance at Opening Ceremony and matches
Indaba 2010 & IMEX Photography competition
2010 Stand 2010 brochures and postcard maps
2010 Activations driving visitors to stand
2010 give-aways are handed out
Digital Engage Engage Engage
Distribute from digital assets Distribute from digital assets In Country Campaigns
Monitor blogs, YouTube, FaceBook Monitor blogs, YouTube, FaceBook Experiences uploaded to site
Traffic Drivers Traffic Drivers Mobile application expanded
PPC Keyword driver PPC Keyword driver Google opening day
Distribute content from events Distribute content from events Photographic Competition promotion
Video of famous SAcans doing the 2010 dance
Send digital material (dance moves, music) TVCs out
In Country Campaigns
Experiences uploaded to site
Mobile application expanded
Google opening day
Photographic Competition promotion
PR Engage Engage Engage
Mega fam invitations issued to journalists Mega fam invitations issued to journalists Issue 2010 destination and national stories
All flights, itineraries etc finalised All flights, itineraries etc finalised Mega fam invitations issued to journalists
Social/digital media PR continues Social/digital media PR continues All flights, itineraries etc finalised
At least one media release a month At least one media release a month Social/digital media PR continues
Stakeholder briefing document issued Stakeholder briefing document issued At least one media release a month
Monitor coverage received from fam Stakeholder briefing document issued
FIFA media centre media packs
Compile pre and post media tour itineraries
‘Media arsenal’ (Welcome, etc) campaign
Second quarter, FY 10-11
2010 World Cup Post 2010 World Cup
July 10 August 10 September 10
Global Media Engage Engage Engage
TBC TBC TBC
Activations Engage Engage Engage
SAT 2010 hot-air balloons / blimps Photography competition – voting opens Winners of photography competition announced
World Cup
Diski dance at Opening Ceremony and matches
Photography competition
2010 brochures and postcard maps
Digital Engage Engage Engage
In Country Campaigns Leverage visitor content / experiences Leverage visitor content / experiences
Experiences uploaded to site Online PR & Content syndication Online PR & Content syndication
Mobile application expanded Continue to drive users to southafrica.net Continue to drive users to southafrica.net
Google opening day Promote the competition Winners of photography competition announced
Photographic Competition promotion
PR Engage Engage Engage
Issue 2010 destination and national stories Drive ‘events capability’ & BT offerings Drive ‘events capability’ & BT offerings
Mega fam invitations issued to journalists Issue ‘brag’ stories Issue ‘brag’ stories
All flights, itineraries etc finalised Talk about the wealth of SA experiences Talk about the wealth of SA experiences
Social/digital media PR continues Stories of success and confidence. Stories of success and confidence.
At least one media release a month Social/digital media PR continues Social/digital media PR continues
Stakeholder briefing document issued At least one media release a month At least one media release a month
Third quarter, FY 10-11
Post 2010 World Cup
October 10 November 10 December 10
Global Media Engage Engage Engage
TBC TBC TBC
Activations Engage Engage Engage
Coffee table book launched
Digital Engage Engage Engage
Leverage visitor content / experiences Leverage visitor content / experiences Leverage visitor content / experiences
Online PR & Content syndication Online PR & Content syndication Online PR & Content syndication
Continue to drive users to southafrica.net Continue to drive users to southafrica.net Continue to drive users to southafrica.net
PR Engage Engage Engage
Drive ‘events capability’ & BT offerings Drive ‘events capability’ & BT offerings Drive ‘events capability’ & BT offerings
Issue ‘brag’ stories Issue ‘brag’ stories Issue ‘brag’ stories
Talk about the wealth of SA experiences Talk about the wealth of SA experiences Talk about the wealth of SA experiences
Stories of success and confidence. Stories of success and confidence. Stories of success and confidence.
