1. LEVERAGING THE WORLD CUP
JAMMS
15 September 2010

2. CONTENTS
1.A Reflection on the World Cup in Cape Town
2.Legacy
3.Lessons Learnt
4.A Post World Cup Marketing Strategy

3. THE CUSTOMER JOURNEY
Marketing and visitor services should be considered as part of
one continuum or life-cycle, communicating with people at different stages in the
‘customer journey’.
This was the foundation of our 2010 World Cup Strategy

4. Taking A Long-Term View
Our focus was never on the short term benefits of hosting this event, but
rather on maximising the long term benefits and changing the opinion the
world has of us, converting soccer fans into fans of Cape Town.
Our aim is to double the economic impact of tourism by 2020 and the
successful hosting of the World Cup in Cape Town in winter has definitely
made this target more attainable.

5. World Cup Marketing & Welcome
Campaign to create lasting impressions

6. Airport Welcome

7. Cape Town International Airport VIC

8. Rainbow Guides and Maps

9. Rainbow Street Poles

10. Cape Town Welcome Banners

11. A Rainbow City

12. A Legible City

14. Tourism Ambassadors

15. Cape Town Welcomed the World!

17. We shared highs and lows...

22. FAN’S FAVOURITE
BA passengers worldwide identified Cape Town as their
favourite destination for 2010.

23. THE LEGACY OF THE 2010 FIFA WORLD CUP

24. NEW HOTELS – positive?
15 on Orange Hotel
One & Only Hotel
Taj Palace Hotel
Radisson Blu Hotel Blaauwberg
Pepper Club Hotel
The Edge Hotel and Suites
Dutch Manor Antique Hotel
Emerald Point Boutique Hotel
Strand Tower Hotel
Upper East Side Hotel
Crystal Towers
Coral International

25. THE CITY THAT’S ALWAYS IN SEASON
 70% of World Cup fans found Cape Town’s winter to be much better
than expected.

26. Cape Town created a powerful presence on
the Web
• Dedicated website
- May Visits: 60 000
-World Cup Month: 135 000
• Social Media
-May Facebook Fans: 60 000
-Current Facebook Fans: 120 000
• New Mobi-site

27. The media fell in love with Cape Town...
 The positive media coverage of Cape Town before and during the World Cup
has raised the global profile of the destination to an all-time high.
 Our strategy was to expose Cape Town to as many international journalists as
possible – 750 + media engaged
The BBC installed their studio on a rooftop near the V&A Waterfront for the
duration of the 2010 FIFA World Cup™.
 17.5 million British viewers tuned into the BBC to watch their country go up
against Germany – with commentary from the Cape Town studio.

29. ‘I’ve been fortunate enough to travel and live in Europe, Asia, Africa and the
Americas, but I’ve never been to a city that makes such an immediate impression.
The setting is breathtaking, and waking up each morning to Table Mountain’s
flitting moods, a joy. Then you add in the friendliness of the people, the quality of
the food and wine, and Cape Town’s sense of fun, and you have a truly special
place.’ – Duncan Castles, The Observer, UK
‘I love everything about Cape Town.’ – John Walters, NBCSports.com
‘Cape Town is the most beautiful place on earth; it’s a world in one city...the best
of Europe with an African touch. Even winter is a stunner.’ – Cecilia Guarani,
Reuters
‘Cape Town is clean, green and full of friendly people. It is a very cosmopolitan
and fascinating city.’ – Amar Singh, Goal.com UK
‘Cape Town is the ultimate world in one city.’ – Gary Hughes, Sky Sports
GLOWING REVIEWS

30. LESSONS LEARNED
• Tourism is central
• Citizens are key
• Cape Town must offer value
•Online is essential
• Treat the media like gold
• Global reputation management
• A strong brand is vital

31. Post World Cup Marketing Strategy
• PR, Media – Guest Relations (the dream)
• Trade – SAT Trade Road Show in UK, 6 - 9 September 2010 (the
dream)
• Visitor - Winter Campaign (value), July – Sept 2010 (Domestic Market)
• My Cape Town Campaign (citizens), Tourism Month
• Cape Town Brand Project (the dream)
• Events Strategy (seasonality)

32. Winter Mini Website

33. Tripadvisor Partnership

34. Trade Campaign Posters and Buttons

35. Premier Local Travel Expo 19 000 Gauteng Audience
Message –The City That’s Always in Season
Getaway Show

36. Leveraging This Reputation

37. Citizens and Tourism
“People often assume that tourism is only about visitors. Yet we
know that for a city to be a great place to visit, it must also be a
great place to live.
For this reason, encouraging a sense of shared enjoyment and
ownership of Cape Town’s tourist attractions among locals is
essential.
The World Cup proved that Capetonians are our most powerful
destination ambassadors.
They are also the people who can help to protect and preserve
our city’s unique tourism assets.”
Cape Town Tourism CEO
Mariette Du Toit-Helmbold

38. The ‘My Cape Town’ programme of events for World Tourism Month includes:
1. ‘My Cape Town Weekend’, in partnership with Table Mountain Aerial
Cableway and other key attractions and events, on the long weekend of Friday
24 September (Heritage Day) to Monday 27 September (UNWTO World Tourism
Day) . Aligned with Iziko Heritage Week, Cape Town Creative Week and ‘My
Cape Town Weekend in the Company’s Gardens’
2. ‘Celebrating Tourism and Biodiversity’ on World Tourism Day
3. ‘Capture My Cape Town’, a photographic and video competition which runs
throughout the month
‘My Cape Town’ Programme

39. ‘My Cape Town Weekend’ Flyer

40. ‘My Cape Town Weekend’ Vouchers

41. ‘My Cape Town Weekend’ Mini Website

42. World Tourism Month Schools Competition

43. Media Campaign Rollout
Extensive media campaign and
voucher giveaways in
Community Newspapers and
Radio Stations –
Radio: Good Hope FM, 567 Cape
Talk, Radio Helderberg, Radio
Tygerberg, Radio Zibonele, Radio
CCFM, Voice of the Cape and
Bush Radio
Community Newspapers: City
Vision, City Press, People’s Post,
TygerBurger, City Views, The Big
Issue and the Next 48 Hours

44. Team Flyer Distribution

45. Locals Experiencing Cape Town

46. Locals living and loving Cape Town

47. My Cape Town Ambassadors!