africa’s greatest city, ready to welcome the world communication, marketing and branding
TRANSCRIPT
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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
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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
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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
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PUBLICITY OPPORTUNITIES
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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
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NAMING RIGHTS & OPERATOR
Sail/Stade de France
International success/local expertise
Management until 2010
Operation post 2010
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Granger Bay Boulevard
TRANSPORT PROJECTS
FOR HOST CITY CAPE TOWNFIFA WORLD CUP SOUTH AFRICA 2010
• **
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FINAL DRAW
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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
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2010 MARKETING PLAN
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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
---------------------------------------------
Attract Sponsors and Advertisers
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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
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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
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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
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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
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The supplements
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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
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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
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“It’s not about the excellence of the facilities or the game, but the way people embrace the event” – Dr Danny Jordaan
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415 days left!!THANK YOU
DANKIE
ENKOSI