Social/digital media PR continues Social/digital media PR continues Social/digital media PR continues
At least one media release a month At least one media release a month At least one media release a month
2010 Tool kits – Leverage PartnershipsTool kits Contain:• Diski TVC• Diski moves & music• Banners• Posters• 2010 Lifestyle Guide• Maps
2010Pre-2010 World Cup
PRE-2010 WORLD CUP – 13 May-10 July 2010ENGAGE
Objective: To showcase SA and get them involved in the South African experience
Target Audience: Consumers
Message: Come experience (like never before)
Global Media
• 2010 TVC flights on CNN EMEA & USA, BBC World, Eurosport, NewsCorp
9 May 2009 – March 2010
• 2010 Print on CNN EMEA
July – end September 2009 January – end March 2010
• TV Sponsorship - Eurosport: Road to 2010
9 May – June 2009 August 2009 – April 2010
• TV Sponsorship - News Corps (Sky, .Fox & ESPN): Road to South Africa's 2010
• TV Sponsorship - BBC World (Sport Today)
11 January – 22 February 2010
PRE-2010 WORLD CUP – 13 May-10 July 2010ENGAGE
Objective: To showcase SA and get them involved in the South African experience
Target Audience: Consumers
Message: Come experience (like never before)
Activations
• International Fan Parks
• Soccer ball countdown
• Cylinder filled with autographed soccer balls in host cities - soccer balls are removed as we count down days to the World Cup
• Photography campaign & competition
British & Irish Lions Tour – June/July 2009
Partnership Opportunities
• Coke Trophy Tour, Emirates, MTN
April 2010
• Graffiti wall in Newtown
May 2010 – July 2010
Confed Cup – 14-28 June 2009
Vodacom Challenge – July 2009
WTM & Soccerex – November 2009
Final Draw – December 2009
African Nations Cup – January 2010
ITB – March 2010
Indaba 2010 – May 2010
BIT – January 2010
• Diski dance activation and give away tickets to the next sporting event
• Radio promotion to win tickets to the next sporting event
• Handout 2010 collateral
• Postcard map handouts in establishments that enter(ed) Eteya & Welcome.
FIFA World Cup Qualifiers – June-Nov 2009
LAUNCH – 9-12 May 2009 ENGAGE
Indaba Objective: To convince the stakeholders to leverage on our 2010 campaign using our collateral
International Objective: To excite the world about how warm, friendly and welcoming destination SA
Target Audience: Trade, Sponsors, Host Cities, SAT and International consumers
Indaba Message: Use South Africa’s uniqueness and passion to welcome your guests
International Message: Come and celebrate the unique passion, exuberance and rhythm of SA
Digital
• Launch the 2010 Site leveraging the ATL Campaign Idea
• Launch TVC online
• Seed YouTube, MySpace, Blogs, Facebook with content generated from the launch
• Create and promote “Related content” drivers to southafrica.net V2
• Diski Moves & How to application on site
• Downloads of collateral on site
• Promotion of microsite exposure and product ddc/contact directory on site (enable consumers to engage with trade)
• Call to action for product to leverage the campaign collateral within their markets
• Capture Stations for product to upload detail and understand where it will be used
LAUNCH – 9-12 May 2009 ENGAGE
Indaba Objective: To convince the stakeholders to leverage on our 2010 campaign using our collateral
International Objective: To excite the world about how warm, friendly and welcoming destination SA
Target Audience: Trade, Sponsors, Host Cities, SAT and International consumers
Indaba Message: Use South Africa’s uniqueness and passion to welcome your guests
International Message: Come and celebrate the unique passion, exuberance and rhythm of SA
Public Relations
• Dance ‘workshop’ at Beach party
• Media FaceOff focuses on dance and 2010 (emphasis off of infrastructure and on excitement, rhythm)
• Media emphasis on 2010 tactical messages
• Trade messaging around ‘balloon activation’ – including promotion of balloon concept to provincial cities
• Global messaging on balloons and the hype around SA’s countdown to 2010
• Drive stakeholders to digital media
• Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion
• At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies
• Stakeholder briefing document issued to all stakeholders, host cities
PRE-2010 WORLD CUP – 13 May-10 July 2010ENGAGE
Objective: To drive visitors to SA in 2010 and get them involved in the South African experience
Target Audience: Consumers
Message: Come experience how welcoming our people are
Digital
• Distribute from digital assets (2010, southafrica.net V2 & affiliates)
• Monitor the blogs, YouTube, FaceBook and etc and participate in the online discourse steering messages to excitement,
positivity, Afro-optimism
• Traffic Drivers from Global Media Campaign
• PPC Keyword driver on 2010 and destination keywords
• Distribute content from events
June 2009
• Launch the 2010 Mobile Application for Confederation
Cup
• Launch Diski moves video competition on YouTube
• Launch Photographic competition
May 2010
• Video of famous (South) Africans doing the 2010 dance
posted on social media sites and spread virally
• Online campaign… send digital material (dance moves,
music) TVCs out SA agency and in-market agencies /
Media
May 2009 – June 2010
PRE-2010 WORLD CUP – 13 May-10 July 2010ENGAGE
Objective: To drive visitors to SA in 2010 and get them involved in the South African experience
Target Audience: Consumers
Message: Come experience how welcoming our people are
Public Relations
• Mega fam invitations issued to journalists by mid September
• All flights, itineraries etc finalised
Confed Cup June 14-28 2009
