2010 MARKETING STRATEGY7 JULY 2009

Some facts about 2010

• Record 204 countries participating

• 350 000+ visitors expected in SA

• 4 out of 5 visitors indicate they would like to stay in Cape Town

• 3 million tickets for 64 matches

• 2010 TV Rights worth R14,7 billion

INTRODUCTION

OPPORTUNITIES

• Destination Marketing

• Legacy– Economic Development & Job Creation– Improved and new infrastructure– Civic Pride– Service Excellence– Sustainable & Green Cape Town– Safety & Security– 365 destination

Project Scope• A - Destination Marketing

• B - Visitor Services

• C - Industry Services & Accommodation

• D - Responsible Tourism

• E - Communication

• F - eMarketing

3…

365

• 11 June 2009 -1 Year to kick off • Cape Town Soccer Brand launched • 2010 mini website launched • Cape Town Citizen & Industry Activation launched

2…

Confederations Cup

• 14 - 26 June 2009 • Research programme undertaken to profile the sports

tourist we can expect for 2010 (350+ interviews)• 2010 Welcome Campaign launched • Extended Stay Campaign launched• 1st 2010 bookings received via 2010 Mini-website

1…

FINAL DRAW• 4 December 2009• International Broadcasters Conference (6-8 Dec)• 2010 FIFA Hospitality Programme • FIFA & Host City Event Programme• Media packages • Guest Relations Programme

GO…2010 FIFA WORLD CUP

• 11 June – 11 July 2010• 8 games in Cape Town• Welcome Campaign• Focus:

– In-destination visitor services– In-destination marketing activations– Industry and community participation

THE CUSTOMER JOURNEY

Marketing and visitor services should be considered as part of one continuum or life-cycle, communicating with people at different stages in the ‘customer journey’.

Dream/ select Plan Book Visit

Recollect, recommend anticipate

WHAT DOES ‘READY’ MEAN?

Greenpoint Stadium

• It will host 8 matches, including, quarter-final & semi-final

• 68 000 seats for 2010 World Cup matches

• 13 000 temporary seats > 55 000 seats post 2010

• Footprint equivalent to six city blocks, 50m tall, 15 storey building

• Basement parking for 1200 cars

• 16 x lifts throughout stadium

YES, INFRASTRUCTURE

• Airport and Cape Town Station being upgraded to world class facilities > completion: March 2010

• Road infrastructure upgraded

• New Hotels (45% growth in capacity over last 5 years)

MORE INFRASTRUCTURE

A safe city for visitors and citizens The police expect to deploy some 41 000 officers to safeguard the soccer events – for which they have allocated R640 million and bought equipment and services worth R665 million.

2010 Cape Town Visitor Safety Programme integrated with Host City Safety Workstream, police, disaster management and tourism.

YES, SAFETY

Cape Town as a lifestyle & entertainment capital •FIFA Fan Park at Grand Parade

• FIFA Fan Walk linking Grand Parade with Stadium

• 3 Public Viewing Areas: Athlone, Bellville & Swartklip

• 2 Training Venues

• At least 2 Base Camps

YES, ENTERTAINMENT

Cape Town has an excellent tourism infrastructure and is an established host city of major events • 2 700+ accredited tourism businesses• 50 000+ beds in greater Cape Town (70 000)• 300+ tour operators• FIFA Accommodation Programme•Temporary Accommodation Plan • Major Attractions gearing up for 2010• 2010 Destination Pricing Strategy • Cape Town Tourism Visitor Network

YES, GOOD TOURISM INFRASTRUCTURE

PLUS, CITIZEN ACTIVATION! THE GOAL

To inspire citizens and visitors to become passionate ambassadors for Cape Town (both before, during and long after 2010) by celebrating Cape Town as a uniquely authentic Host City.

• Inspire confidence with the message, “Cape Town, Ready to Welcome The World”

• Inspire excitement with the activations “Live It! Love It! LOUDER!”

• Inspire ownership by launching dedicated 2010 website to empower citizens with current information and 2010 social networking opportunities. 

2010 GAME PLAN

THE KICKOFF

• Launch R1,1 million campaign on 11 June 2009, “One Year to Kickoff” and sustain with private sector partners.

• Billboards at airport, en route to city & in CBD.

• CBD activation with sightseeing bus, symbolic kickoff, media launch of www.capetown.travel/2010 website and Live It! Love It! LOUDER! campaign.

CTT CITIZEN ACTIVATION PLAN

 

INSPIRING CONFIDENCE

FIFA endorsed Billboard campaign at airport and iconic Cape Town CBD sites

INSPIRING EXCITEMENT

• Live It! Love It! LOUDER! citizen activations from 11 June until 2010 kickoff.

• Involve schools, media, communities and businesses in catching and spreading 2010 fever – CAPE TOWN STYLE!

INSPIRING INDUSTRY

‘Unofficial’ 2010 logo developed for tourism industry as part of an industry activation campaign – to be used as a symbol of ownership of 2010.

Endorsed by Host City and FIFA as a platform for fans and locals to connect with 2010 and Cape Town. www.capetown.travel/2010

The web is the most effective platform to show the world just why Cape Town is such a remarkable host city and inspire visitors to make Cape Town their address of choice before, during and after the World Cup.

2010 WEBSITE

POST 2010 STRATEGY: MANAGING PERCEPTIONS & EXPECTATIONS

• Hosting major events can stall tourism growth

MANAGING PERCEPTIONS & EXPECTATIONS

• Need to manage realistic expectations

• Integrated planning with provision for interventions

• Get industry & citizens on board & communicate

• Maintain position as value for money destination

• Ensure pricing not exceed peak season pricing

• Use event to counteract seasonality and attract interest from non-traditional markets

Live It! Love It! LOUDER!