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Leveraging Leveraging 2010 2009 – 2010 Campaign Rollout.

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Presentation on theme: "Leveraging Leveraging 2010 2009 – 2010 Campaign Rollout."— Presentation transcript:

1 Leveraging Leveraging – 2010 Campaign Rollout

2 Use 2010 FIFA World Cup as an opportunity to promote SA as a destination Campaign is targeted at soccer fans globally and focuses on the people & culture of SA Opportunity to develop domestic campaign using key elements of this campaign PARTNERS: SA Tourism / DFA – (global focus) IMC (Focus on domestic & Africa) Provincial Tourism authorities & Cities (domestic) Organizing Committee – focus on the event global and domestic Commercial 2010 partners – MTN, Coke, Emirates, etc Background

3 Its time to come and see just why this vibrant country was awarded the FIFA World Cup Its time to come and see just why the first World Cup in Africa will be like no World Cup ever before- because its being hosted by a country that is like no other country. Its time to come and feel that rhythm. To feel just why it feels good to be South African. Its time to join us in celebrating the South African success story / An Invitation

4 Revolves around the Diski moves which will be show-cased as a dance that represents our vibrancy and rhythm as a nation Different scenes will show more and more people from all walks of life doing the dance as a nation inviting visitors to do the dance of diski South Africans must be encouraged to participate actively in this campaign to deliver the promise of a nation in celebration 2010 / Big Idea

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11 Leveraging 2010 / The 5 Phases of the Campaign Pre-Launch Launch Pre-2010 World Cup 2010 World Cup Post 2010 World Cup Present to May May May June June – 11 July July 2010 – Dec 2010

12 Fourth quarter, FY 08-09First quarter, FY Pre-2010 Launch2010 Launch and Pre-2010 World Cup March 09April 09May 09June 09 Global MediaAttract EngageEngage & Retain 2010 TVC launchesTVC continues flighting TV Sponsorship: Road to 2010 TV Sponsorship: Road to South Africa's 2010 ActivationsAttract Engage Invite host cities to IndabaOpening CeremonyBritish & Irish Lions Tour Branding and collateral deliveredSoccer EventConfederations Cup Launch 2010 campaign to SAT staff2010 StandDiski dance activation Diski dancers transported to IndabaActivations driving visitors to standGive away tickets 2010 give-aways handed outRadio promotion Workshops for host city repsHandout 2010 collateral 2010 BalloonPostcard map handouts DigitalAttract Engage Interim Site development Launch 2010 SiteLaunch 2010 Mobile Application Launch 2010 campaign to SAT staffLaunch TVC onlineLaunch Diski competition on YouTube YouTube, MySpace, Blogs, FacebookLaunch Photographic competition Related content driversDistribute from digital assets Diski dance moves video on siteMonitor blogs, YouTube, FaceBook Downloads of collateral on siteTraffic Drivers microsite exposure & ddc/contact directoryPPC Keyword driver Call to action to leverage collateralDistribute content from events Capture Stations PRAttract Engage Identify journalists Dance workshop at Beach party Mega fam invitations Identify SA and African hosts Media FaceOff All flights, itineraries etc finalised Prepare itineraries Media emphasis on 2010 tactical messages Social/digital media PR continues Brief trade and product Messaging around balloon activation At least one media release a month Prepare all collateral Messaging on balloons & SA s countdown Stakeholder briefing document issued Set up & confirm meetings Drive stakeholders to digital media Confederations Cup RSS feeds, newsgroups, Facebook etc Social/digital media PR continues Continue fine-tuning mega fam details Messaging document circulatedAt least one media release a monthConfirm meeting diaries Deliver dance videoStakeholder briefing document issuedEnsure families attend dance wkshp Social/digital media PR kicks offUpdates on balloon activations At least one media release a month Prepare stakeholder brief

13 Second quarter, FY Pre 2010 World Cup July 09August 09September 09 Global MediaEngage TVC continues flighting TV Sponsorship: Road to South Africa's 2010 TV Sponsorship: Road to 2010 Print ActivationsEngage British & Irish Lions TourIT & ME Vodacom Challenge2010 Stand Diski dance activation2010 Activations driving visitors to stand Give away tickets2010 give-aways are handed out Radio promotion Handout 2010 collateral Postcard map handouts DigitalEngage Distribute from digital assets Monitor blogs, YouTube, FaceBook Traffic Drivers PPC Keyword driver Distribute content from events PREngage Mega fam invitations issued to journalists All flights, itineraries etc finalised Social/digital media PR continues At least one media release a month Stakeholder briefing document issued