• Continue fine-tuning mega fam itinerary, host list, guest list
• Confirm prominent South Africans meeting diary
• Ensure all media/trade famils attend dance workshop
• Dance video now live on social media sites… monitor and gauge
• Updates on activities around ‘balloon activations’ in host cities
Big media fam
• Deliver mega fam: start with comprehensive briefing of journalists by CEO, LOC, Minister and ending with elaborate farewell event
• Monitor coverage and sweat it in social media, blogs, YT, FB
• Video- and podcasts posted regularly to social media sites for duration of trip and in weeks following
• Post news every day to SA newsgroup, related-interest news groups
• Personal delivery of ‘experience pack’ to guest journalists once they return home (DVD, fact sheets, wine, vuvuzelas etc)
• Dance ‘workshop’ at SA stand• Media interventions focus on dance and 2010
emphasis off of infrastructure and on excitement, 2010 tactical messages
• Monitor coverage received from fam• Prepare and issue through FIFA media
centre media packs for 2010 accredited media
• Compile pre and post media tour itineraries (suggested) for 2010 accredited media
• ‘Media arsenal’ (Welcome, etc) campaign planned for SA trade/public, ready to go beginning of June
• Dance ‘workshops’ at SA stand• Media interventions focus on dance and
2010 (emphasis off of infrastructure and on excitement, rhythm) and on 2010 tactical messages
• Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion
• At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies
• Early Mar early May, early Jul stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug
2010 focus at WTM
2010 focus at Meetings Africa, ITB
20102010 World Cup
2010 WORLD CUP – 13 May-10 July 2010ENGAGE
Objective: To welcome visitors and involve them in our celebration
Target Audience: Consumers
Message: Welcome to SA. Experience SA and share your experience
Activations
• Diski dance at Opening Ceremony and matches at the World Cup
• Photography campaign continues and competition opens where entrants stand a chance to win a trip back to SA – “Win a holiday like you’ve never had before”.
• Encourage participation from all visitors to share their stories and video clips
• Crew filming people at games and posting the clips on the net.
• Distribute 2010 brochures and postcard maps to visitors
• Coffee table book, with photos voted the best in the competition, is launched
2010 Activations / During 2010
2010 WORLD CUP – 13 May-10 July 2010ENGAGE
Objective: To welcome visitors and involve them in our celebration
Target Audience: Consumers
Message: Welcome to SA. Experience SA and share your experience
Digital
• In Country Campaigns inviting users to domestic activations and bringing user experiences into 2010 word of mouth
• Visitors experiences from the games uploaded to the site
• Mobile application expanded to serve content to in country visitors / leverage FIFA partner operators where possible
• Google opening day GoogleDoodle / Logo change / igoogle themes
• Photographic Competition promotion
2010 WORLD CUP – 13 May-10 July 2010ENGAGE
Objective: To welcome visitors and involve them in our celebration
Target Audience: Consumers
Message: Welcome to SA. Experience SA and share your experience
Public Relations
FIFA 2010 World CupJune 11 to July 11
• Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion
• At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies
• Issue 2010 destination and national stories each day during championship to media in attendance and to non-attending media (world wide through in-market agencies). Eg: hot places to visit in this city/province/country/region; vox pops from ordinary South Africans about hosting the Championship; predictions by the public on likely winners, losers etc
• Jul stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug
2010Post 2010 World Cup
POST 2010 WORLD CUP – 13 May-10 July 2009 PROMOTE & CONVERT
Objective: To communicate our proven capabilities and promote WOM
Target Audience: Consumers
Message: The South African success story... See why
Activations
• Photography competition – voting process launches
• Winners of competition are announced
• Coffee table book, with photos voted the best in the competition, is launched
POST 2010 WORLD CUP – 13 May-10 July 2009 PROMOTE & CONVERT
Objective: To communicate our proven capabilities and promote WOM
Target Audience: Consumers
Message: The South African success story... See why
Digital
• Leverage visitor content / experiences
• Online PR & Content syndication
• Continue to drive users to southafrica.net
• Promote the competition
POST 2010 WORLD CUP – 13 May-10 July 2009 PROMOTE & CONVERT
Objective: To communicate our proven capabilities and promote WOM
Target Audience: Consumers
Message: The South African success story... See why
Public Relations
• Drive ‘events capability’, Business Tourism offerings, unique settings.
• Issue ‘brag’ stories about success of 2010 and the awesome experiences discovered by fans attending the tournament.
• Now that SA is in the global limelight talk about the wealth of SA experiences and richness, diversity and affordability of the offering.
• Stories of success and confidence. An effective, fun, accessible high quality destination boasting world class infrastructure and facilities.
• Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion
• At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies
• Jul, Sept., Oct … stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug
Thank You
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