BRAND
SOUTH
AFRICA
AND FWC
2010
• Brand South Africa
• 2010 FIFA World Cup
• Impact of the World Cup on Brand South Africa
• Key Learnings
Content
BRAND
SOUTH
AFRICA
• Established in 2001 to help develop a positive and compelling brand image
of South Africa
International Marketing Council
Our Communications Objective: To build awareness of and positiveengagement with this new positioning amongst core target
audiences
Our Project Objectives : To transform the image of South Africa internally and externally by creating, coordinating and integrating
a compelling South African brand proposition
• Joint Partnership
– Government Communication and Information
– Business (Unilever)
– South African Tourism
– Department of Trade and Industry
– Agency
• Unilever Brand Positioning Process used to develop South
Africa’s positioning – rigour and credibility
International Marketing Council
Sustainable
Momentum
Country Vision
Vision + discriminator +
benefits
THE PRESIDENT
Build Receptiveness
Build reason to believe
extraordinary people
+ achievements
CurrentKey
Brand Key
VisionKPI
KPI
KPI
Alive with Possibility
FadingRainbow
International Marketing Council
Build receptiveness
Phase 1 Phase 2 Phase 3
Introduce Brand SA proposition
Sustain
the momentumCelebrate SA
Phased Approach
And…The Announcement
2010 FIFA
WORLD
CUP
2010 FWC
• A watershed moment
• Catalyst to help strengthen the image of South Africa and
Africa
• 9 Host Cities
– Unity in Diversity. One Voice.
• 10 Stadium
• 23 Work-streams identified
Marketing Strategic Priorities
Co-Creation of Event Platform
• Partnership – SAT
– IMC
– OC
• Analysis of previous World Cups – especially Germany 2006
• Final Agreed Slogan– KE NAKO. Celebrate Africa’s Humanity
– official slogan1.VOB
• Execution – Partnership– National Broadcaster; SAT; Host Cities ; Department of Education;
Department of Arts and Culture; IMC; FIFA;
Ke Nako. Celebrate Africa’s Humanity.
• Possibility
• Diversity
• Humanity
Some Partnership Activities
Host Cities Displays & Promotions
France : SAT
Germany 2009 - SAT
Most Successful Campaign: Football Fridays
2010 FWC
• Slogan was incorporated in the Look and Feel at selected
areas – Media, Volunteers and Accreditation Centres
Stadium Dressing
Africa’s Time had Come
And the world Joined in the
celebrations….
2010 FWC
IMPACT ON
BRAND
SOUTH
AFRICA
Overall Impact of 2010 FIFA World Cup
Tourist Spend
� The total expenditure in South Africa by tourists who came specifically for the 2010 FIFA
World Cup was R3,64bn
Tourist Volume
� A total of 309,554 foreign tourists arrived in South Africa for the primary purpose of
attending the 2010 FIFA World Cup
Length of Stay � Average length of stay by these tourists was 10.3 nights
Geographic
Spread
� Gauteng, Western Cape and KwaZulu-Natal were the most visited provinces during the
2010 FIFA World Cup receiving with more than 80,000 tourists visiting each of these
provinces
Brand
awareness
� Total awareness of South Africa as a leisure destination increased by 9% following the
event
� The intention to visit South Africa in the short term increased by 35% following the
event
Source: SAT 2010 Impact Study
1,401,725 foreign tourist arrivals in June & July 2010
Tourists who indicated their primary purpose of
visiting South Africa was to attend the 2010 FIFA
World Cup
309,554 foreign tourist arrivals for the 2010 FIFA
World Cup
Tourist Arrivals from Top Source Countries in Each Region
11% 13% 24% 32% 6% 8% 4%
1%
Total Foreign Tourist Arrivals
(309,554)
There were 309,554 foreign tourists who arrived in South Africa for
the 2010 FIFA World Cup
Foreign tourists who attended the 2010 FIFA World Cup
spent R3,64bn directly in South Africa
Total Foreign Direct Spend (excl. capex) by Region
Rand (
in M
M)
Source: SAT Departure Survey
Europe contributed the most (nearly one-fourth) in the total revenue generated by the tourists that
visited South Africa for the 2010 FIFA World Cup
South Africa’s Perception as the World Cup Host
More than two-thirds of the tourists who attended the 2010 FIFA
