1. 2010 FIFA WORLD CUP ™ HOST CITY: CAPE TOWN MARKETING PLAN MAY 2008

2. Host City Objectives HOST CITY OBJECTIVES Host semi finals and events successfully Party capital of Africa Maximum public benefit and lasting legacy: Infrastructure Economic Opportunities Environment Desirable destination for investors and tourists – leveraging long-term economic growth

3. Critical Success Factors CRITICAL SUCCESS FACTORS Infrastructure for the event must be ready Uninterrupted service delivery Operational plans, staff and equipment must be ready Service providers such as accommodation, transport, restaurants must be ready Safety and security for visitors Local community support, involvement, ownership and acceptance Shared view of long-term economic objectives Adequate resourcing

4. Critical Success Factors CRITICAL SUCCESS FACTORS Distinctive appeal & brand Imaginative use of city geography and history Political support, clear communications constituencies Partnership between sectors & government Objectives, leadership, roles & responsibilities Strategic alignment

5. Economic Opportunities ECONOMIC OPPORTUNTIES OpportunityResult Visitor Economy Contribute to national & continental prestige and profile To facilitate local benefits for people/firms/communities Event Media Exposure Access to infrastructure investment and facilities

6. Marketing Objectives 2010 MARKETING PLAN OBJECTIVES To ensure that the City residents embrace the event (Party Capital) To communicate readiness (infrastructure and an operational) To enhance visitor experiences by improved service levels To demonstrate and showcase opportunities for businesses, artists, craft to participate in the event To encourage more travellers to Africa prior, during and post event by addressing Afro pessimism Build and enhance marketing initiatives that already work Use events, announcements, infrastructure milestones as media, marketing, community opportunities

7. Target Markets TARGET MARKETS CategoryTarget MarketMessaging LocalResidents of Cape Town, WCape Business Service providers (Transport & Accommodation) Media Partnership agencies (CT Tourism, CT Partnership,CTRU, Wesgro, business, soccer fraternity) Staff (Province, City) Updates on preparations Updates on expected arrival information Information on programmes to participate (e.g. sign-up programme) Specific event information ( e.g. road closures and the rights protection programme) Capacity and readiness Excitement & enthusiasm to host and receive guests National Partners (National Government, LOC & Other Host Cities) Media Cooperation and partnership Readiness, Excitement Tourism, investment opportunities International FIFA (& other event owners) Media Capacity to host events, iconic sites to enhance FIFA guest experiences Iconic sites, passionate people, culture. History, readiness, opportunities

8. Pre-Campaign Phase PRE-CAMPAIGN PHASE Cape Town was awarded Host City status after concluding the Host City Agreement in February 2006 Pre-campaign stage (February 2006 – 11 June 2008) Extensive national and international media coverage costs, legal processes & challenges milestones in stadium construction preparations Informational website tracking progress Host City Agreement rights: Logo launch, HC pamphlet, HC poster, Preliminary Draw Expo, Berlin logo launch and Soccerex) Align existing projects to 2010 objectives - e.g. Tourism Indaba

9. Two Years to Go! Host City: Cape Town Marketing Campaigns

10. Campaign Phases CAMPAIGN PHASES FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  2 Years to go, need to start the build-up Timing is right: Cape Town is on track Phased campaign to avoid 2010 burn-out & fatigue Messaging to reflect desired outcomes for a particular phase Five (5) phases are proposed Aligned to Major FIFA events and milestones in the build-up to 2010

11. Campaign Phases CAMPAIGN PHASES PhaseDatesMajor Events/Milestones Message Phase 1 11 June 2008 – 16 June 2009 2 Years to go milestone - Confederations Cup (1 Year to go) Target Audience (mainly local & national) Embracing, Emotive & Readiness Phase 2 16 June 2009 – 15 December 2009 Confederations Cup to Final Draw/WBM2 and Stadium hand- over Target Audience (International) Attractive destination Humanity, Diversity, Fun Phase 3 15 December 2009 – 11 June 2010 Stadium Hand-over & post Final Draw to FIFA Congress Target Audience (International) Attractive Destination Humanity, Diversity, Fun Phase 4 11 June – 11 July 2010 2010 FIFA World Cup™ EventTarget Audience (International) Attractive Destination Humanity, Diversity, Fun (note: Host City content competes with Football content) Phase 5 11 July 2010 – December 2010 Post EventTarget Audience (Local, national & Brazil) Post event statistics, economic impact and key learning

