2010 TOURISM ORGANIZING PLAN MARKETING PROGRESS REPORT
Transcript
Slide 1
2010 TOURISM ORGANIZING PLAN MARKETING PROGRESS REPORT
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Background 2010 Tourism Organizing Plan SAT Progress
Implementing Plan International Marketing Campaigns Domestic
Marketing Campaigns Future 2010 Campaigns Content Current Tourism
Trends Institutional Coordination
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Background In 2004 SA won the bid to host the 2010 FIFA World
Cup In 2005/06 SA Tourism in partnership with DEAT developed the
2010 Tourism Organizing Plan The plan called for the establishment
of a 2010 Event Unit within SAT to manage its implementation The
application by SAT for funding the unit was declined Therefore in
2007 SAT established a smaller Event Unit The Unit developed an
Events Tourism Growth Strategy which defines its priorities and
role for the 2010 FIFA World Cup Within the context of the strategy
& 2010 Tourism Organizing Plan, the LOC, IMC & SAT defined
its roles and responsibilities
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Current Trends
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South Africa continues to outperform global tourism growth.
Global international arrivals grew by 1.3% in 2008 while arrivals
to South Africa grew by 5.5% Note: UNWTO estimates incorporate
provisional data for some regions Source: Statssa Tourism &
Migration release December 2008, SAT analysis; UNWTO World Tourism
Barometer, Jan 2009 Year-on-Year Change in Foreign Arrivals to each
region % Change 2007Arrivals (Millions) 944.2184.9480.146.4142.1898
2008 Arrivals (Millions) 9.646.9188.3488.552.9147.6924
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*Comments captured above based on opinion of participants
interviewed and anecdotal evidence Source: StatsSA, Tourism &
Migration release Arrivals to South Africa continues its upward
climb reaching 9,6 million arrivals in 2008 State of Emergency
Foreign Tourist Arrivals to South Africa, 1966-2008 Arrivals
(Millions) First Democratic Elections Nelson Mandela released
Sanctions against South Africa lifted 1970s and 80s Stagnation
Stagnation drove low investment, focus on narrow white domestic
market and costs 1990-1998 Growth Initial period of short-term
profit- taking followed by period of investment growth and entry of
foreign players 1998-2004 Cyclicality Global events, currency
volatility drove uncertainty and short-term strategy by firms
Investment rates remain weak overall Sanctions Era 9,6 million
arrivals in 2008 Rugby World Cup 9/11
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Arrivals to South Africa for 2008 grew by 5.5% over 2007 to
reach 9,591,828. This growth was driven by growth in all regions
with the exception of Asia and Europe which fell by 7.6% and 0.5%
respectively. AFRICA 7,329,103 arrivals 7.0% up from 2007 Central
& South America 62,988 arrivals 9.6% up from 2007 North America
344,420 arrivals 4.4% up from 2007 Europe 1,406,350 arrivals 0.5%
down from 2007 Asia 201,657 arrivals 7.6% down from 2007
Australasia 120,929 arrivals 4.9% up from 2007 Middle East 45,786
arrivals 11.2% up from 2007 Indian Ocean Islands 19,524 arrivals
10.1% up from 2007 Source: SAT Table A December 2008 Jan to Dec
2008
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We estimate that we would get an additional 259,000 arrivals in
2010 as a result of the World Cup. This estimate accounts for
displacement and does not distinguish between ticket-holders and
non ticket-holders. Note: This estimate includes the FIFA family
estimated at 150,000 8 Additional 259k arrivals
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Core Markets Kenya Nigeria Botswana USA UK Australia India
France Germany Netherlands Tactical Markets Tanzania Ghana Lesotho
Swaziland Singapore Switzerland Ireland Investment Markets Angola
DRC Canada China Japan Italy Sweden Mozambique Zimbabwe Watch-List
Markets Brazil Malaysia Egypt Namibia UAE New Zealand Belgium Korea
Austria Denmark Norway Spain Portugal Strategic Importance / Hubs
Bahrain Oman Qatar Saudi Arabia Ethiopia Zambia Senegal Argentina
Thailand Greece Likely to qualify for the 2010 WC Source: SAT
Tourism Portfolio 2005-2009, Monitor Analysis A large number of
arrivals are expected to be from South African Tourisms key source
markets
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Core Markets Market presence ATL + BTL promotions 2010
activations Media hosting JMA with trade TV & cinema Tactical