14 Third quarter, FY Pre 2010 World Cup October 09November 09December 09 Global MediaEngage TVC continues flighting TV Sponsorship: Road to South Africa's 2010 TV Sponsorship: Road to 2010 ActivationsEngage Soccer sand sculptures on beaches WTM & Soccerex 2010 Stand Diski dance activation2010 Activations driving visitors to stand Give away tickets2010 give-aways are handed out Radio promotionFinal Draw Handout 2010 collateralDiski dance activation Postcard map handoutsGive away tickets Radio promotion Handout 2010 collateral Postcard map handouts DigitalEngage Distribute from digital assets Monitor blogs, YouTube, FaceBook Traffic Drivers PPC Keyword driver Distribute content from events PREngage Mega fam invitations issued to journalists All flights, itineraries etc finalised Social/digital media PR continues At least one media release a month Stakeholder briefing document issued WTM Dance workshop at SA stand Media interventions focus on dance and 2010 Big media fam Deliver mega fam Monitor coverage and sweat it Video- and podcasts posted regularly Post news every day to news groups Personal delivery of experience pack

15 Fourth quarter, FY Pre 2010 World Cup January 10February 10March 10 Global MediaEngage TVC continues flighting TV Sponsorship: Road to South Africa's 2010 TV Sponsorship: Road to 2010 TV Sponsorship - BBC World (Sport Today) Print ActivationsEngage Soccer sand sculptures on beaches ITB African Nations CupMeetings Africa & AIME2010 Stand Diski dance activation2010 Stand2010 Activations driving visitors to stand Give away tickets2010 Activations driving visitors to stand2010 give-aways are handed out Radio promotion2010 give-aways are handed out Handout 2010 collateral Postcard map handouts BIT 2010 Stand 2010 Activations driving visitors to stand 2010 give-aways are handed out DigitalEngage Distribute from digital assets Monitor blogs, YouTube, FaceBook Traffic Drivers PPC Keyword driver Distribute content from events PREngage Mega fam invitations issued to journalists All flights, itineraries etc finalised Social/digital media PR continues At least one media release a month Stakeholder briefing document issued Big media famMonitor coverage received from fam Deliver mega famFIFA media centre media packs Monitor coverage and sweat itCompile pre and post media tour itineraries Video- and podcasts posted regularlyMedia arsenal (Welcome, etc) campaign Post news every day to news groupsMeetings AfricaITB Personal delivery of experience packDance workshops at SA stand Media interventions focus on dance and 2010

16 First quarter, FY Pre-2010 World Cup2010 World Cup April 10May 10June 10 Global MediaEngage TBC ActivationsEngage Graffiti wall in NewtownSAT 2010 hot-air balloons / blimps Soccer ball countdownWorld Cup Photography campaign & competitionDiski dance at Opening Ceremony and matches Indaba 2010 & IMEXPhotography competition 2010 Stand2010 brochures and postcard maps 2010 Activations driving visitors to stand 2010 give-aways are handed out DigitalEngage Distribute from digital assets In Country Campaigns Monitor blogs, YouTube, FaceBook Experiences uploaded to site Traffic Drivers Mobile application expanded PPC Keyword driver Google opening day Distribute content from events Photographic Competition promotion Video of famous SAcans doing the 2010 dance Send digital material (dance moves, music) TVCs out In Country Campaigns Experiences uploaded to site Mobile application expanded Google opening day Photographic Competition promotion PREngage Mega fam invitations issued to journalists Issue 2010 destination and national stories All flights, itineraries etc finalised Mega fam invitations issued to journalists Social/digital media PR continues All flights, itineraries etc finalised At least one media release a month Social/digital media PR continues Stakeholder briefing document issued At least one media release a month Monitor coverage received from famStakeholder briefing document issued FIFA media centre media packs Compile pre and post media tour itineraries Media arsenal (Welcome, etc) campaign