12. Primary Target Audience CAMPAIGN PHASES Target AudienceCampaign Phases International Market Phase 2Phase 3Phase 4 Local/SA Market Phase 1Phase 5

13. Phase1 The Build-up Phase 11 June 2008 – 16 June 2009

14. Phase 1 Campaign PHASE 1 Strategic ObjectivesResidents to embrace the event Readiness (milestones) Local preparation to enhance visitor experience International marketing targeting visitor groups Business opportunities CampaignTo build excitement amongst residents and the region of the coming events - Cape Town Team 2010 e.g. Coca-cola’s “We all speak football” ; Nike “A little less conversation, a little more action” The campaign must solicit emotion, pride and a chuckle by the target audience (Nando’s – Party Capital) TacticsBillboards City publications & website Civic Centre, Visitor Centre, Airport, Train Station themed exhibits Print adverts, video material and collateral Supported by Events and press coverage Naming rights/Operator Tender award

15. The Campaign PHASE 1 FACT: Capetonians love their City Cape Town Icons…….. Cape Town speak…….. Cape Town does………. Cape Town loves……… Cape Town history…….. Cape Town heritage…… Communicate to residents what Cape Town presents to the World ………….. Cape Town’s 2010 Team is all its residents Build on the success of Host City Logo and Host City Poster Catchy creative and slogans to be designed by professional agency Campaign on factual and milestone information

16. Supporting Events PHASE 1 Event/MilestoneDateObjective 2 Years to go11 June 2008Readiness/Confidence/ Action CT Book Fair14 – 17 June 2008Excitement Euro 200821 – 29 June 2008CT Offering to target markets Campaign launchJuly 2008Billboards Final Draw (announcement)TBCConfidence/it’s coming/business opportunities 20 Centres for 2010TBCLegacy/Confidence

17. Supporting Events PHASE 1 Event/MilestoneDateObjective Small Business Week21 – 23 AugustBusiness Opportunities Roof Wetting CeremonySeptember 2008Readiness Poster AnnouncementOctober 2008Excitement/Pride Soccerex21 – 23 NovemberCape Town Offering Beijing Olympics8 – 24 August 2008General awareness – CT next ITB Tourism/BerlinMarch 2009Cape Town Offering Good Food & Wine showMay 2009Cape Town, international cuisine – feel at home Confederations Cup initiatives June 2009Test event/Promotional opportunity

18. Phase 2: Crunch Time! Delivery of the Final Draw (1st Official FIFA Event in Cape Town ) Delivery of the Stadium 16 June 2009 – 15 December 2009

19. Target Market Shift PHASE 2 Two Official FIFA Events will bring to South Africa the international media and the FIFA Family Primary target market shifts from Capetonians and South Africans to the International market Build on confidence – after the Confederations Cup Optimum period to encourage more visitors to the destination for the Final Draw and other FIFA events Promote the Cape Town offerings, hotels, base camps, public viewing areas, services, infrastructure On-going communication to the local residents required regarding preparations and milestones

20. Phase 2 PHASE 2 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  Strategic Objectives To position the City to host events Addressing Afro pessimism Build and enhance marketing initiatives that already work Campaign Messaging to incorporate imagery of “The Party Capital” and “The place to be in 2010” and “Africa’s Greatest Destination”. Tapping into themes in the official slogan “Celebrate, African, Humanity” This messaging to continue through the competition phase Tactics Billboards City publications & website Civic Centre, Visitor Centre, Airport, Train Station themed exhibits/billboards Include Tourism Areas Visitor Information Centres Tourism publications Print adverts, video material and collateral Broadcast material (around Final Draw) Supported by Events and media coverage

21. The Campaign PHASE 2 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  An emotive campaign carrying the Destination Marketing objectives to encourage international visitors to purchase the ticket – align and extend SAT’s excellent international campaign with Sky News and CNN Table Mountain Robben Island The Winelands Kirstenbosch The people The World Cup Party Preparations Accommodation Transport Visitor Services Things to do Desired response: I’ve decided, I want to stay in Cape Town & the Western Cape for the 2010 FIFA World Cup™! Slogans and imagery to be professionally developed Align to SAT Tourism Growth Strategy Target specific markets as teams qualify for 2010 Tournament, Tailor-make offering for the 32 teams coming to the final draw

