Brand South Africa and Football World Cup 2010 by Lethepu Matshaba

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2. Content Brand South Africa 2010 FIFA World Cup Impact of the World Cup on Brand SouthAfrica Key Learnings 3. BRANDSOUTHAFRICA 4. International Marketing Council Established in 2001 to help develop a positive and compelling brand imageof South Africa Our Project Objectives : To transform the image of South Africa internally and externally by creating, coordinating and integratinga compelling South African brand proposition Our Communications Objective: To build awareness of and positiveengagement with this new positioning amongst core target audiences 5. International Marketing Council Joint Partnership Government Communication and Information Business (Unilever) South African Tourism Department of Trade and Industry Agency Unilever Brand Positioning Process used to develop SouthAfricas positioning rigour and credibility 6. International Marketing CouncilAlive withPossibility BrandKey VisionKPISustainableMomentum KPI KPI Country Vision Vision + discriminator + Build Receptiveness benefits Build reason to believe Current extraordinary peopleTHE PRESIDENT Key + achievementsFading Rainbow 7. Phased ApproachSustainCelebrate SAthe momentum Introduce Brand SA proposition Build receptivenessPhase 1Phase 2 Phase 3 8. AndThe Announcement 9. 2010 FIFA WORLDCUP 10. 2010 FWC A watershed moment Catalyst to help strengthen the image of South Africa andAfrica 9 Host Cities Unity in Diversity. One Voice. 10 Stadium 23 Work-streams identified 11. Marketing Strategic Priorities 12. Co-Creation of Event Platform Partnership SAT IMC OC Analysis of previous World Cups especially Germany 2006 Final Agreed Slogan KE NAKO. Celebrate Africas Humanity official slogan1.VOB Execution Partnership National Broadcaster; SAT; Host Cities ; Department of Education; Department of Arts and Culture; IMC; FIFA; 13. Ke Nako. Celebrate Africas Humanity. Possibility Diversity Humanity 14. Some Partnership Activities 15. Host Cities Displays & Promotions 16. France : SAT 17. Germany 2009 - SAT 18. Most Successful Campaign: Football Fridays 19. 2010 FWC Slogan was incorporated in the Look and Feel at selectedareas Media, Volunteers and Accreditation Centres 20. Stadium Dressing 21. Africas Time had ComeAnd the world Joined in thecelebrations. 22. 2010 FWCIMPACT ONBRANDSOUTHAFRICA 23. Overall Impact of 2010 FIFA World Cup A total of 309,554 foreign tourists arrived in South Africa for the primary purpose of Tourist Volumeattending the 2010 FIFA World Cup The total expenditure in South Africa by tourists who came specifically for the 2010 FIFA Tourist Spend World Cup was R3,64bn Length of Stay Average length of stay by these tourists was 10.3 nightsGauteng, Western Cape and KwaZulu-Natal were the most visited provinces during theGeographic2010 FIFA World Cup receiving with more than 80,000 tourists visiting each of theseSpreadprovincesTotal awareness of South Africa as a leisure destination increased by 9% following theBrand eventawareness The intention to visit South Africa in the short term increased by 35% following theevent Source: SAT 2010 Impact Study 24. There were 309,554 foreign tourists who arrived in South Africa for the 2010 FIFA World Cup1,401,725 foreign touristarrivals in June & July 2010 Tourists who indicatedtheir primary purpose of visiting South Africa was to attend the 2010 FIFAWorld Cup309,554 foreign tourist arrivals for the 2010 FIFA World Cup Tourist Arrivals from Top Source Countries in Each RegionTotal Foreign Tourist11%13%24% 32% 6% 8% 4% Arrivals(309,554)1% 25. Foreign tourists who attended the 2010 FIFA World Cupspent R3,64bn directly in South Africa Europe contributed the most (nearly one-fourth) in the total revenue generated by the tourists that visited South Africa for the 2010 FIFA World CupTotal Foreign Direct Spend (excl. capex) by RegionRand (in MM)Source: SAT Departure Survey 26. More than two-thirds of the tourists who attended the 2010 FIFA World Cup, perceived South Africa as a great host South Africas Perception as the World Cup Host Extremely Good Good Neutral Bad Extremely Bad Percent of Tourists OverallAfrica Africa Air Asia Australia Central & Europe MiddleNorthLand South EastAmericaAmericaSource: SAT Departure Survey 27. Tourists also found their experience in the country much better than they expected before arriving to South Africa Experience in South Africa versus ExpectationBetter thanExpectedSame asExpectedWorse thanExpected Percent of Tourists Overall Africa Africa Air Asia Australia Central & Europe MiddleNorth Land South EastAmerica AmericaSource: SAT Departure Survey 28. Approximately 90% of tourists who attended the 2010 FIFA World Cup mentioned that they will consider visiting South Africa again in the future Future Consideration to Visit South AfricaYesPossiblyNo Percent of Tourists Overall Africa Africa Air Asia Australia Central & Europe MiddleNorth Land South EastAmerica AmericaSource: SAT Departure Survey 29. Nearly every tourist that visited South Africa for the 2010 FIFA World Cup is willing to recommend the country to their friends and relatives Recommendation to Visit South AfricaYesPossiblyNo Percent of Tourists Overall Africa Africa Air Asia Australia Central & Europe MiddleNorth Land South EastAmerica AmericaSource: SAT Departure Survey 30. Globally, there has been a significant improvement inSouth Africas brand, post the 2010 FIFA World CupBrand Journey Scores Longitudinal Trend 20102010 % Change 20082009 (Pre WC)(Post WC)(Pre and Post WC) Total Awareness 76% 79%78%85%+9% Unaided Awareness 19% 19%18%20%+11%Positivity 37% 38%37%43%+15%Long Term Consideration32% 32%31%38%+22%Likely to Seek info18% 18%18%24%+34%Sought Info22% 21%22%26%+21%Short Term Consideration 11% 11%11%14%+35%Visited Recently8%7% 7%10%+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)Source: SAT 2010 Impact Study 31. This imagecannotcurrently bedisplay ed. In particular, locations featured, promotional campaigns and articles in magazinesand newspapers were key sources that increased awareness of South AfricaBased on those who Mentioned World Cup Related Media/Channel as their First Source of Awareness, (n=1,164)60% The three key sources that helped South Africa increase its awarenessare live telecast of the49%47% matches/associated news on TV,42% promotional campaigns, and newspaper/magazine articles aboutthe World Cup 29% 28%30% 4%0%Saw locationsSaw promotional Read Searched onHeard from Went to attend the on TV duringcampaignsnewspapers/magazinesinternet during/ tour operatorsWorld Cupthe World Cupof the World Cupduring the World Cup post the FIFAduring the World Cup World Cup Source: SAT 2010 Impact Study 32. KEYLEARNINGS 33. 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 34. 2010 FWC Spectator Services is critical future ambassadors Leverage the event internally and abroad Alignment, Alignment, Alignment Engage Stakeholders meaningfully debate but makedecisions and move on Its 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 35. Thank youand best ofluck Team Ukraine!!