Markets Limited educational trade workshops Media hosting TV &
cinema Investment Markets JMA with trade Media hosting TV &
cinema Watch-List Markets Print advertorials Media hosting Limited
activations TV Strategic Importance / Hubs Opportunistic
activations Partnership with embassies TV SA Tourism Role in
Markets
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2010 Tourism Organizing Plan
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World class African World Cup Lasting social legacy Spread
benefit to continent Sustainable GDP growth Sustainable job
creation Redistribution and Transformation Broader objectives of
2010 EventMandate for Tourism To achieve the 2010 tourism
objectives we need to capitalise on opportunities presented by the
World Cup and address key tourism challenges Capitalising on 2010
Arrivals and Exposure Addressing Key Tourism Challenges To Deliver
the Experience Information and Transactional Fulfilment
Tourism-friendly Transport and Tourist Safety & Security
Marketing and Branding Skills and Service Levels Accommodation
Events and Attractions Position South Africa to Achieve its Tourism
mandate and broader 2010 Objectives by through coordinated
interventions within each functional area. Objectives of the 2010
Tourism Plan Contribute to a successful event Maximise tourism
value from event Enable other African countries to benefit Brand SA
as a tourism destination Advance the tourism competitiveness
agenda
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2010 Tourism Organizing Plan Focus Areas Create a national
content management platform Create interface to enable transaction
booking Research WC demand to better understand profile,
perceptions and expectations Scale-up SAT call-centre Create a 2010
national tourism volunteer program Identify and utilise
opportunities to capture information about 2010 arrivals Develop a
robust database of available products Engage with key stakeholders
in SA and neighbouring countries to package products for 2010 and
to manage displacement Deliver the brand to convert arrivals to
brand ambassadors Identify 2010-related opportunities to brand
South Africa as a world- class tourism destination Manage
displacement Increase the number of graded establishments Identify
existing and alternative accommodation for short-term spikes in
demand Ensure sufficient tourism- friendly public transportation to
tourism focal points Ensure completion & implementation of a
national tourism safety plan Address poor service levels and skills
shortages at key consumer touch points Coordinate event planning to
maximize tourism value from the event Coordinate development and
upgrading of attractions SAT / DEAT Accommodation Transport &
Safety Skills & Service Levels Marketing & Branding
Information Events & Attractions 1. 2. 3. 12. 13. 14. 15. 17..
16. 18. 5. 6. 10. 11. 9. 7. 8. 4. SAT DEAT
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SAT Progress of 2010 Tourism Organizing Plan
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InitiativeProgress Information Create content management
platform Launched 2010 consumer & stakeholder web portal at
Indaba 2008. Currently registered 170 stakeholder organizations
Research WC demand Completed research to understand perceptions of
visitors & projected numbers for 2010 Marketing & Branding
Identify 2010 related opportunities to brand & market South
Africa Launched 2010 global marketing campaign Partnership with
Coke, FIFA, IMC, etc Hosted foreign journalists during 2010 events
Promoted SA at international events Summary
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International Marketing Campaigns
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2010 Global Campaign Developed a tactical 2010 campaign focused
on promoting our people and culture through dance The diski dance
campaign is aimed at show casing our hospitality and rhythm as a
nation It is an invite to the world to come and celebrate with us
as a nation The campaign was launched at Indaba during the Opening
Celebration The 2010 TVC is broadcast on all global media platforms
CNN, BBC, Eurosport, Sky Sport, ESPN & CNBC Africa Launched the
2010 domestic campaign with IMC using the diski dance which will be
aired on SABC, ETV and MNET Supersport The response from
organizations within SA has been overwhelming to learn the diski
dance SAT will be rolling out this campaign in all foreign and
domestic markets over the next 2 years A five phase roll out plan