World Cup, perceived South Africa as a great host
Source: SAT Departure Survey
Perc
ent of T
ourists
Extremely Good
Good
Neutral
Bad
Extremely Bad
Overall Africa
Land
Africa Air Asia Australia Central &
South
America
Europe Middle
East
North
America
Experience in South Africa versus Expectation
Tourists also found their experience in the country much better than they expected before arriving to South Africa
Perc
ent of T
ourists
Source: SAT Departure Survey
Better than
Expected
Same as
Expected
Worse than
Expected
Overall Africa
Land
Africa Air Asia Australia Central &
South
America
Europe Middle
East
North
America
Future Consideration to Visit South Africa
Approximately 90% of tourists who attended the 2010 FIFA World
Cup mentioned that they will consider visiting South Africa again
in the future P
erc
ent of T
ourists
Source: SAT Departure Survey
Yes
Possibly
No
Overall Africa
Land
Africa Air Asia Australia Central &
South
America
Europe Middle
East
North
America
Recommendation to Visit South Africa
Nearly every tourist that visited South Africa for the 2010 FIFA
World Cup is willing to recommend the country to their friends
and relatives
Overall
Yes
Possibly
No
Perc
ent of T
ourists
Source: SAT Departure Survey
Africa
Land
Africa Air Asia Australia Central &
South
America
Europe Middle
East
North
America
2008 20092010
(Pre WC)2010
(Post WC)
% Change
(Pre and Post WC)
Total Awareness
Unaided Awareness
Positivity
Long Term Consideration
Likely to Seek info
Sought Info
Short Term Consideration
Visited Recently
76% 79%
19% 19%
37% 38%
32% 32%
18% 18%
22% 21%
11% 11%
8% 7%
78% 85%
18% 20%
37% 43%
31% 38%
18% 24%
22% 26%
11% 14%
7% 10%
+9%
+11%
+15%
+22%
+34%
+21%
+35%
+37%
Note: Core Markets weighted according to relative investment spend – Australia = 6%, France = 17%, Germany = 18%, India = 6%, Netherlands = 18%, UK = 18% & US = 17%;
Investment Markets weighted according to – China = 32%, Italy = 43% and Japan = 25%; Global Average, according to investment spend: Core = 91%, Non core = 9%;
2008 (n=17,501), 2009 (n=17,430), Pre World Cup (n=8,705), Post World Cup (n=3,012)
Brand Journey Scores – Longitudinal Trend
Globally, there has been a significant improvement in
South Africa’s brand, post the 2010 FIFA World Cup
Source: SAT 2010 Impact Study
This image cannot currently be displayed.
In particular, locations featured, promotional campaigns and articles in magazines
and newspapers were key sources that increased awareness of South Africa
28%29%
42%
47%49%
0%
30%
60%
Went to attend the
World Cup
4%
Heard from
tour operators
during the
World Cup
Searched on
internet during/
post the FIFA
World Cup
Read
newspapers/magazines
during the World Cup
Saw promotional
campaigns
of the World Cup
Saw locations
on TV during
the World Cup
The three key sources that helped
South Africa increase its awareness
are ‘live telecast of the
matches/associated news on TV,
promotional campaigns, and
newspaper/magazine articles about
the World Cup
Based on those who Mentioned World Cup Related Media/Channel as their First Source of Awareness, (n=1,164)
Source: SAT 2010 Impact Study
KEY
LEARNINGS
Brand South Africa
• Top Level Buy-in, endorsement and visible support
• Separate entity from government – credibility and continuity
• Its about the country - not internal competition
• Project requires sufficient funding
• Clarify Target Audience – cannot reach the whole world
• Work with others who have done it before
• Engage the media and always tell the truth
• Long Term Project ....Do it properly
• Discuss Debate and Agree process upfront and stick to it
2010 FWC
• Spectator Services is critical – future ambassadors
• Leverage the event internally and abroad
• Alignment, Alignment, Alignment
• Engage Stakeholders meaningfully – debate but make
decisions and move on
• It’s about the country
• World Class Execution is a must
• It will come and it will go
– Success is what happens long after the final whistle has been blown
• Always remember that failure is not an option
Thank you
and best of
luck Team
Ukraine!!