LEVERAGING THE WORLD CUP

JAMMS15 September 2010

CONTENTS

1.A Reflection on the World Cup in Cape Town

2.Legacy

3.Lessons Learnt

4.A Post World Cup Marketing Strategy

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’.

This was the foundation of our 2010 World Cup Strategy

Taking A Long-Term View

Our focus was never on the short term benefits of hosting this event, but rather on maximising the long term benefits and changing the opinion the world has of us, converting soccer fans into fans of Cape Town.

Our aim is to double the economic impact of tourism by 2020 and the successful hosting of the World Cup in Cape Town in winter has definitely made this target more attainable.

World Cup Marketing & Welcome Campaign to create lasting impressions

Airport Welcome

Cape Town International Airport VIC

Rainbow Guides and Maps

Rainbow Street Poles

Cape Town Welcome Banners

A Rainbow City

A Legible City

Tourism Ambassadors

Cape Town Welcomed the World!

We shared highs and lows...

FAN’S FAVOURITEBA passengers worldwide identified Cape Town as their favourite destination for 2010.

THE LEGACY OF THE 2010 FIFA WORLD CUP

NEW HOTELS – positive?15 on Orange HotelOne & Only HotelTaj Palace HotelRadisson Blu Hotel BlaauwbergPepper Club HotelThe Edge Hotel and SuitesDutch Manor Antique HotelEmerald Point Boutique Hotel Strand Tower HotelUpper East Side HotelCrystal TowersCoral International

THE CITY THAT’S ALWAYS IN SEASON

70% of World Cup fans found Cape Town’s winter to be much better than expected.

Cape Town created a powerful presence on the Web

• Dedicated website- May Visits: 60 000 -World Cup Month: 135 000

• Social Media-May Facebook Fans: 60 000-Current Facebook Fans: 120 000

• New Mobi-site

The media fell in love with Cape Town...

The positive media coverage of Cape Town before and during the World Cup

has raised the global profile of the destination to an all-time high.

Our strategy was to expose Cape Town to as many international journalists as

possible – 750 + media engaged

The BBC installed their studio on a rooftop near the V&A Waterfront for the

duration of the 2010 FIFA World Cup™.

17.5 million British viewers tuned into the BBC to watch their country go up

against Germany – with commentary from the Cape Town studio.

‘I’ve been fortunate enough to travel and live in Europe, Asia, Africa and the Americas, but I’ve never been to a city that makes such an immediate impression. The setting is breathtaking, and waking up each morning to Table Mountain’s flitting moods, a joy. Then you add in the friendliness of the people, the quality of the food and wine, and Cape Town’s sense of fun, and you have a truly special place.’ – Duncan Castles, The Observer, UK

‘I love everything about Cape Town.’ – John Walters, NBCSports.com

‘Cape Town is the most beautiful place on earth; it’s a world in one city...the best of Europe with an African touch. Even winter is a stunner.’ – Cecilia Guarani, Reuters

‘Cape Town is clean, green and full of friendly people. It is a very cosmopolitan and fascinating city.’ – Amar Singh, Goal.com UK

‘Cape Town is the ultimate world in one city.’ – Gary Hughes, Sky Sports

GLOWING REVIEWS

LESSONS LEARNED

• Tourism is central

• Citizens are key

• Cape Town must offer value

•Online is essential

• Treat the media like gold

• Global reputation management

• A strong brand is vital

Post World Cup Marketing Strategy

• PR, Media – Guest Relations (the dream)

• Trade – SAT Trade Road Show in UK, 6 - 9 September 2010 (the dream)

• Visitor - Winter Campaign (value), July – Sept 2010 (Domestic Market)

• My Cape Town Campaign (citizens), Tourism Month

• Cape Town Brand Project (the dream)

• Events Strategy (seasonality)

Winter Mini Website

Tripadvisor Partnership

Trade Campaign Posters and Buttons

Premier Local Travel Expo 19 000 Gauteng AudienceMessage –The City That’s Always in Season

Getaway Show

Leveraging This Reputation

Citizens and Tourism

“People often assume that tourism is only about visitors. Yet we know that for a city to be a great place to visit, it must also be a great place to live.

For this reason, encouraging a sense of shared enjoyment and ownership of Cape Town’s tourist attractions among locals is essential.

The World Cup proved that Capetonians are our most powerful destination ambassadors.

They are also the people who can help to protect and preserve our city’s unique tourism assets.”

Cape Town Tourism CEOMariette Du Toit-Helmbold

The ‘My Cape Town’ programme of events for World Tourism Month includes:

1. ‘My Cape Town Weekend’, in partnership with Table Mountain Aerial Cableway and other key attractions and events, on the long weekend of Friday 24 September (Heritage Day) to Monday 27 September (UNWTO World Tourism Day) . Aligned with Iziko Heritage Week, Cape Town Creative Week and ‘My Cape Town Weekend in the Company’s Gardens’

2. ‘Celebrating Tourism and Biodiversity’ on World Tourism Day

3. ‘Capture My Cape Town’, a photographic and video competition which runs throughout the month

‘My Cape Town’ Programme

‘My Cape Town Weekend’ Flyer

‘My Cape Town Weekend’ Vouchers

‘My Cape Town Weekend’ Mini Website

World Tourism Month Schools Competition

Media Campaign Rollout

Extensive media campaign and voucher giveaways in Community Newspapers and Radio Stations –

Radio: Good Hope FM, 567 Cape Talk, Radio Helderberg, Radio Tygerberg, Radio Zibonele, Radio CCFM, Voice of the Cape and Bush Radio

Community Newspapers: City Vision, City Press, People’s Post, TygerBurger, City Views, The Big Issue and the Next 48 Hours

Team Flyer Distribution

Locals Experiencing Cape Town

Locals living and loving Cape Town

My Cape Town Ambassadors!