has been developed and will be implemented
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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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Eurosport 3x brand TVCs (including: My Life, Numbers and 2010)
The Sports & Golf Destination programmes,4x Sports Traveller
programmes & 3x Business Class programmes Sports related
sponsorships: Road to World Cup 2010 Eurogoals US Tennis Open World
Cup Qualifiers Spot airing around sports events: Confederations Cup
African Cup of Nations USA PGA Vancouver 2010 Total Distribution:
110,500,000 South Europe and Mediterranean Countries (including:
Egypt, Greece, Portugal, Spain, Turkey, etc) West and North Europe
(including: Denmark, Norway, Sweden, Switzerland, etc) Central and
East Europe (including: Croatia, Czech Republic, Poland, Romania,
Russia, etc) Global Media Partners
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News Corporation 3x brand TVCs (including: My Life, Numbers and
2010) The News Corp stable includes ESPN, Sky News, Sky Sports
and.Fox Sports related sponsorships: Road to South Africa 2010 ESPN
Golf Focus Sky News International Fox Sports (LatAm) Spot airing
around sports events: Confederations Cup World Cup Qualifiers
African Cup of Nations Total distribution: 118,000,000 Pan Europe
Asia (including: Korea, Singapore, Taiwan, Sri Lanka, etc) Pan
Latin America (including: Argentina, Mexico, Chile, etc Global
Media Partners
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BBC 3x brand TVCs (including: My Life, Numbers and 2010) 12x 60
Journey vignettes 4x Odyssey vignettes (Madiba clip inviting the
world) Sports related sponsorships: Sport Today Results Board Spot
airing around sports events: Confederations Cup World Cup
Qualifiers African Cup of Nations Total distribution: 291,525,000
Europe (including: Greece, Portugal, Spain, Sweden, Switzerland,
Croatia, etc) Africa (including: Angola, Zambia, Cameroon, Ivory
Coast, etc) Middle East (including: Turkey, Iran, Israel, Egypt,
Saudi Arabia, etc) Asia (including: Hong Kong, Indonesia. Malaysia,
New Zealand, Singapore, South Korea, etc) Americas (including:
Argentina, Brazil, Colombia, Paraguay, Uruguay, Venezuela, etc)
Global Media Partners
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CNN 3x brand TVCs (including: My Life, Numbers and 2010) 5x CNN
My SA ambassador vignettes Total EAMA distribution: 150,254,274
Europe (including: Greece, Portugal, Spain, Sweden, Switzerland,
Croatia, etc) Middle East (including: Turkey, Iran, Israel, Egypt,
Saudi Arabia, etc) Africa (including: Angola, Zambia, Cameroon,
Ivory Coast, etc) Global Media Partners
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National Geographic 3x brand TVCs (including: My Life, Numbers
and 2010) Total distribution: 113,000,000 Europe India Australia
USA Global Media Partners
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PRE-2010 WORLD CUP 13 May 09 - 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 British & Irish Lions Tour June/July 2009
Confed Cup 14-28 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
Training of diski dances in all host cities & key countries
Diski uniform- red T-shirts used at Indaba Production and
distribution of 2010 toolkits Media hosting Media events Use of
Zakumi at trade shows FIFA World Cup Qualifiers June-Nov 2009 2010
Tool kits USB arm bands 2010 Lifestyle Guide 2010 Maps Production
of Collateral Partnerships Coke Confed Cup consumer campaign and
Global 2010 consumer campaign MTN international starter packs,
mobile platform to promote diski campaign Provincial / city
stakeholders promotion of diski campaign, fan parks 2010 NCP
activations at international & domestic 2010 related events
Emirates / SAA information provision, promotional of marketing
campaign Sony, Continental Tyres, VISA JATA Trade Show Japan Sep
09
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Online Campaign JOIN THE WORLD DANCE A place where people from
different countries can upload a photo of themselves and leave
their comments about SA, the Diski dance and world cup fever in
general. The object is to get as many people from your country to
enter as possible. The prize is that 200 people will be chosen from
the winning country to come and experience the biggest party in
South Africa. This is a powerful community and team building
section of the site, which helps people who will not be traveling
to the World Cup still join the overall experience.
