Africa’s Greatest City,

ready to welcome

the World

Communication, Marketing and Branding

Chris Bruwer

21 April 2009

2010 FIFA WORLD CUP™ HOST CITY: CAPE TOWN

Media informing residents

COMMUNICATION OVERVIEW

• 10 Daily papers• 5 Business publications• 7 Weekly publications • 42 community papers

– 57% of residents get City news this way

• 6 TV stations• 17 Radio stations• 16 News agencies

Internal, external

COMMUNICATION TOOLS

•Media •Alerts, briefings, releases, open Council meetings, 2010 website•Media protocol and skills training•Monitoring and analysis

•Staff•Contact staff magazine, e-newsletters (22 000 staff), “mainstreamed project”

•Residents• City News insert in community papers• Information, education campaign with 2 media houses

•Stakeholder communication• Briefings, workshops, information sessions

PUBLICITY OPPORTUNITIES

Stadium

INFRASTRUCTURE MILESTONES

FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010

• Construction milestones• FIFA President visits• FIFA/OC visits• Celebrity, opinion leaders

visits• Visitor Centre lectures• Visitor Centre media

backdrops• Visitor Centre events• Media, radio listener visits

NAMING RIGHTS & OPERATOR

Sail/Stade de France

International success/local expertise

Management until 2010

Operation post 2010

Granger Bay Boulevard

TRANSPORT PROJECTS

FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010

• **

FINAL DRAW

FINAL DRAW

FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010

Programme •29 November – festive lights• 2 December - Welcome function• 3 December – Stadium ceremony• 4 December – Final draw• Closing function• Scenery, summer, much to do, see

Messaging considerations• African World Cup• Legacy• Grassroots involvement

2010 MARKETING PLAN

Economic Opportunities

ECONOMIC OPPORTUNTIES

Opportunity Result

Visitor Economy • Contribute to national & continental prestige and profile

•To facilitate local benefits for people/ firms/ communities•Money back to the City

Event Media Exposure

Access to infrastructure investment and facilities

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Attract Sponsors and Advertisers

Events, infrastructuremilestones, announcements

CAMPAIGN PILLARS

• Use as media, marketing, promotional and community events• Create “HOST CITY EVENTS” calendar • Source Host City Event Supporters sponsorship program• Roll out of Host City Poster and branding (Airport and City)

“People” campaign• Cape Town’s people, talk, fun, pride, lifestyle, food, music, places

Destination campaign• Things you MUST do and places you MUST see• Plan your trip around Cape Town

Campaign Phases

CAMPAIGN PHASES

Market FocusPhase 1:

2 years to go – Confed Cup

Phase 2:

Confed Cup – Final Draw

Phase 3:

Final Draw – Kick Off

Phase 4:

Event

Phase 5:

Post-event

Local

International

READINESS, CONFIDENCE, EXCITEMENT

MARKETING INITIATIVES

FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010

•Cape Media Services• DVD with images, content, contacts• Fact sheets• Contacts, spokespersons• Track www.capetown.gov.za/fifaworldcup and www.fifa.com• Additional services later

•International broadcaster bases in Cape Town•Media information campaign

• Media24, Independent Newspapers

MEDIA INFORMATION CAMPAIGN

• Two dominant media houses – Independent, Media 24•Information campaign•Outcomes campaigns

•News stories•Graphics, pictures•Features•Supplements•Posters,•Competitions•Booklets, brochures•Web and radio support for print

The supplements

Host City Event Supporters

• Right to stage Host City Events

• Right to approach FIFA affiliates

• Sport/Youth/Legacy/Fan Mile/PVA/Green Goal

• Media partnerships will underpin this

• Focus Jan 2010 to July 2010

Comprises Host City Plan and Third Party Advertising Master Plan

Appoint Consultant April

Site Audit and Survey May/June

Appoint Agency to sell, produce, install and service

Sell space for Final Draw Nov/Dec

Sell space for Event April to July

Dismantle and Recycle August

Host City Decoration Programme

FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010

“It’s not about the excellence of the facilities or the game, but the way people embrace the event” – Dr Danny Jordaan

415 days left!!THANK YOU

DANKIE

ENKOSI