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ACTIVITIES AND ATTRACTIONS
Some facts about 2010
• Record 204 countries participating• 350 000+ visitors expected in SA• 4 out of 5 visitors indicate they prefer Cape Town• 3 million tickets for 64 matches• 2010 TV Rights worth R14,7 billion
INTRODUCTION
Project Scope• A - Destination Marketing
• B - Visitor Services
• C - Industry Services & Accommodation
• D - Responsible Tourism
• E - Communication
• F - eMarketing
THE GAME PLANInspire confidence with the message, “Cape Town, Ready to Welcome The World”Inspire excitement with the activations “Live It! Love It! LOUDER!”Inspire ownership by launching dedicated 2010 website to empower citizens with current information and 2010 social networking opportunities.
CTT MARKETING PLAN
INSPIRING CONFIDENCE
Billboard campaign with official logo at airport and iconic Cape Town CBD sites
INSPIRING EXCITEMENT
Live It! Love It! LOUDER! citizen activations from 11 June until 2010 kickoff. Involve schools, communities and businesses in catching and spreading 2010 fever.
INSPIRING INDUSTRY
‘Unofficial’ 2010 logo developed for CTT members as part of an industry activation campaign – to be used as a symbol of ownership of 2010.
“We have invested in the latest web technology and cutting edge design to showcase Cape Town to the world, whilst creating an interactive space where locals can celebrate their city and learn more about the Beautiful Game. The web is the most effective platform to show the world just why Cape Town is such a remarkable host city and inspire visitors to make Cape Town their address of choice before, during and after the World Cup.”
2010 WEBSITE
An interactive video portal where fans can upload their YouTube fan videos An interactive Google Map where users can explore the city’s major attractions and 2010-related events A Twitter feed where users can view 2010-related Twitter posts from around the world A slideshow of Green Point Stadium’s various stages of construction A 2010 blog with the inside scoop on Cape Town’s gearing up for 2010 Frequently asked questions on topics such as stadiums, tickets and transport An accommodation section with the choice of nearly 1000 establishments for fans to book their accommodation for 2010 Guides to getting around Cape Town, entertainment hotspots and what to see and do in the Mother City A news feed of all 2010-related news from South African news outlets An email newsletter and SMS notification service, to keep fans up to date with the latest 2010 news and events relating to Cape Town A Member Zone where Cape Town Tourism members can download presentations and membership information Top 100 attractions to visit in Cape Town while at the 2010 World Cup
Ensuring buy-in from local citizens is key to hosting an unforgettable event in 2010.
We need local community involvement, support, ownership and excitement, starting NOW.
The 365 countdown begins…
CAPETONIANS, READY TO WELCOME THE WORLD!
3…365
• 11 June 2009 -1 Year to kick off • Soccer imagery launched • 2010 mini site launched
2…Confederations Cup
• 14-26 June 2009 • Research program undertaken to profile the
sports tourist we can expect for 2010 • 2010 Welcome campaign launched • Extended stay campaign launched
1…FINAL DRAW
• 4 December 2009• 2010 FIFA spouse programme • Media packages • Guest relations programme
GO…2010 FIFA WORLD CUP
• 11 June – 11 July • In-destination visitor services • In-destination marketing activations• Industry and community participation
2010 LEGACY FOR CAPE TOWN “The FIFA 2010 World Cup is the single most important event in South Africa’s recent history. If managed properly, the economic and tourism legacy benefits will be felt for a very long time into the future. Cape Town is ready to welcome the world to the 2010 FIFA World Cup.”—
Mansoor Mohamed, Executive Director for Economic, Social Development and Tourism