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Domestic Marketing Campaign
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2010 Domestic Campaign Aim is to get every South African to
learn and do the diski dance Diski campaign is incorporated into
Fly the Flag for 2010 which is a coordinated national 2010 campaign
IMC, GCIS, LOC, SABC Encourages South Africans to be good hosts by
doing the following: Fly the SA Flag Learn the national anthem
Support Bafana Bafana Learn the diski dance Campaign involves TVC,
print and online platforms & activations with public and
private sector partners Production of a tool kit with all
promotional elements of the campaign which will be distributed to
all partners Diski dancers have been trained in all host cities and
will be made available to perform at public events
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2010 Domestic Campaign / Icon / Logo
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2010 Domestic PR Leverage Generate content to be used on line
& mobile platforms Facebook, Twitter, websites and mobi sites
Utilise Lucas Radebe to mobilise Invite corporate South Africa to
upload their work force doing the diski Radio personalities and
celebrities South African sportsmen and women Springboks, Proteas,
Amaglug - glug, Banyana Banyana Create facebook diski badges,
collected on facebook profiles Packaged content for on line
distribution - PSL teams posted on clubs home pages Mobile Diski
units placed at International sporting events - Cricket, rugby ect
Tourist Z card campaign - hotels and car hire Local Soccer teams
and supporter clubs
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2010 National Diski Day Engage Government, media, schools,
corporate and the average South African Utilising Lucas Radebe - we
will enlist 2010 x South African corporate to become official
ambassadors Corporates register on line to become an official
ambassador with a minimum membership fee required Membership fees
will facilitate the purchase of South African flags and Bafana
Bafana T shirts Once registered they will align themselves with an
underprivileged school in their province and corporates to engage
schools to teach learners the diski dance National Diski Day will
see as many South Africans as possible doing the diski dance at the
same time irrespective of location At 12H00 noon the entire country
will do the diski dance regardless if you are in a mall at a taxi
rank - this will be broadcast live with the identified media
partner Corporate Ambassadors will be required to visit and
activate the diski dance at their chosen schools whilst
distributing flags and shirts South Africans will be engaged to
submit video s of their diski activation. All content will be
uploaded to the diski site Footage may be used to create further
TVC s to showcase the passion and unity of South Africans
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Future 2010 Campaigns
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2009 Events EVENTACTIVITIES WTM November 09 London Media event
Experiential exhibition EVENTACTIVITIES Soccerex November 09 Media
event Host foreign media EVENTACTIVITIES FIFA Qualifiers July Nov
09 Media events to welcome participating countries in each
qualifying market EVENTACTIVITIES Final Draw December 09 Media
event Host foreign media
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2009/10 Events EVENTACTIVITIES Indaba 2010 May 2010 Media event
Soccer activation EVENTACTIVITIES ITB March 2010 Media event Soccer
activation
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Institutional Coordination
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InternationalDomesticAfrica LOC 1.Promo (Ad) 2.Magazine
Programme (FIFA) 3.Reputation Management 4.Visiting qualifying
Countries (2009/10 Road shows 1.Confederations Cup public
activations 2.Promo (Ad) 3.SA United (Incl. IMC, GCIS)
1.Communications Affiliates Promo (Ad) SAT 1.2010 Global Campaign
Diski Dance 2.Relationship with Media 3.WTM, ITB, Indaba 1.Shot
Left ( using shot left to promote the Diski dancers) 2.Media
Relationships 1.Global advertising 2.Media relations 3.Event
marketing IMC 1.Mass Mobilisation 2.Fly the Flag Campaign
3.National Partnership Conference 1.TV Advert 2.World Economic
Forum on Africa Cape Town (partnership with The Dti) GCIS 1.
Reputation Management1.Fly the Flag campaign 2.Roadshows Tertiary
3.Provincial mass mobilisation Roadshows TBA SABC 1.Siyanqoba 2.Sea
of Gold 3.Greening the Nation 4.Every Child a Radio 1.African Union
of Broadcasters Conference Agreed Roles - National
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Provincial Tourism Authorities 1.Packaging of provincial tours
2.Marketing of provincial destinations 3.Provincial marketing
coordination 4.Information management provincial accommodation
stats Host City Tourism Authorities 1.Packaging of city tours
2.Marketing of city attractions 3.Information management city
accommodation stats 4.Event management Host City 2010
Units1.Management of safety & security plans 2.Management of
transport plans 3.Management of infrastructure upgrades
4.Logistical support to LOC 5.Management of volunteer program
Provincial & Local
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2010 Structures 2010 SA LOC Board sub-committee on Marketing
& Communication 2010 National Communication Partnership IMC,
GCIS, LOC, FIFA, other relevant govt depts 2010 International
Relations Coordinating Committee Tourism Cluster Provincial Tourism
CEO 2010 Working Group
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Post 2010 Strategy SAT / SRSA / DT / SASCOC developing sport
tourism strategy aimed at securing international events for SA post
2010 Strategy should be completed by Feb 2010 Sports Tourism
Exhibition to be staged in June 2011 Host city will be announced in
Sep 2009 Exhibition aimed at show casing SAs ability to host
international events Involves participation of sports and tourism
sectors Sports Tourism conference to precede exhibition