2010 TOURISM ORGANIZING PLAN
MARKETING PROGRESS REPORT
Background
2010 Tourism Organizing Plan
SAT Progress Implementing Plan
International Marketing Campaigns
Domestic Marketing Campaigns
Future 2010 Campaigns
Content
Current Tourism Trends
Institutional Coordination
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
Current Trends
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%
Note: UNWTO estimates incorporate provisional data for some regions
Source: Statssa Tourism & Migration release December 2008, SAT analysis; UNWTO World Tourism Barometer, Jan 2009
8.3% 7.9%
10.2%
4.2%
13.4%
4.7%6.1%
5.5%4.6%
1.6%0.1%
11.3%
3.6%
1.3%
0%
5%
10%
15%
20%
South Africa
Africa Asia and the Pacific
Europe Middle East Americas World
07 vs 06
08 vs 07
Year-on-Year Change in Foreign Arrivals to each region%
Ch
an
ge
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
*Comments captured above based on opinion of participants interviewed and anecdotal evidence
Source: StatsSA, Tourism & Migration release
Arrivals to South Africa continues its upward climb reaching 9,6 million arrivals in 2008
0
2
4
6
8
10
121
96
6
19
68
19
70
19
72
19
74
19
76
19
78
19
80
19
82
19
84
19
86
19
88
19
90
19
92
19
94
19
96
19
98
20
00
20
02
20
04
20
06
20
08
State of Emergency
Foreign Tourist Arrivals to South Africa, 1966-2008
Arr
iva
ls (
Mill
ion
s)
First Democratic Elections
Nelson Mandela released
Sanctions against South
Africa lifted
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
Sanctions Era
9,6 million arrivals in 2008
Rugby
World Cup9/11
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.
AFRICAAFRICAAFRICAAFRICA
7,329,103 arrivals 7.0% up from 2007
7,329,103 arrivals 7.0% up from 2007
Central & South AmericaCentral & South America
62,988 arrivals 9.6% up from 2007
62,988 arrivals 9.6% up from 2007
North AmericaNorth AmericaNorth AmericaNorth America
344,420 arrivals 4.4% up from 2007
344,420 arrivals 4.4% up from 2007
EuropeEuropeEuropeEurope
1,406,350 arrivals 0.5% down from 2007
1,406,350 arrivals 0.5% down from 2007
AsiaAsiaAsiaAsia
201,657 arrivals 7.6% down from 2007
201,657 arrivals 7.6% down from 2007
AustralasiaAustralasiaAustralasiaAustralasia
120,929 arrivals 4.9% up from 2007
120,929 arrivals 4.9% up from 2007
Middle EastMiddle East
45,786 arrivals 11.2% up from 2007
45,786 arrivals 11.2% up from 2007
Indian Ocean IslandsIndian Ocean Islands
19,524 arrivals 10.1% up from 2007
19,524 arrivals 10.1% up from 2007
Source: SAT Table A December 2008
Jan to Dec 2008
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.
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
Total w ithout WC 5,731 5,891 5,872 5,787 6,430 6,505 6,678 7,369 8,396 9,091 9,482 9,819 10,125 10,434 10,748 11,063 11,377 11,690 12,004 12,316 12,629
Total w ith WC 5,731 5,891 5,872 5,787 6,430 6,505 6,678 7,369 8,396 9,091 9,482 9,819 10,384 10,434 10,748 11,063 11,377 11,690 12,004 12,316 12,629
1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008e 2009T 2010P 2011P 2012P 2013P 2014P 2015P 2016P 2017P 2018P
Note: This estimate includes the FIFA family estimated at 150,0008
Additional 259k arrivals
Core Markets
Kenya
Nigeria
Botswana
USA
UK
Australia
India
France
Germany
Netherlands
Tactical Markets
Tanzania
Ghana
Lesotho
Swaziland
Singapore
Switzerland
Ireland
Investment Markets
Angola
DRC
Canada
China
Japan
Italy
Sweden
Mozambique
Zimbabwe
Watch-List Markets
Brazil
Malaysia
Egypt
Namibia
UAE
New Zealand
Belgium
Korea
Austria
Denmark
Norway
Spain
Portugal
Strategic Importance / Hubs
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
A large number of arrivals are expected to be from South African Tourism’s key source markets
Core Markets
Market presence
ATL + BTL
promotions
2010 activations
Media hosting
JMA with trade
TV & cinema
Tactical Markets
Limited
educational
trade workshops
Media hosting
TV & cinema
Investment Markets
JMA with trade
Media hosting
TV & cinema
Watch-List Markets
Print advertorials
Media hosting
Limited
activations
TV
Strategic Importance / Hubs
Opportunistic
activations
Partnership with
embassies
TV
SA Tourism Role in Markets
2010 Tourism Organizing Plan
World class African World Cup Lasting social legacy
Spread benefit to continent
Sustainable GDP growth Sustainable job creation Redistribution and
Transformation
Broader objectives of 2010 Event Mandate for Tourism
To achieve the 2010 tourism objectives we need to capitalise on opportunities presented by the World Cup and
address key tourism challenges
Capitalising on 2010 Capitalising on 2010 Arrivals and ExposureArrivals and ExposureCapitalising on 2010 Capitalising on 2010
Arrivals and ExposureArrivals and Exposure
Addressing Key Tourism Addressing Key Tourism Challenges To Deliver the Challenges To Deliver the
ExperienceExperience
Addressing Key Tourism Addressing Key Tourism Challenges To Deliver the Challenges To Deliver the
ExperienceExperience
Information and Transactional
Fulfilment
Information and Transactional
Fulfilment
Tourism-friendly Transport and Tourist
Safety & Security
Tourism-friendly Transport and Tourist
Safety & Security
Marketing and BrandingMarketing and Branding
Skills and Service Levels
Skills and Service Levels
AccommodationAccommodation
Events and AttractionsEvents and Attractions
Position South Africa to
Achieve its Tourism
mandate and broader 2010 Objectives…
… by…
…through coordinated
interventions within each
functional area.