22. Supporting Events PHASE 2 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  Event/MilestoneDateObjective Confederations Cup Fan Park, Media Service and Stadium Tours, Visitor Services, Base Camp Offering 16 – 30 June 2009Test Event International Football EventsOn-goingReadiness, excitement Completion of Transport projectsTBDReadiness Roof & Pitch completionOctober 2009FIFA beneficial occupation Host City Event Plan for Final Draw – Opening of the season event 1 – 10 DecemberExcitement – general public involvement, City Branding, volunteers, road closures Completion of Airport Upgrade/Station improvement TBDReadiness Pele Exhibition OpeningNovember 2009 – World Cup Investor confidence – World Football Player lends his name to CT Symbolic Hand-over of the stadium to FIFA December 2009Readiness, confidence, Afro pessimism World Broadcasters Meeting City Hosted Event December 2009Target Media with service offerings

23. Phase 3 Preparation and Anticipation! Tangible Excitement The Cape Town Stage is Prepared 15 December 2009 – 11 June 2010

24. Target Market PHASE 3 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  Primary target market remains international audience Phase 2 and 3 are the City’s biggest opportunity to promote the destination to an international audience Visual language, collateral and marketing material (Phase 2) still relevant Build on the success of the Final Draw Communication focus moves from general Destination Marketing Carries a distinctive football specific messaging Facilitated by the test events in the New Green Point Stadium After Final Draw the countries playing in Cape Town are known Can design “adopt a country” programmes Collateral to adopt a language strategy Deal-making phase for teams and base camps

25. Phase 3 PHASE 3 Strategic ObjectivesTo position the City to host more FIFA events Addressing Afro pessimism Build and enhance marketing initiatives that already work CampaignMessaging to incorporate imagery of “The Party Capital” and “The place to be in 2010” and “Africa’s Greatest Destination”. Tapping into themes in the official slogan “Celebrate, African, Humanity” This messaging to continue through the competition phase TacticsIn addition to tactics listed in Phase 2 “Decoration programme” to include Proposed Base Camp Hotels Merchandise (posters, T-shirts, flags, fan goodies) to be readily available throughout the City Fan Mile decoration and information panels, branding, signage

26. The Campaign PHASE 3 FOR HOST CITY CAPE TOWN FIFA WORLD CUP SOUTH AFRICA 2010  Phase 2 Emotive Campaign Continues The City is physically prepared to host with marketing collateral The campaign is incorporated into the event areas, decoration, tourist attractions At this stage, all the world will focus on the ???? Stadium Cape Town to present a magnificent facility completed on time and to specification

27. Supporting Events Event/MilestoneDateObjective Stadium Test EventFebruary 2010Test Event Stadium Grand Opening EventMarch 2010Readiness, excitement, operational test event Completion of the Temporary Seating & Test Event April 2010Readiness, excitement, operational test event Potential FIFA EventsJune 2010Destination marketing opportunity

28. Phase 4 The biggest Show on earth Participants and guests arrive in Cape Town Will we deliver the destination promise? The 2010 Party Capital 11 June 2010 – 11 July 2010

29. 2010 FIFA World Cup ™ PHASE 4 Arrival of football teams, football stars and match outcomes will be main content for media (particularly accredited media) City wants incident free event. In-Stadium branding Host City Exhibition City Media Information in the Media Centre Visitor service and experience Media Services project to enhance reporting on the destination The Four Fan Parks and related events are the City’s main event related activities during stage, a mechanism to involve local communities

30. Phase 5 Post Event, Reality Check We did it! We hosted the greatest show on earth! Cape Town, its facilities and people the highlight! South Africa, a Nation Triumphant! Africa, a proud Continent! Good Luck Brazil for 2014, we’re here to help

31. The campaign PHASE 5 During the event - “See you again” “À biéntot” type advertising campaign prominent at airport departure halls Negotiate with Airlines for pilots to use “see you again” on departure Post Event “We did it” billboard - images of the party, and the success Factual reporting on final costs, arrivals, length of stay, national pride – general economic and social impact. Legacy, Sustainability, Investment, Tourism Lessons for Brazil 2014 Events – Hand-over of the Stadium to the Operator

32. Marketing Partners PARTNERS FIFA/LOC SABC, Media partners National and Provincial government SA Tourism/Brand South Africa Cape Town Routes Unlimited Wesgro Cape Town Tourism Cape Town Partnership Cape Town International Airport Metrorail Tourism Attractions (Cape Nature/Robben Island/V&A Waterfront) Cape Town International Convention Centre Event Owners (e.g. Jazz Festival, Food & wine, Book Fair etc) FIFA Partners Other Host Cities Surrounding Towns in the Western Cape FIFA Family

33. Risks RISKS Crime Transport Weather Fragmentation of efforts Non-aligned messaging

34. THANK YOU DANKIE ENKOSI