17 Second quarter, FY World CupPost 2010 World Cup July 10August 10September 10 Global MediaEngage TBC ActivationsEngage SAT 2010 hot-air balloons / blimpsPhotography competition – voting opensWinners of photography competition announced World Cup Diski dance at Opening Ceremony and matches Photography competition 2010 brochures and postcard maps DigitalEngage In Country CampaignsLeverage visitor content / experiences Experiences uploaded to siteOnline PR & Content syndication Mobile application expandedContinue to drive users to southafrica.net Google opening dayPromote the competitionWinners of photography competition announced Photographic Competition promotion PREngage Issue 2010 destination and national storiesDrive events capability & BT offerings Mega fam invitations issued to journalistsIssue brag stories All flights, itineraries etc finalisedTalk about the wealth of SA experiences Social/digital media PR continuesStories of success and confidence. At least one media release a monthSocial/digital media PR continues Stakeholder briefing document issuedAt least one media release a month Third quarter, FY Post 2010 World Cup October 10November 10December 10 Global MediaEngage TBC ActivationsEngage Coffee table book launched DigitalEngage Leverage visitor content / experiences Online PR & Content syndication Continue to drive users to southafrica.net PREngage Drive events capability & BT offerings Issue brag stories Talk about the wealth of SA experiences Stories of success and confidence. Social/digital media PR continues At least one media release a month

18 2010 Tool kits – Leverage Partnerships Tool kits Contain: Diski TVC Diski moves & music Banners Posters 2010 Lifestyle Guide Maps

19 2010 Pre-2010 World Cup

20 PRE-2010 WORLD CUP – 13 May-10 July 2010 ENGAGE Objective: To showcase SA and get them involved in the South African experience Target Audience: Consumers Message: Come experience (like never before) Global Media 2010 TVC flights on CNN EMEA & USA, BBC World, Eurosport, NewsCorp 9 May 2009 – March Print on CNN EMEA July – end September 2009January – end March 2010 TV Sponsorship - Eurosport: Road to May – June 2009August 2009 – April 2010 TV Sponsorship - News Corps (Sky,.Fox & ESPN): Road to South Africa's 2010 TV Sponsorship - BBC World (Sport Today) 11 January – 22 February 2010

21 PRE-2010 WORLD CUP – 13 May-10 July 2010 ENGAGE Objective: To showcase SA and get them involved in the South African experience Target Audience: Consumers Message: Come experience (like never before) Activations International Fan Parks Soccer ball countdown Cylinder filled with autographed soccer balls in host cities - soccer balls are removed as we count down days to the World Cup Photography campaign & competition British & Irish Lions Tour – June/July 2009 Partnership Opportunities Coke Trophy Tour, Emirates, MTN April 2010 Graffiti wall in Newtown May 2010 – July 2010 Confed Cup – June 2009 Vodacom Challenge – July 2009 WTM & Soccerex – November 2009 Final Draw – December 2009 African Nations Cup – January 2010 ITB – March 2010 Indaba 2010 – May 2010 BIT – January 2010 Diski dance activation and give away tickets to the next sporting event Radio promotion to win tickets to the next sporting event Handout 2010 collateral Postcard map handouts in establishments that enter(ed) Eteya & Welcome. FIFA World Cup Qualifiers – June-Nov 2009

22 2010 Pre-Launch

23 PRE-LAUNCH – Present to May 2009 ATTRACT Objectives: To entice stakeholders to attend the launch of 2010 at Indaba Target Audience: Trade, Sponsors, Host Cities and SAT Message: Come experience and learn about our 2010 campaign Activations 27 April – 4 May 2009 Launch 2010 campaign to SAT staff Invite host city representatives to workshops at Indaba April April – 2 May 2009 Branding and collateral delivered to the airport and Indaba 8 May 2009 Diski dancers are transported to Indaba

24 Interim Site Development consolidating the existing SAT communications into a single environment that: Provides a reference site for trade and media Allows for subscription / opt in information updates (start data collection process) Implement tools to monitor and track online hype for PR response (blogs, feeds, social networks) Site will continue to be refreshed (content updates / messaging) - moving towards the launch at Indaba PRE-LAUNCH – Present to May 2009 ATTRACT Trade Objective: To entice stakeholders to attend the launch of 2010 at Indaba Consumer Objective: To educate and inform international visitors about SA Target Audience: Trade, SAT and Consumers Trade Message: Come experience and learn about our 2010 campaign Consumer Message: Learn about SA and the experiences offered Digital 5 March – 20 April April – 4 May 2009 Launch 2010 campaign to SAT staff

25 Digital PR kicks off, mid April Identify journalists Identify SA and African hosts Prepare itineraries Brief trade and product Prepare all collateral Set up and confirm meetings with prominent people and visits to prominent places Ensure all RSS feeds, newsgroups Facebook etc are set up and monitored Messaging document done and circulated to all communicators Brief in and deliver dance video Social/digital media PR kicks off: Monitor blog sphere, YouTube, FaceBook and contribute to discussion At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies Prepare stakeholder briefing document to be issued to all stakeholders, host cities PRE-LAUNCH – Present to May 2009 ATTRACT Trade Objective: To entice stakeholders to attend the launch of 2010 at Indaba Consumer Objective: To educate and inform international visitors about SA Target Audience: Trade and Consumers Trade Message: Come experience and learn about our 2010 campaign Consumer Message: Learn about SA and the experiences offered Public Relations