Objectives of the 2010 Tourism PlanObjectives of the 2010 Tourism Plan Contribute to a successful event Maximise tourism value from event Enable other African countries to benefit
Brand SA as a tourism destination Advance the tourism competitiveness
agenda
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
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 Increase the number of graded establishments Identify existing and alternative accommodation
for short-term spikes in demand
Ensure sufficient tourism-friendly public transportation to tourism focal points
Ensure completion & implementation of a national tourism safety plan
Address poor service levels and skills shortages at key consumer touch points
Coordinate event planning to maximize tourism value from the event
Coordinate development and upgrading of attractions
SAT / DEAT
AccommodationAccommodation
Transport & Safety
Transport & Safety
Skills & Service Levels
Skills & Service Levels
Marketing &
Branding
Marketing &
Branding
InformationInformation
Events &AttractionsEvents &
Attractions
1.1.
2.2.
3.3.
12.12.
13.13.
14.14.
15.15.
17..17..
16.16.
18.18.
5.5.
6.6.
10.10.
11.11.
9.9.
7.7.
8.8.
4.4.
SATSAT DEATDEAT
SAT Progress of 2010 Tourism Organizing Plan
InitiativeInitiative ProgressProgress
Information
Create content management platform
Launched 2010 consumer & stakeholder web portal at Indaba 2008. Currently registered 170 stakeholder organizations
Research WC demandCompleted 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
Summary
International Marketing Campaigns
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
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
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)
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
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)
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)
Global Media Partners
National Geographic 3x brand TVCs (including: My Life, Numbers and 2010)
Total distribution: 113,000,000
Europe
India
Australia
USA
Global Media Partners
PRE-2010 WORLD CUP – 13 May 09 - July 2010ENGAGE
Objective: To showcase SA and get them involved in the South African experience
Target Audience: Consumers
Message: Come experience (like never before)
ActivationsBritish & Irish Lions Tour – June/July 2009
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
• 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
FIFA World Cup Qualifiers – June-Nov 2009
• 2010 Tool kits – USB arm bands
• 2010 Lifestyle Guide
• 2010 Maps
Production of Collateral
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
JATA Trade Show – Japan – Sep 09
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.
Domestic Marketing Campaign
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
2010 Domestic Campaign / Icon / Logo
2010 Domestic PR LeverageGenerate 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
2010 National Diski DayEngage Government, media, schools, corporate and the average South African
Utilising Lucas Radebe - we will enlist 2010 x South African corporate to become official ambassadors
Corporate’s 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 African’s 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
Future 2010 Campaigns
2009 Events
EVENT ACTIVITIES
WTMNovember 09London
• Media event• Experiential exhibition
EVENT ACTIVITIES
SoccerexNovember 09
• Media event• Host foreign media
EVENT ACTIVITIES
FIFA QualifiersJuly – Nov 09
• Media events to welcome participating countries in each qualifying market
EVENT ACTIVITIES
Final DrawDecember 09
• Media event• Host foreign media
2009/10 Events
EVENT ACTIVITIES
Indaba 2010May 2010
• Media event• Soccer activation
EVENT ACTIVITIES
ITBMarch 2010
• Media event• Soccer activation
Institutional Coordination
International Domestic Africa
LOC 1.Promo (Ad)2.Magazine Programme (FIFA)3.Reputation Management4.Visiting qualifying Countries (2009/10 Road shows
1.Confederations Cup – public activations2.Promo (Ad)3.SA United (Incl. IMC, GCIS)
1.Communications Affiliates Promo (Ad)
SAT 1.2010 Global Campaign – Diski Dance2.Relationship with Media 3.WTM, ITB, Indaba
1. Shot Left ( using shot left to promote the Diski dancers)
2. Media Relationships
1. Global advertising2. Media relations3. Event marketing
IMC 1. Mass Mobilisation2. Fly the Flag Campaign3. National Partnership
Conference
1. TV Advert2. World Economic Forum
on Africa – Cape Town (partnership with The Dti)
GCIS 1. Reputation Management 1. Fly the Flag campaign2. Roadshows – Tertiary3. Provincial mass
mobilisation Roadshows
TBA
SABC 1. Siyanqoba2. Sea of Gold3. Greening the Nation4. Every Child a Radio
1. African Union of Broadcasters Conference
Agreed Roles - National
Provincial Tourism Authorities
1.Packaging of provincial tours2.Marketing of provincial destinations3.Provincial marketing coordination4.Information management – provincial accommodation stats
Host City Tourism Authorities
1.Packaging of city tours2.Marketing of city attractions3.Information management – city accommodation stats4.Event management
Host City 2010 Units 1.Management of safety & security plans2.Management of transport plans3.Management of infrastructure upgrades4.Logistical support to LOC5.Management of volunteer program
Provincial & Local
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
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 SA’s ability to host
international events• Involves participation of sports and tourism sectors• Sports Tourism conference to precede exhibition