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20
10
Central City Partners Forum
LESSONS LEARNED FROM THE
FIFA CONFEDERATIONS CUP 2009
Using large events to leverage urban regeneration:
The 2010 FIFA World Cup™ in the Cape Town Central City
getting citizens to feel that they live in a great city
post confeds cup:
the GOOD NEWS!
‘South Africa passes World Cup test’
- BBC News (July 2009)
‘2010 brand advocacy set to beat Germany benchmark’- Dr Nikolaus Eberl quoted in BizCommunity, 21 July 2009
“The organisation was very, very good ... all in all, it was a successful dress rehearsal for the 2010 FIFA World Cup.” - Franz Beckenbauer, FIFA Executive Committee Member, on rating the 2009 FIFA Confederations Cup
post confeds cup:
the GOOD NEWS!
“South Africa enjoyed a record attendance of 79% across all its FIFA Confederations Cup matches – making ours the best Confeds Cup ever. This leads us to believe that South Africa may even be able to host the best FIFA World Cup ever”
- Adam Brown, Senior Operations Manager for MATCH Event Services
post confeds cup:
the GOOD NEWS!
323visitors surveyed (Cape Town Tourism, UCT)
47%came just for the event
71%was attracted by culture, history & natural beauty
15%said “value for money” counts
post confeds cup:
the GOOD NEWS!
53%planned via internet
14average number of days stayed
52%visited Cape Town as well
33%largest group: USA
20%second largest group: Brazil
post confeds cup:
the GOOD NEWS!
so what’s with the negativity?
ACSA update
ACSA update
host city decoration plan: report back
First draft presented
90% of ideas “doable”
Thumbs up from FIFA
2010 CAPE TOWN PARTNERSHIP FORUM
CTRU 2010 destination marketing
campaign
The game of soccer lasts for 90
minutes. In 2010, it’s about MORE than the game
of soccer...
CAMPAIGN RATIONALELEVERAGE off 2010 to:
strengthen Cape Town & Western Cape’s position in
existing markets
and plant seed in new markets
Objectives Facilitate stays throughout the region before,
between and after matches.
Help visitors enjoy a fuller range of experiences
before, between and after matches
Motivate non-soccer going visitors, and locals to
experience the
Cape Town and the Western Cape during the 2010
FIFA World Cup™.
themes
Score an Adrenaline Hat Trick!
Cheer a Killer Pass On and Off the Field
When your Craving Demands more than a Burger
Take in a bit of Cape Culture as your Team goes for Glory
Living it up when the Final Whistle Blows!
OUTDOOR ACTIVE
NATURAL BEAUTY
GOURMET DELIGHTS
When the Sound of the Vuvuzela Starts Getting to You
CULTURE & HERITAGE
BODY, MIND & SPIRIT
COSMOPOLITAN VIBE
FOR MORE INFORMATION
Detailed presentation included on the CDs
Copy of the FAN AMBASSADOR Road Trip Clips included
on the CDs
Contact Person: Itumeleng Pooe – 021 487 4860 –
Campaign Site: www.tourismcapetown.co.za and ‘kick’
on Beyond the 90 Minutes
jackson nkumando at the cticc
Next meeting22 September