26 2010 Launch

27 LAUNCH – 9-12 May 2009 ENGAGE International Objective: To excite the world about how warm, friendly and welcoming destination SA Target Audience: International consumers International Message: An invitation to celebrate the unique passion, exuberance and rhythm of SA – like never before Global Media 2010 TVC launches on CNN EMEA & USA, BBC World, Eurosport, NewsCorp 9 May 2009

28 LAUNCH – 9-12 May 2009 ENGAGE Indaba Objective: To convince the stakeholders to leverage on our 2010 campaign using our collateral Target Audience: Trade, Sponsors, Host Cities and SAT Indaba Message: Use our platform to market the South African experience Activations Opening Ceremony 2010 TVC launches Soccer Event 2010 Stand 2010 Activations Driving visitors to stand Wine/Liqueur Tasting Food Activations Beading Diski Dancers 2010 give-aways are handed out Workshops for host city representatives 2010 Balloon Inflate a massive SAT branded 2010 hot-air balloon and invite selected media and guests

29 LAUNCH – 9-12 May 2009 ENGAGE Indaba Objective: To convince the stakeholders to leverage on our 2010 campaign using our collateral International Objective: To excite the world about how warm, friendly and welcoming destination SA Target Audience: Trade, Sponsors, Host Cities, SAT and International consumers Indaba Message: Use South Africas uniqueness and passion to welcome your guests International Message: Come and celebrate the unique passion, exuberance and rhythm of SA Digital Launch the 2010 Site leveraging the ATL Campaign Idea Launch TVC online Seed YouTube, MySpace, Blogs, Facebook with content generated from the launch Create and promote Related content drivers to southafrica.net V2 Diski Moves & How to application on site Downloads of collateral on site Promotion of microsite exposure and product ddc/contact directory on site (enable consumers to engage with trade) Call to action for product to leverage the campaign collateral within their markets Capture Stations for product to upload detail and understand where it will be used

30 LAUNCH – 9-12 May 2009 ENGAGE Indaba Objective: To convince the stakeholders to leverage on our 2010 campaign using our collateral International Objective: To excite the world about how warm, friendly and welcoming destination SA Target Audience: Trade, Sponsors, Host Cities, SAT and International consumers Indaba Message: Use South Africas uniqueness and passion to welcome your guests International Message: Come and celebrate the unique passion, exuberance and rhythm of SA Public Relations Dance workshop at Beach party Media FaceOff focuses on dance and 2010 (emphasis off of infrastructure and on excitement, rhythm) Media emphasis on 2010 tactical messages Trade messaging around balloon activation – including promotion of balloon concept to provincial cities Global messaging on balloons and the hype around SAs countdown to 2010 Drive stakeholders to digital media Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies Stakeholder briefing document issued to all stakeholders, host cities

31 PRE-2010 WORLD CUP – 13 May-10 July 2010 ENGAGE Objective: To drive visitors to SA in 2010 and get them involved in the South African experience Target Audience: Consumers Message: Come experience how welcoming our people are Digital Distribute from digital assets (2010, southafrica.net V2 & affiliates) Monitor the blogs, YouTube, FaceBook and etc and participate in the online discourse steering messages to excitement, positivity, Afro-optimism Traffic Drivers from Global Media Campaign PPC Keyword driver on 2010 and destination keywords Distribute content from events June 2009 Launch the 2010 Mobile Application for Confederation Cup Launch Diski moves video competition on YouTube Launch Photographic competition May 2010 Video of famous (South) Africans doing the 2010 dance posted on social media sites and spread virally Online campaign… send digital material (dance moves, music) TVCs out SA agency and in-market agencies / Media May 2009 – June 2010

