1. ACTIVITIES AND ATTRACTIONS

2. 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

3. Project Scope A - Destination Marketing B - Visitor Services C - Industry Services & Accommodation D - Responsible Tourism E - Communication F - eMarketing

4. THE GAME PLAN Inspire 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

5. INSPIRING CONFIDENCE Billboard campaign with official logo at airport and iconic Cape Town CBD sites

6. 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.

7. 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.

8. Dedicated 2010 website www.capetown.travel/2010 www.capetown.travel/2010 INSPIRING OWNERSHIP

9. “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

10. An interactive video portal where fans can upload their YouTube fan videosinteractive video portal An interactive Google Map where users can explore the city’s major attractions and 2010-related eventsinteractive Google Map A Twitter feed where users can view 2010-related Twitter posts from around the worldTwitter feed A slideshow of Green Point Stadium’s various stages of constructionslideshow A 2010 blog with the inside scoop on Cape Town’s gearing up for 2010 2010 blog Frequently asked questionsFrequently 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 2010accommodation section Guides to getting around Cape Town, entertainment hotspots and what to see and do in the Mother Citygetting around Cape Townentertainment hotspotswhat to see and do A news feed of all 2010-related news from South African news outletsnews feed An email newsletter and SMS notification service, to keep fans up to date with the latest 2010 news and events relating to Cape Townemail newsletter and SMS notification service A Member Zone where Cape Town Tourism members can download presentations and membership informationMember Zone Top 100 attractionsTop 100 attractions to visit in Cape Town while at the 2010 World Cup

14. 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!

15. 3… 365 11 June 2009 -1 Year to kick off Soccer imagery launched 2010 mini site launched

16. 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

17. 1… FINAL DRAW 4 December 2009 2010 FIFA spouse programme Media packages Guest relations programme

18. GO… 2010 FIFA WORLD CUP 11 June – 11 July In-destination visitor services In-destination marketing activations Industry and community participation

19. 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