32 PRE-2010 WORLD CUP – 13 May-10 July 2010 ENGAGE Objective: To drive visitors to SA in 2010 and get them involved in the South African experience Target Audience: Consumers Message: Come experience how welcoming our people are Public Relations Mega fam invitations issued to journalists by mid September All flights, itineraries etc finalised Confed Cup June Continue fine-tuning mega fam itinerary, host list, guest list Confirm prominent South Africans meeting diary Ensure all media/trade famils attend dance workshop Dance video now live on social media sites… monitor and gauge Updates on activities around balloon activations in host cities Big media fam Deliver mega fam: start with comprehensive briefing of journalists by CEO, LOC, Minister and ending with elaborate farewell event Monitor coverage and sweat it in social media, blogs, YT, FB Video- and podcasts posted regularly to social media sites for duration of trip and in weeks following Post news every day to SA newsgroup, related-interest news groups Personal delivery of experience pack to guest journalists once they return home (DVD, fact sheets, wine, vuvuzelas etc) Dance workshop at SA stand Media interventions focus on dance and 2010 emphasis off of infrastructure and on excitement, 2010 tactical messages Monitor coverage received from fam Prepare and issue through FIFA media centre media packs for 2010 accredited media Compile pre and post media tour itineraries (suggested) for 2010 accredited media Media arsenal (Welcome, etc) campaign planned for SA trade/public, ready to go beginning of June Dance workshops at SA stand Media interventions focus on dance and 2010 (emphasis off of infrastructure and on excitement, rhythm) and on 2010 tactical messages Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies Early Mar early May, early Jul stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug 2010 focus at WTM 2010 focus at Meetings Africa, ITB

33 World Cup

34 2010 WORLD CUP – 13 May-10 July 2010 ENGAGE Objective: To welcome visitors and involve them in our celebration Target Audience: Consumers Message: Welcome to SA. Experience SA and share your experience Activations Diski dance at Opening Ceremony and matches at the World Cup Photography campaign continues and competition opens where entrants stand a chance to win a trip back to SA – Win a holiday like youve never had before. Encourage participation from all visitors to share their stories and video clips Crew filming people at games and posting the clips on the net. Distribute 2010 brochures and postcard maps to visitors Coffee table book, with photos voted the best in the competition, is launched

35 2010 Activations / During 2010

36 2010 WORLD CUP – 13 May-10 July 2010 ENGAGE Objective: To welcome visitors and involve them in our celebration Target Audience: Consumers Message: Welcome to SA. Experience SA and share your experience Digital In Country Campaigns inviting users to domestic activations and bringing user experiences into 2010 word of mouth Visitors experiences from the games uploaded to the site Mobile application expanded to serve content to in country visitors / leverage FIFA partner operators where possible Google opening day GoogleDoodle / Logo change / igoogle themes Photographic Competition promotion

37 2010 WORLD CUP – 13 May-10 July 2010 ENGAGE Objective: To welcome visitors and involve them in our celebration Target Audience: Consumers Message: Welcome to SA. Experience SA and share your experience Public Relations FIFA 2010 World Cup June 11 to July 11 Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies Issue 2010 destination and national stories each day during championship to media in attendance and to non-attending media (world wide through in-market agencies). Eg: hot places to visit in this city/province/country/region; vox pops from ordinary South Africans about hosting the Championship; predictions by the public on likely winners, losers etc Jul stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug

38 2010 Post 2010 World Cup

39 POST 2010 WORLD CUP – 13 May-10 July 2009 PROMOTE & CONVERT Objective: To communicate our proven capabilities and promote WOM Target Audience: Consumers Message: The South African success story... See why Activations Photography competition – voting process launches Winners of competition are announced Coffee table book, with photos voted the best in the competition, is launched

40 POST 2010 WORLD CUP – 13 May-10 July 2009 PROMOTE & CONVERT Objective: To communicate our proven capabilities and promote WOM Target Audience: Consumers Message: The South African success story... See why Digital Leverage visitor content / experiences Online PR & Content syndication Continue to drive users to southafrica.net Promote the competition

41 POST 2010 WORLD CUP – 13 May-10 July 2009 PROMOTE & CONVERT Objective: To communicate our proven capabilities and promote WOM Target Audience: Consumers Message: The South African success story... See why Public Relations Drive events capability, Business Tourism offerings, unique settings. Issue brag stories about success of 2010 and the awesome experiences discovered by fans attending the tournament. Now that SA is in the global limelight talk about the wealth of SA experiences and richness, diversity and affordability of the offering. Stories of success and confidence. An effective, fun, accessible high quality destination boasting world class infrastructure and facilities. Social/digital media PR continues: Monitor blog sphere, YouTube, FaceBook and contribute to discussion At least one media release a month (traditional media) about 2010 marketing story… at home and through the in-country agencies Jul, Sept., Oct … stakeholder briefing document issued to all stakeholders, host cities. Final briefing post 2010 in mid-Aug

42 Thank You


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